Understand the return on investment of a pay-per-click advertising campaign


Ophthalmologists can use pay-per-click advertising campaigns to attract patients online, but they need to monitor the return on investment (ROI) to ensure effectiveness. In a Healio Video Perspective, Cynthia A. Matossian, MD, FACS, and David Evans, PhD, MBA, discuss the role of pay-per-click advertising and how to measure its efficacy. They emphasize the importance of tracking leads and surgeries generated from the campaign to calculate ROI accurately. Evans, the founder of Ceatus Media Group, highlights that getting many clicks without generating leads can decrease ROI. Overall, understanding and monitoring ROI is crucial for successful online patient attraction strategies.

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