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New Strategies

Using Paid Search Effectively

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
CASEY HANSEN | ONLINE...
Today’s Presenters
Ben Dillon, MBA | VP & eHealth Evangelist |
Geonetric
Ben is a vice president at Geonetric. He writes a...
Geonetric Clients
About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, phys...
Video Of This Webinar
Watch the Video
Learn where all your paid traffic is going and how
to connect with — and convert! — ...
eBook & Whitepaper Available
Fill out the survey at the end of the webinar and we’ll
send them your way.
Request your free...
New Strategies

Using Paid Search Effectively

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
CASEY HANSEN | ONLINE...
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...
Where’s the Organic Results?

Organic
SEO Becomes Less Predictable
• Traditional organic results are falling off the page

• SEOs given less and less data
• Goo...
Let’s Define Some Terms
• SEM (Search Engine Marketing)
– An umbrella term that includes SEO (organic search)
and PPC effo...
Go with the Flow

Impressions

Clicks

Start conversion
form

Form
completions

What happens AFTER the click is as importa...
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 use...
A Few Examples…
• Google Search/Bing Search (Text ads)
– Perfect for specific messaging with a call-to-action
– Users are ...
A Few Examples…
• Google Search/Bing Search (Text Ads)
– Perfect for specific messaging with a call-to-action
– Users are ...
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 – aud...
A Note on Remarketing…
• Remarketing campaigns
allow you to keep your
message in front of visitors
to your website
• Be su...
Managing the Chaos
• Have a plan for each platform and stick to the plan
– Each audience is different!

• Check in daily w...
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...
New Call to Action Options
• Click to a landing page (traditional)

• Click-to-call
• Digital downloads
• Maps & direction...
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-sear...
Measures of Success
(And How to Improve)
Measures of Success
(And How to Improve)
Ad Targeting
Ad Position

Appointment
Rate
Click-Through Rate

Impressions

Click...
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...
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 key...
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: #GEOL...
Targeting Your Message
• Who is your audience?
– Demographics
– Interests

• Where is your audience?
– Geography and/or sp...
From Click to Convert
Landing Page Optimization
• Quality of the user experience on that page
• Design
– Appealing

– Visual hierarchy
– Respons...
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.)
• Fi...
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...
A Final Thought

Tweet it: #GEOLIVE
Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com

@benatgeo
Pinterest.com/ben...
Video Of This Webinar
Watch the Video
Learn where all your paid traffic is going and how
to connect with — and convert! — ...
eBook & Whitepaper Available
Fill out the survey at the end of the webinar and we’ll
send them your way.
Request your free...
See You in 2014!
The End
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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 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

Published in: Technology, Business
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New Strategies for Using Paid Search Effectively

  1. 1. New Strategies Using Paid Search Effectively BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST CASEY HANSEN | ONLINE MARKETING STRATEGIST
  2. 2. 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.
  3. 3. Geonetric Clients
  4. 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. Tweet it: #GEOLIVE
  5. 5. 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
  6. 6. 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
  7. 7. New Strategies Using Paid Search Effectively BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST CASEY HANSEN | ONLINE MARKETING STRATEGIST
  8. 8. The Game is Changing
  9. 9. The New PPC Story Tweet it: #GEOLIVE
  10. 10. 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
  11. 11. Where’s the Organic Results? Organic
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Where Should I Focus?
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. A Few Examples… • Google Display Ads – Good for more general messages and a broader audience Tweet it: #GEOLIVE
  20. 20. A Few Examples… • Facebook Ads – Specific demographic targeting – ―Conversational‖ ad opportunities Tweet it: #GEOLIVE
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Keep Your Marketing Agile!
  25. 25. Agile Marketing • Goal-driven • Flexible in the face of data • Deliver value fast • Measurable Tweet it: #GEOLIVE
  26. 26. The Agile Process • Daily team standups • Weekly campaign ―demos‖ Tweet it: #GEOLIVE
  27. 27. Dynamically Changing the Marketing Mix Tweet it: #GEOLIVE
  28. 28. What’s New in Paid Search?
  29. 29. 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
  30. 30. New Call to Action Options • Click to a landing page (traditional) • Click-to-call • Digital downloads • Maps & directions
  31. 31. Ad Extensions • Sitelinks • Location Information • Phone Numbers • App Links • Rating Information Tweet it: #GEOLIVE
  32. 32. 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
  33. 33. Measures of Success (And How to Improve)
  34. 34. 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
  35. 35. Ad Positioning
  36. 36. Ad Position Source: SearchEngineWatch.com Tweet it: #GEOLIVE
  37. 37. 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
  38. 38. Quality Score Reduces Costs Tweet it: #GEOLIVE
  39. 39. 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
  40. 40. Click-Through Rate
  41. 41. What Causes a Click? Ad Copy Ad Targeting Tweet it: #GEOLIVE Ad Position
  42. 42. Targeting Your Message • Who is your audience? • Where is your audience? • What are you using to engage? Tweet it: #GEOLIVE
  43. 43. 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!
  44. 44. From Click to Convert
  45. 45. 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!
  46. 46. A/B Testing Tweet it: #GEOLIVE
  47. 47. Matching Landing Pages to Ads Improves Conversion Tweet it: #GEOLIVE
  48. 48. Evaluative Measures
  49. 49. Evaluative Measures • Conversion rate • Cost-Per-Conversion • Number of conversions (appointments, screenings, etc.) • Financial metrics Tweet it: #GEOLIVE
  50. 50. Dollars Matter • Financial Return – Charges – Revenue – Contribution margin • Campaign Profitability vs. ROI
  51. 51. 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.
  52. 52. A Final Thought Tweet it: #GEOLIVE
  53. 53. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo Tweet it: #GEOLIVE
  54. 54. 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
  55. 55. 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
  56. 56. See You in 2014!
  57. 57. The End

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