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New Strategies for Using Paid Search Effectively
 

New Strategies for Using Paid Search Effectively

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Noticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web–savvy health consumers, but new strategies ...

Noticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web–savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with—and convert!—those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.

In this webinar, you’ll learn how to:

Determine if traditional PPC is still working
Understand how today’s users are interacting online advertisements
Examine PPC metrics and make educated decisions on the value of paid search
Evaluate the latest in paid search options and find the right outlets for your organization
Better use social media and learn why its gaining credibility as a paid search option

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  • New Strategies for Using Paid Search EffectivelyNoticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.In this webinar, you’ll learn how to:Determine if traditional PPC is still workingUnderstand how today’s users are interacting online advertisementsExamine PPC metrics and make educated decisions on the value of paid searchEvaluate the latest in paid search options and find the right outlets for your organizationBetter use social media and learn why its gaining credibility as a paid search option
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • We provide marketing services to leading healthcare systems, hospitals, and practices. We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations.
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/using-paid-search-effectively/
  • https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/
  • New Strategies for Using Paid Search EffectivelyNoticing a decrease in your pay–per–click (PPC) results? You’re not the only one. Paid search is still a great way to reach your organization’s Web-savvy health consumers, but new strategies and new options are emerging. Join us to learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts.In this webinar, you’ll learn how to:Determine if traditional PPC is still workingUnderstand how today’s users are interacting online advertisementsExamine PPC metrics and make educated decisions on the value of paid searchEvaluate the latest in paid search options and find the right outlets for your organizationBetter use social media and learn why its gaining credibility as a paid search option
  • BenPart of a series The search game is changing. It’s a very large and very important part of our traffic mix. We need to understand and adapt.This month, paid search and other PPC
  • Ben***Gather ‘round the campfire – There are two ways to tell the story of the changes at Google***one is a happy and optimistic view that Google is getting serious about what it’s said for years, great content and great experience is all that matters. ***But it can also be a bit of a scary story!(Not provided)/personalized results leave SEOs with no dataHijacking brand searchesThe Google family of web properties as a destination, not as a way for you to get trafficCracking down on aggressing link building techniquesIncreasingly, it’s going to be a pay for play world…
  • Casey
  • (Ben)As in industry, we get overly focused on PPC as the only tactic and CTR or CPC as the metrics that matter.When we look at this process, spend at least as much time/energy/resources on what happens AFTER the click as you’re spending on GETTING the click.
  • Don’t try to be everywhere! Same as social media. Go where your message matches the audience or create a message that specifically caters to the audience of the platform you’re advertising on.
  • Remarketing is a great way to keep your message in front of potential prospectsIs it right for the healthcare space? You have to be careful
  • It’s easy to get caught-up in the numerous options available for online marketing. Have a plan. Don’t be everywhere – be where it makes sense.
  • People searching for prep so built content for prep.
  • The traditional call-to-action methods still work great, but now you have more controlChoose the CTA that makes sense for the end-user seeing that specific ad
  • Options for ad extensions continue to growThese add valuable information to your ad, perhaps increasingly the likelihood of a click
  • Mention that this is limited in nature so far, only about 30 companies are doing this. However, it is a trend that should be watched closely.In 2005, Google actually said this type of ad would never happen on their SERP pages…. But things evolve.
  • Ultimate success is far to the right of the flow – Maximum profit/ROI/Revenue/follow-on services/appointmentsAll of those lag. NEED to track in as near real-time as possible (identify post-conversion sales issues ASAP), but can’t manage the campaign to it.Could debate bidding to maximize profit vs. maximizing ROI…
  • Ad targetingAd positionAd copy
  • There’s this quality score thing – let’s you get higher position for less $$$Let’s talk a little more about quality score…
  • People coming from the old world – write it out. Can’t win that battle? Bring in the data.
  • This is all getting more complexMore tools. More platforms. More options.The rule of internet marketing used to be that it was easy – that anyone could do a passable job. That’s not true anymore. Maybe hasn’t been for some time. Dabblers are getting their hats handed to them and they usually don’t even realize it.This is an area that requires full-time focus and learning along with substantial expertise. IF you want to do it – commit and dive in. If not, work with someone who does and someone who’s serious about delivering results that matter.
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/using-paid-search-effectively/
  • https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/
  • Taking December off

New Strategies for Using Paid Search Effectively New Strategies for Using Paid Search Effectively Presentation Transcript

  • New Strategies Using Paid Search Effectively BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST CASEY HANSEN | ONLINE MARKETING STRATEGIST
  • Today’s Presenters Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. Casey Hansen | Online Marketing Strategist | Geonetric Tweet it: #GEOLIVE Casey left his career as a Web designer and brought his skills and love of the Web to Geonetric as an online marketing strategist. He uses his industry insight, creative ideas and technical know-how to help our clients create social media and search engine marketing strategies that increase brand awareness and improve loyalty. When he’s not monitoring trends in healthcare social media usage, Casey spends his time flying his 1950 Piper Pacer. We’re lucky he chose flying as the parttime gig.
  • Geonetric Clients
  • About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. Tweet it: #GEOLIVE
  • Video Of This Webinar Watch the Video Learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts. Visit our website to watch a free recording of our popular webinar. Watch the Using Paid Search Effectively webinar! Tweet it: #GEOLIVE
  • eBook & Whitepaper Available Fill out the survey at the end of the webinar and we’ll send them your way. Request your free copy! Tweet it: #GEOLIVE
  • New Strategies Using Paid Search Effectively BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST CASEY HANSEN | ONLINE MARKETING STRATEGIST
  • The Game is Changing
  • The New PPC Story Tweet it: #GEOLIVE
  • The Facts • PPC is getting more expensive • Click-through rates are going down • Cost per click is going up • And yet, it’s becoming a more critical part of the mix, not less Tweet it: #GEOLIVE
  • Where’s the Organic Results? Organic
  • SEO Becomes Less Predictable • Traditional organic results are falling off the page • SEOs given less and less data • Google hijacking brand searches • Google has become a destination • Increasingly, it’s going to be a pay to play world… Tweet it: #GEOLIVE
  • Let’s Define Some Terms • SEM (Search Engine Marketing) – An umbrella term that includes SEO (organic search) and PPC efforts • Paid Search – Tends to only include ads on search engines and within search engine result pages • PPC (Pay-Per-Click) – Increasingly, this includes the traditional ad networks (Google), but also Facebook ads, Twitter ads and LinkedIn ads as they use PPC methods as well Tweet it: #GEOLIVE
  • Go with the Flow Impressions Clicks Start conversion form Form completions What happens AFTER the click is as important as GETTING the click. Tweet it: #GEOLIVE Total Revenue from Follow-up Services
  • Where Should I Focus?
  • Making the Decision • Which platform lends itself to the type of content you want in front of your audience? • Are the users searching for the service in a tactical way, such as Google Search? • Is the marketing message actionable or brand – awareness focused? Tweet it: #GEOLIVE
  • A Few Examples… • Google Search/Bing Search (Text ads) – Perfect for specific messaging with a call-to-action – Users are generally further down the decision-making path • Google Display Ads – Good for more general messages and a broader audience • Facebook Ads – Specific demographic targeting (age, location, interests, etc.) – ―Conversational‖ ad opportunities • Pandora – General awareness with some ability to target my location and age – A lot like radio – audience may not be ―ready‖ for the marketing message Tweet it: #GEOLIVE
  • A Few Examples… • Google Search/Bing Search (Text Ads) – Perfect for specific messaging with a call-to-action – Users are generally further down the decision-making path Tweet it: #GEOLIVE
  • A Few Examples… • Google Display Ads – Good for more general messages and a broader audience Tweet it: #GEOLIVE
  • A Few Examples… • Facebook Ads – Specific demographic targeting – ―Conversational‖ ad opportunities Tweet it: #GEOLIVE
  • A Few Examples… • Pandora Ads – General awareness with some ability to target my location and age – A lot like radio – audience may not be ―ready‖ for the marketing message Tweet it: #GEOLIVE
  • A Note on Remarketing… • Remarketing campaigns allow you to keep your message in front of visitors to your website • Be sure to understand Google’s policies surround remarketing campaigns and the collection/use of personal health information • Is it right for the healthcare audience? Tweet it: #GEOLIVE
  • Managing the Chaos • Have a plan for each platform and stick to the plan – Each audience is different! • Check in daily with each platform to optimize your campaigns for what’s working and what isn’t Tweet it: #GEOLIVE
  • Keep Your Marketing Agile!
  • Agile Marketing • Goal-driven • Flexible in the face of data • Deliver value fast • Measurable Tweet it: #GEOLIVE
  • The Agile Process • Daily team standups • Weekly campaign ―demos‖ Tweet it: #GEOLIVE
  • Dynamically Changing the Marketing Mix Tweet it: #GEOLIVE
  • What’s New in Paid Search?
  • Enhanced Campaigns (Google AdWords) • Allow advertisers to use one campaign, but utilize complex targeting to reach mobile users and desktop users easily • Offers the ability to provide the right creative ad to the right device – Mobile users may see a different message with a different call to action • New conversion opportunities: calls and digital downloads Tweet it: #GEOLIVE
  • New Call to Action Options • Click to a landing page (traditional) • Click-to-call • Digital downloads • Maps & directions
  • Ad Extensions • Sitelinks • Location Information • Phone Numbers • App Links • Rating Information Tweet it: #GEOLIVE
  • Bing Hero Ads / Google Visual Search Ads Image Source: http://pureinfotech.com/2013/11/01/stop-windows-81-bing-smart-search-targeting-ads/ Tweet it: #GEOLIVE
  • Measures of Success (And How to Improve)
  • Measures of Success (And How to Improve) Ad Targeting Ad Position Appointment Rate Click-Through Rate Impressions Clicks Big value is here Conversion Rate Start conversion form Track and optimize these steps Tweet it: #GEOLIVE Completion Rate Form completions Total Revenue from Follow-up Services But it takes a long time
  • Ad Positioning
  • Ad Position Source: SearchEngineWatch.com Tweet it: #GEOLIVE
  • Bid Strategy • Automatic Cost-Per-Click (CPC) – Allows the advertising platform to work within a daily budget and set bids to maximize performance within that budget • Manual CPC – Gives the advertiser full control over bid strategy • Enhanced CPC – Focus on conversions and spending more money on keywords that meet your goal specifically Tweet it: #GEOLIVE
  • Quality Score Reduces Costs Tweet it: #GEOLIVE
  • Quality Score • What is a Quality Score? • How do you improve it? – Click-Through-Rate (CTR) – Presence of the search keywords in ad text – Presence of the search keywords on your landing page – Your ad extensions • Your account gains a ―reputation‖ via overall performance of CTR Tweet it: #GEOLIVE
  • Click-Through Rate
  • What Causes a Click? Ad Copy Ad Targeting Tweet it: #GEOLIVE Ad Position
  • Targeting Your Message • Who is your audience? • Where is your audience? • What are you using to engage? Tweet it: #GEOLIVE
  • Targeting Your Message • Who is your audience? – Demographics – Interests • Where is your audience? – Geography and/or specific websites • What are you using to engage? – Mobile vs. desktop – Google/Facebook/Twitter – Organic vs. paid Tweet it: #GEOLIVE Every platform gives different options!
  • From Click to Convert
  • Landing Page Optimization • Quality of the user experience on that page • Design – Appealing – Visual hierarchy – Responsive design – Aligned with ads • Content – Action driven – Concise – Interactive and engaging • Realistic call-to-action Tweet it: #GEOLIVE Focus on the goal!
  • A/B Testing Tweet it: #GEOLIVE
  • Matching Landing Pages to Ads Improves Conversion Tweet it: #GEOLIVE
  • Evaluative Measures
  • Evaluative Measures • Conversion rate • Cost-Per-Conversion • Number of conversions (appointments, screenings, etc.) • Financial metrics Tweet it: #GEOLIVE
  • Dollars Matter • Financial Return – Charges – Revenue – Contribution margin • Campaign Profitability vs. ROI
  • When ROI is Wrong • Ideal investment doesn’t maximize ROI Tweet it: #GEOLIVE Expected patient value Cost per conversion Hypothetical Maximum Return Hypthetical Maximum ROI • Ideal investment stops when the cost for the next conversion equals expected value (contribution margin) for that patient.
  • A Final Thought Tweet it: #GEOLIVE
  • Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo Tweet it: #GEOLIVE
  • Video Of This Webinar Watch the Video Learn where all your paid traffic is going and how to connect with — and convert! — those users. From reevaluating how online advertising works to learning about new advertising platforms like Pandora, we’ll help you take a fresh approach to your paid search efforts. Visit our website to watch a free recording of our popular webinar. Watch the Using Paid Search Effectively webinar! Tweet it: #GEOLIVE
  • eBook & Whitepaper Available Fill out the survey at the end of the webinar and we’ll send them your way. Request your free copy! Tweet it: #GEOLIVE
  • See You in 2014!
  • The End