VIDEO: Algorithm changes may affect pay-per-click campaign precision, return on investment

ByDavid Evans, PhD, MBA

ByCynthia Matossian, MD, FACS

ByAnthony DeFino

Fact checked byGina Brockenbrough, MA

Key takeaways:

Google has changed its search algorithm to broaden the range of search results for a keyword.
This may result in ophthalmologists paying more money for less return in pay-per-click campaigns.

In this Healio Video Perspective, Cynthia A. Matossian, MD, FACS, and David Evans, PhD, MBA, discuss recent changes to Google’s algorithm that may impact the precision of pay-per-click advertising campaigns.

The algorithm change has broadened the results that show up for a keyword search, which may negatively affect the precision of pay-per-click campaigns for ophthalmic practices.

“You may run a [refractive lens exchange] campaign, but yet an ad for LASIK may show up for you,” Evans said. “If the consumer clicks on that, and that’s not what you are trying to promote, you are simply going to lower your [return on investment] ROI.”

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Sources/Disclosures

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Source:

Healio Interviews

Disclosures: Evans reports being the founder of Ceatus Media Group. Matossian reports no relevant financial disclosures.

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VIDEO: Algorithm changes may affect pay-per-click campaign precision, return on investment

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