Urgent message: As urgent care volume has dropped from pandemic highs, the average cost per click of Google Ads for searches related to “urgent care” has gone up—often considerably.” Advertisers need to understand the factors that affect these costs in order to optimize their budgets. Ira Pasternack The Google Ads Auction Framework Google Ads is built on an auction model that determines the cost of “clicks.” Every time a search occurs, Google uses an algorithm …
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