Advertising Terms

I currently utilize a PPC program and it has proved worthwhile. I am always wondering about the following... do you recommend targeting general terms or more focused and specific terms?

When it comes to pay-per-click, we believe a combination of both can be successful. However, when it comes to the terms that really generate results, we believe the more specific the better. For instance, the term 'rhinoplasty' could be searched for by any number of individuals, located anwhere in the world, and looking for a lot of general information. 'Baltimore rhinoplasty', on the other hand, focuses on prospective patients in Baltimore, and will help to pre-qualify your visitors. As such, we think that focusing is better... plus, you'll find that the advertising rates for more focused terms are often lower than more general terms.

The Surgeon's Advisor Team