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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.

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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SEO and PPC for the Healthcare Sector

  1. 1. SEO & PPC Strategies for the Healthcare Sector
  2. 2. ERIK DAFFORN • President of Intrapromote • Speaker at SMX Advanced • Co-Author of SEO Secrets • Editor of Search Engine Visibility @erikdafforn
  3. 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. 4. Main Topics How can you spot online strategy vulnerabilities for healthcare-related brands? Have questions throughout the webinar? Use #ppcseo on Twitter!
  5. 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. 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. 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. 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. 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. 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. 11. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Local Search • Doctors' presence and reputation • Mergers and acquisitions
  12. 12. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Local Search • Unique NAP • Correct categorization • Current listings
  13. 13. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Physician Search tinyurl.com/doctor-reputation
  14. 14. Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO • Mergers and Acquisitions
  15. 15. Spotting Vulnerabilities - PPC Google/Bing it! Spotting Vulnerabilities - PPC
  16. 16. Spotting Vulnerabilities - PPCSpotting Vulnerabilities - PPC Do you have different conversion types/opportunities available?
  17. 17. Allocating Budget - SEOAllocating Budget - SEO Critical Elements: • Architecture • Keyword Research • Local Feed (Setup AND Maintenance) • Reporting • Analysis
  18. 18. Allocating Budget - PPC Depends on the exact vertical – but what definitely ISN’T working?
  19. 19. Source: Information Architects
  20. 20. Allocating Budget - PPC If you can’t go all in – pull a test budget!
  21. 21. Allocating Budget - PPC Get some estimates…and don’t forget they’re estimates.
  22. 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. 23. Measuring for the Bottom Line - SEO Critical Elements: • Analytics Setup • Goals Identification • Goals Valuation • Multi-Channel Attribution • Multi-Device Attribution • Ongoing Refinement
  24. 24. Measuring for the Bottom Line - PPC Long sales cycles = thorn in your ROAS side
  25. 25. Measuring for the Bottom Line - PPC CLIENT EXAMPLE!
  26. 26. Measuring for the Bottom Line - PPC Ok, but what else? • Universal Analytics • Measure touch points • Again – multiple ‘conversion’ types
  27. 27. Non-Traditional PPC for Healthcare- Related Industries
  28. 28. Healthcare-Sector SEO & Managing Around Ambiguity (not provided)
  29. 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. 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. 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. 32. THANK YOU!

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