Healthcare organizations need to move their paid search campaigns from an efficiency-based optimization strategy to an effectiveness-based optimization strategy. Why? Because more healthcare marketers are realizing that low cost per lead isn’t always a good thing. It could result in low-quality leads. High quality leads that actually become patients are more important than efficiency. This episode lays out how to develop an effectiveness-based optimization strategy that leverages the power of artificial intelligence (AI) and lets humans do what they do best. You'll discover the 5 components of successful paid search strategies; account structure necessary to use smart bidding strategies, including when it makes sense to consolidate; how to wrap new acquisitions into your paid media strategy; how operational needs impact the budget and bid strategies; and finally, how to improve lead quality, how healthcare organizations can choose the best strategy, and why your keyword strategy is essential to PPC success. In this episode of Ignite, Nicholas Van Winkle, Director of Paid Media and Alex Kemp, Director of PPC cover the 5 components of successful paid search strategies. Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/