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


Google has changed its search algorithm to show a broader range of results for keywords, potentially affecting the precision of pay-per-click advertising campaigns for ophthalmologists. This could lead to lower return on investment as ads for unrelated services may show up in search results. Cynthia A. Matossian, MD, FACS, and David Evans, PhD, MBA, discuss how this change may impact ophthalmic practices in a Healio Video Perspective. Evans, the founder of Ceatus Media Group, warns that running specific campaigns, such as refractive lens exchange, may result in unrelated ads, like LASIK, showing up instead, reducing the ROI for the targeted campaign.

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