Feel like you are swimming with sharks when it comes to finding a PPC provider? Use these eight questions to determine who is on the hook before you sign on.

1. PPC: Swimming with Sharks?
8 Ques6ons for Grilling Your PPC Provider

2. Pay per click (PPC) is a proven tool
for filling your pa8ent pipeline.
PPC Benefits
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Fishing for a New Tac8c?
Visibility when your site
fails to show in organic
search results
Control your
adver6sing
budget & assess ROI
Target people
at the moment
they are searching
Immediate results
in visibility
and conversions

3. But when venturing
into these waters,
we recommend
donning a shark suit
because ...
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

4. You will want protec8on from poorly
designed or implemented PPC campaigns
that siphon money out of your pocket.
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

5. We also recommend taking a deep dive into analy8cs
for PPC campaigns that "look" to be whoppers.
Too o[en, campaigns are set up for eye-popping
results, but when you look below the surface the
numbers look, well, fishy…
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

6. Fish stories …
Do you know where your clicks are coming from? Are
you paying for clicks in California when you prac8ce in
New York?
Yes, we’ve seen PPC providers chum the waters in
faraway ponds. But that tac8c won’t land a boatload of
conversions in your locale.
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

7. Tes6ng the Waters of PPC?
First, grill your PPC provider with the
following ques8ons to see if you have a
shark on the line.
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

8. 8 Ques6ons to Ask Your PPC Provider
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

9. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
How do you
define PPC
“success”?
The Correct Answer: Success — the kind that
gives you a return on investment (ROI) — is not
clicks.
Real ”success” requires connec8ng all the dots
from clicks to actual pa8ents. We quan8fy success
by:
ü Tracking both clicks and conversions
ü Qualifying conversions to cull duplicates,
abandoned phone calls, and people who do
not answer follow-up emails.
ü Following qualified leads un8l they become
pa8ents.

10. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
A full-service PPC program
gives you the data-driven
tracking that holds your clicks
accountable to the boeom line.

11. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Do you use
soPware like
WordStream or
AdSpike to
automate my
campaign?
The Correct Answer: No.
You want your account manager monitoring your
account daily because PPC fluctuates like the stock
market.
This week’s top conver8ng keywords may be flops
next week. Or, a bid that snags the top ad slot
today, may cause your ad to drop out of sight next
week.
If you leave a campaign running in "set it and
forget it" mode on automated so[ware, you put
your return on investment at risk.

12. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
PPC is not like a crock-pot. You
can’t cook up a winning PPC
recipe, then set it and forget.

13. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
How oPen do
you review PPC
accounts,
keywords, and
nega6ve
keywords?
The Correct Answer: At least every three days.
Anything longer can cause wasteful spending in the
fluid world that is PPC. Your PPC provider should be
monitoring traffic regularly to:
ü Track emerging keywords with a high return in
clicks and conversions.
ü Iden8fy and filter out keywords that cause your
ad to appear in irrelevant consumer searches.
ü Strategically use nega8ve keywords to protect
your budget from irrelevant clicks that drain
your budget.

14. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Because PPC markets fluctuate
daily, much like the stock
market, PPC is not a slam dunk.
To squeeze out the maximum
return, campaigns need to be
monitored and tweaked
regularly.

15. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Do you offer in-
house repor6ng
for campaigns?
The Correct Answer: Yes. That, and more.
To ensure that you get what you pay for, you want
a PPC provider who provides a summary report and
third-party data from the adver8sing plajorm to
back it up.
Summary "in-house" reports are suscep8ble to
spin. You need neutral third-party repor8ng to
ensure your campaign benefits you.
It’s a red flag if you aren’t given access to your
plajorm’s dashboard. You have to wonder, “Why
not?”

16. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Our mantra: Trust, but verify.
Access to your ad campaign’s
third-party repor8ng will verify
or debunk your PPC provider’s
summary report.

17. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Is your
adver6sing
budget a
separate line
item from the
management
fee?
The Correct Answer: The only correct answer is
YES.
Do not work with a company that only supplies a
"budget" without a separate line item for
management fees.
With separate line items, you will have a clear
picture of how much is spent on management and
how much on the keyword bids themselves.
How else can you tell how much money goes
toward “managing” your campaigns and how much
goes to the PPC ads themselves?

18. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
If management fees siphon
most of your ad budget, there
may not be enough money le[
over to fund a robust PPC
campaign.

19. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
How much do I
need to spend
to start a PPC
campaign?
The Correct Answer: They can't tell you. At least
not right away.
That’s because your PPC provider needs to first
analyze your compe88on and keywords to
determine a viable budget for your market.
Inflexible package programs can fail to adapt to
aggressive markets, where a minimum threshold
may exist to be compe88ve. If a package program
fails to reach the bar, you could be frieering money
away in a campaign built to fail.
However, the PPC company will gladly pocket the
monthly management fees.
To determine what a successful PPC campaign will
cost, your provider needs to perform an audit to
reach a data-driven assessment.

20. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
No two clients are alike. No
two markets are alike.
Don’t work with an agency that
uses the same “package deal”
for everyone.

21. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Where will your
PPC ads
appear?
The Correct Answer: On mul6ple plaVorms
(Google, Bing, and social media).
Today's paid digital marke8ng is so much more
than Google's AdWords. A savvy PPC provider is
current in all available programs and plajorms,
which includes social media.
In fact, social media adver8sing allows you to use a
much finer sieve to beeer target your audience. An
added bonus is that social media adver8sing costs
significantly less than Google AdWords campaigns.

22. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
There are pros and cons to
every ad plajorm. Your PPC
provider should understand
the nuances of each.

23. Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
If I switch
agencies, what
happens to my
campaigns and
the repor6ng?
The Correct Answer: We will readily transfer
campaigns over to your control.
We recommend working only with companies that
say you own the data, including historical
repor8ng, and agree to hand over your campaign
when you part ways.
Unlike many agencies, we don't believe in holding
your data or your program hostage.

24. Key Takeaway
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Only work with PPC providers
that say you own the data, now
and forever.

25. Pro Tips
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

26. If the promise of pay per click has eluded you, take note of
these Pro Tips:
• A PPC audit is the first step in developing data and ac8onable insight to
spark innova8on in PPC marke8ng. Without data, you risk throwing away
significant sums on ineffec8ve PPC campaigns.
• Beware your "frenemy" Google. Google is a business and whether or not
a click generates a return for you, it most definitely will for Google. It is
up to you to ensure that your PPC investment is set up correctly.
• Trust, but verify. Transparency allows you to verify the underpinnings of
your campaign. Your PPC provider should give you access to your ad
plajorm’s repor8ng system so you can verify the results. Why wouldn’t
they?
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Pro Tips

27. Do You Need a PPC Agency?
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
Obviously, the first ques8on is whether you really need a
dedicated PPC agency. Most prac88oners realize:
ü They lack the 6me to manage their PPC
account(s) in-house.
ü They lack the exper6se to effec8vely manage
paid search campaigns.
ü Their agency doesn’t specialize in PPC or lacks
the skills and bandwidth to maximize return.

28. Are You Looking for Answers?
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182
ü Are you looking to take advantage of the immediacy and
flexibility that online adver8sing offers?
ü Or are you s8ll researching your op8ons?
Either way, we are happy to answer your ques6ons.
We can also explain the newest op8ons, such as social media
ads, which are growing in popularity and are less expensive
than PPC ads.
Feel free to call (800) 606-0003 or write us at
expertscorner@einsteinmedical.com

29. Would You Like to Know More?
Many prac66oners find the promise of the Internet elusive. But
over the course of 20 years, we’ve proven many 8mes over that a
properly designed online strategy grows your prac8ce.
If you’re s6ll searching for a solu6on, consider joining the leading
healthcare providers that have take advantage of our online
exper8se. Just call us at (800) 606-0003 or visit our website.
www.EinsteinMedical.com
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182