Pay Per Click (PPC) Advertising
Pay-per-click is the sister of Organic ranking. This is where you pay to appear at the top of a Result Page (look for the little 'Ad' next to the result).
The name refers to the payment model, where you pay a cost every time a user clicks on the advert. It is important to tread carefully with PPC because as the name suggests, you pay for the click even if the user doesn't make a booking with your clinic.
The cost that you pay per click can vary greatly and depends on lots of different factors, including things like how many other people are bidding for the same search term, and how well your website matches the search term.
PPC can be an extremely effective marketing channel, especially for aesthetic clinics, because of the localised nature of the service. For example, if you were to bid for the term "buy botox treatment" it would be expensive However, if you bid for "buy botox treatment in London", or better still "buy botox treatment in Putney", then it would be more relevant to your business and cheaper.