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SEO and PPC for the Healthcare Sector
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SEO and PPC for the Healthcare Sector

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From global hospitals to the small-town provider, from educators to insurance agents, marketing for healthcare-related fields is evolving more rapidly than for almost any other industry. …

From global hospitals to the small-town provider, from educators to insurance agents, marketing for healthcare-related fields is evolving more rapidly than for almost any other industry.

This Webinar is perfect for healthcare administrators and marketers. In it, healthcare marketers will learn:

How to spot vulnerabilities in your online strategy
How to allocate your PPC and SEO spend to avoid gaps and cannibalization

How to measure campaign effectiveness on the bottom line
How to market more effectively through varied PPC ad channels
Working in the world of (not provided) organic keyword data

Published in: Technology, Design

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  • Kayla/ErikTalking about all facets of healthcare industry – education, insurance, providers, etc.
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  • KaylaI tend to do things the grassroots way first – just type your company name or service/product offerings in to a search engine and see what comes up. Are there very direct competitors of yours showing up in those paid ads on page one? Even if you’re on that page organically, you’re missing out on a possible second lot of real estate and/or losing business.
  • KaylaThe other side of that is that you have to be prepared for all the different kinds of searcher preferences you may encounter along the way. I’ve said it before and I’ll say it again, the psychology behind who searches online, how, what they want as an outcome, etc. are all fascinating to me. If your site isn’t set up to provide those different conversion opps, you may upset potential customers, consumers or clients more than you help.
  • KaylaFor example IU Health’s website allows you to very quickly get to a contact form and submit your info so that someone from the IUH team can get in touch.
  • KaylaHowever they also give you the option to click around and find your own information, even a self-diagnosis widget. We’ll talk later about how you can and should still track all of these different quasi-conversions, but providing options is your best bet when it comes to removing vulnerabilities.
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  • KaylaIt is not an easy task to determine how much or what kind of budget you should and can allocate towards PPC marketing, especially if it’s a new venture. Whether you’ve already started dabbling in online paid advertising or not, my first notion is to look at those marketing channels you’re utilizing that definitely aren’t working and try to leach the money from there, first. This can vary depending on what exact healthcare niche you’re in, but it’s no longer a secret that online ad spend is far outpacing more traditional, print or radio mediums. If you’ve started seeing diminishing returns on things like billboards, catalogs, direct mail, etc. – is it possible to grab some of that budget for PPC?
  • KaylaAdditionally, many of those traditional methods lack the same degree of trackability (short and long term) that PPC can provide. You can know in almost all situations that a click came from here or here, that person then interacted again here and then reached out with their information here with online marketing, PPC in particular sometimes in real time.
  • KaylaThere’s also the very important note to remember that you do NOT have to immediately dump thousands of dollars in to PPC if you aren’t quite sure of the return or aren’t necessarily even sure how to go about it. Just like this octopus quilt…your PPC budget can end up being comprised of systematically pulled budgets from other areas of your marketing scheme that over time turn in to a rather large investment.
  • Kayla Depending on the exact niche (insurance specifically) keywords can be a bit expensive, so also don’t set out a test budget that will actually hamper your ability to learn anything substantial. For example, if your average estimated CPC on keywords you want to bid on is $20 and you’ve set aside a $1000 budget…you’ll get about 50 clicks which isn’t enough traffic to make decisions on, anyway.
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  • Transcript

    • 1. SEO & PPC Strategies for the Healthcare Sector
    • 2. ERIK DAFFORN • President of Intrapromote • Speaker at SMX Advanced • Co-Author of SEO Secrets • Editor of Search Engine Visibility @erikdafforn
    • 3. KAYLA KURTZ • Senior Digital Adviser @ Hanapin • 2nd most widely-read writer on PPC Hero • Keynote Speaker at Search Exchange Internet Marketing Conf. 2013 • Emcee of HeroConf Paid Search Conference @one800kayla
    • 4. Main Topics How can you spot online strategy vulnerabilities for healthcare-related brands? Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 5. Main Topics:Main Topics How should you allocate PPC and/or SEO budget to avoid gaps or cannibalization among departments, etc.? Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 6. Main Topics:Main Topics What’s the best way to measure PPC or SEO campaign performance in terms of the bottom line for healthcare-related accounts? Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 7. Main Topics:Main Topics Which non-Google or Bing PPC channels can be utilized effectively for healthcare-related brands? Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 8. Main Topics:Main Topics Is it possible to run successful SEO campaigns for healthcare given potential for organic keyword ambiguity? Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 9. Main Topics:Poll Questions! How long have you been involved in SEM? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 10. Main Topics:Poll Questions! How do you manage your SEM accounts? A. I manage it myself B. I’m a part of a team that manages it C. I outsource my account management D. I’m rethinking how my account is managed Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 11. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Local Search • Doctors' presence and reputation • Mergers and acquisitions
    • 12. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Local Search • Unique NAP • Correct categorization • Current listings
    • 13. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Physician Search tinyurl.com/doctor-reputation
    • 14. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Mergers and Acquisitions
    • 15. Spotting Vulnerabilities - PPC Google/Bing it! Spotting Vulnerabilities - PPC
    • 16. Spotting Vulnerabilities - PPCSpotting Vulnerabilities - PPC Do you have different conversion types/opportunities available?
    • 17. Allocating Budget - SEOAllocating Budget - SEO Critical Elements: • Architecture • Keyword Research • Local Feed (Setup AND Maintenance) • Reporting • Analysis
    • 18. Allocating Budget - PPC Depends on the exact vertical – but what definitely ISN’T working?
    • 19. Source: Information Architects
    • 20. Allocating Budget - PPC If you can’t go all in – pull a test budget!
    • 21. Allocating Budget - PPC Get some estimates…and don’t forget they’re estimates.
    • 22. Main Topics:Poll Questions! What methods have you used previously to determine test budgets? A. Guess – it’s a crapshoot anyway! B. Hired a consultant C. Ran estimates using online tools D. Combination of two or more of the above Have questions throughout the webinar? Use #ppcseo on Twitter!
    • 23. Measuring for the Bottom Line - SEO Critical Elements: • Analytics Setup • Goals Identification • Goals Valuation • Multi-Channel Attribution • Multi-Device Attribution • Ongoing Refinement
    • 24. Measuring for the Bottom Line - PPC Long sales cycles = thorn in your ROAS side
    • 25. Measuring for the Bottom Line - PPC CLIENT EXAMPLE!
    • 26. Measuring for the Bottom Line - PPC Ok, but what else? • Universal Analytics • Measure touch points • Again – multiple ‘conversion’ types
    • 27. Non-Traditional PPC for Healthcare- Related Industries
    • 28. Healthcare-Sector SEO & Managing Around Ambiguity (not provided)
    • 29. Healthcare-Sector SEO & Managing Around Ambiguity 0 100000 200000 300000 400000 500000 600000 700000 800000 July August Organic Traffic by Site Section: Raw Ortho Children Neuro Heart Disorders Home page 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% July August Organic Traffic by Site Section: %
    • 30. Main Topics:Poll Questions! Which exclusive webinar offer(s) are you interested in? A. Free Google Webmaster Tools audit from Intrapromote B. Free account consultation (Solutions Blueprint) with Hanapin Marketing C. Neither D. Both
    • 31. Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for the Healthcare Sector. #ppcseo • Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ Password: webinar126 • Get a free account consultation (Solutions Blueprint) from Hanapin Marketing: http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or contact us directly: • Erik Dafforn: erik@intrapromote.com • Kayla Kurtz: kayla.kurtz@hanapinmarketing.com Your Questions!
    • 32. THANK YOU!

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