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