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5 Tips for Search Success During Health Care Reform
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5 Tips for Search Success During Health Care Reform

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Big changes are coming in health care. Ensure your search marketing campaigns are ready with these 5 tips.

Big changes are coming in health care. Ensure your search marketing campaigns are ready with these 5 tips.

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  • 1. 5 tips for search advertising success during health care reform
  • 2. 5 tips for search success during health care reform Formulate bidding strategies. Oct 2013 marks peak search traffic so make sure you’re staying competitive on Medicare and Health Insurance keywords. 5. Leverage key ad formats. Use Sitelink Extensions and Location Extensions to boost clicks and increase ad relevance. 4. 2. 3. 1. Seek out the right audience. The Yahoo! Bing Network delivers an audience primed for purchasing health care. Optimize for devices. For Health Insurance, dedicated device targeting may produce higher performance (CTR) when compared to targeting all devices. Refine ad copy. Leverage Bing Ads Ad Copy research to test ad copy performance by device.
  • 3. What’s changing? What’s the impact to Search? How can marketers prepare? The Affordable Care Act (ACA) is a new “Patient’s Bill of Rights” giving Americans the flexibility they need to make informed choices about their healthcare. The ACA will go into effect on January 1, 2014 with health exchange enrollment beginning on October 1, 2013 in most states. Americans will be looking for answers on how the new healthcare law will affect them, most likely resulting in spikes in search traffic in 2013 and into 2014. We’ve got 5 tips to help prepare search campaigns for the post-ACA world
  • 4. 4. Refine ad copy 5. Optimize for devices 3. Formulate bidding strategies 2. Leverage key ad formats 1. Seek out the right audience
  • 5. The ACA will impact individuals, families and small businesses – audiences that the Yahoo! Bing Network more effectively reaches than Google
  • 6. also, more likely to work in a company of 50 – 499 employees more likely to start a business in next 12 months more likely to work in a company of 25 – 49 employees 7%16% <5%
  • 7. 21% more likely than Google’s audience to have applied for health insurance online in the last 6 months
  • 8. When compared to Google, the Yahoo! Bing Network audience is… more likely to be a business owner more likely to be self-employed more likely to have children in the home
  • 9. 4. Refine ad copy 5. Optimize for devices 3. Formulate bidding strategies 2. Leverage key ad formats 1. Seek out the right audience
  • 10. create richer and more relevant search ads for health insurance advertisers by providing direct access to site content Effect of Sitelink Extensions on Ad Copy Quality for Health Insurance +316%
  • 11. Financial Services and Insurance ads saw… 24% increase in average CTR1
  • 12. Content Ads may help health insurance advertisers get more clicks at a lower CPC, resulting in lower acquisition costs An internal study showed that Financial Services and Insurance advertisers saw cost per acquisition 36% lower than with standard text ads
  • 13. 4. Refine ad copy 5. Optimize for devices 3. Formulate bidding strategies 2. Leverage key ad formats 1. Seek out the right audience
  • 14. Medicare searches this is due to the attention given to health care reform and a general aging population Our 2013 - 2014 forecasts show that top Medicare searches and clicks will peak in Oct 2013… - 50,000,000 100,000,000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Searches - Actuals & Forecasted Searches - Actuals Searches - Med Forecast Searches - Low Forecast Searches - High Forecast - 50,000 100,000 150,000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Clicks - Actuals & Forecasted Clicks - Actuals Clicks - Med Forecast Clicks - Low Forecast Clicks - High Forecast
  • 15. this is due to the delayed ACA reform starting in 2014 and the open enrollment season in October 2013 Our 2013 - 2014 forecasts show that top Health Insurance searches and clicks will increase YoY starting in Oct 2013… - 50,000 100,000 150,000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Clicks - Actuals & Forecasted Clicks - Actuals Clicks - Med Forecast Clicks - Low Forecast Clicks - High Forecast Health Insurance searches - 50,000,000 100,000,000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Searches - Actuals & Forecasted Searches - Actuals Searches - Med Forecast Searches - Low Forecast Searches - High Forecast
  • 16. Click Here for Medicare and Health Insurance keywords to leverage in campaigns
  • 17. 4. Refine ad copy 5. Optimize for devices 3. Formulate bidding strategies 2. Leverage key ad formats 1. Seek out the right audience
  • 18. When describing costs, use of the term “affordable” in the Ad Title proved to be positive. Across the Ad Title and Ad Description the term “savings” experienced significantly lower performance. PerformanceLift
  • 19. Dynamic keyword insertion contributed to four of the top five Ad Title/Ad Description combinations. Title Description Insurance Low Cost Health {Keyword} Low Cost {Keyword} Insurance {Keyword} {Keyword} Compare TOP TITLE/DESCRIPTION COMBINATIONS
  • 20. 22,000 health insurance ads and 30+ million impressions analyzed PC Insurance PC DisplayURL Plans Medical DisplayURL Plans medical DisplayURL Health keyword DisplayURL Affordable apply DisplayURL Tablet Low cost coverage DisplayURL Insurance coverage DisplayURL Health medical DisplayURL Insurance low cost DisplayURL Insurance dental DisplayURL Mobile Keyword insurance DisplayURL low cost Plan DisplayURL low cost Plans DisplayURL low cost $ DisplayURL Insurance Exam DisplayURL – Low cost, particularly with a specific price point, performed well on mobile devices. – Dynamic keyword insert + insurance combination had the best performance on mobile. Mobile
  • 21. 4. Refine ad copy 5. Optimize for devices 3. Formulate bidding strategies 2. Leverage key ad formats 1. Seek out the right audience
  • 22. 42% more likely to own Kawasaki Key Takeaway Generally speaking, for Health Insurance campaigns, dedicated device targeting produces higher performance (CTR) and better quality ads than targeting all. 42% more likely to own Yamaha 10% more likely to own Lexus 1.20% CTR on Mobile for campaigns targeting mobile devices only. Other bundled targeting had much lower CTR. 12% more likely to own 3.73% CTR on Tablet for campaigns targeting tablet only. Other bundled targeting that included tablet in it had lower CTR. 1.48% CTR on PC for campaigns targeting PC only. When bundled with other devices, the ad groups showed diminishing return.
  • 23. …create targeted landing pages to showcase content from SEM campaigns, such as a health care reform FAQ or other educational resources …if you haven’t already, considering launching a mobile site …leverage Sitelink Extensions and Click-to-Call to help potential customers quickly obtain information Understand how searchers are accessing your website. If mobile is substantial or on the rise
  • 24. Opportunity Solution Results With increases in cross-screen engagement, Baines & Ernst used web analytics to discover which devices were used to access their site and learned that mobile was on the rise, both as a widespread trend and within its own business. Baines & Ernst has seen fantastic results since introducing the responsive web design, with mobile conversions up by 51%. They launched mobile-specific search advertising, creating a separate mobile site, but wanted to further streamline for a consistent brand experience across devices. To achieve this, they built a new site with responsive web design (RWD) to optimize the user experience across devices without creating multiple websites. Inspiration from a success story
  • 25. so capitalize on this transition to improve search advertising returns Check out our latest publication, US Search Advertising Trends in Financial Services for more insightful and actionable search advertising resources
  • 26. Get Started www.community.bingads.microsoft.com

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