Florida hospitalassociationpresentation.07.13

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Incorporating Pay-Per-Click into your Marketing Campaign. Presented to the Florida Hospital Association by Jan Korb on July 14, 2011.

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Florida hospitalassociationpresentation.07.13

  1. 1. INCORPORATING PAY-PER-CLICK (PPC)ADVERTISING INTO YOUR MARKETING CAMPAIGN JAN KORB, CEO
  2. 2. WHY YOU SHOULD CARE
  3. 3. WHY YOU SHOULD CARE 61% of American adults look online for health information
  4. 4. WHY YOU SHOULD CARE 41% turn to the internet first when researching hospitals
  5. 5. WHY YOU SHOULD CARE When it comes to obtaining hospital information online, search engines are second at 62%, behind hospital websites in terms of where consumers are navigating
  6. 6. WHY YOU SHOULD CARE The three areas of interest people look for when conducting online health care related research are 1) condition information, 2) facility information and 3) physician information
  7. 7. WHY YOU SHOULD CARE 43% of those surveyed said the internet helped them make their decision on a facility. While caregivers, friends, and relatives ranked higher in this area, the internet is influencing almost 1 out of every 2 people’s decision on a facility. This is significant. *Source: OTX & Google Custom Hospital Study, June 2009
  8. 8. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic
  9. 9. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic - When keywords are too competitive for organic search
  10. 10. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic - When keywords are too competitive for organic search - To test popularity keywords via click-through conversion
  11. 11. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic - When keywords are too competitive for organic search - To test popularity keywords via click-through conversion - To create awareness of new facility locations, new service lines, new physicians on staff, new treatment opportunities, new insurance programs
  12. 12. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic - When keywords are too competitive for organic search - To test popularity keywords via click-through conversion - To create awareness of new facility locations, new service lines, new physicians on staff, new treatment opportunities, new insurance programs - To generate campaign- and issue-based traffic
  13. 13. OVERVIEW When would you incorporate a PPC strategy into a marketing plan? - When organic SEO is not driving enough traffic - When keywords are too competitive for organic search - To test popularity keywords via click-through conversion - To create awareness of new facility locations, new service lines, new physicians on staff, new treatment opportunities, new insurance programs - To generate campaign- and issue-based traffic - To recruit
  14. 14. TYPES OF PCC Search-based PPC Content Network PPC Demographic Based PPC
  15. 15. TYPES OF PCC Average Success Rates The average Click Through Rate (CTR) for sponsored links for all industries in 2010 was 0.051 percent, which declined from 2009’s 0.063. The worst performing CTRs were for healthcare ads, which reported 0.011 percent. 2011 Webtrends Report The average standard banner ad CTR has, after a continued decline, stabilized at 0.09 percent in mid 2010. www.kikabink.com The average Facebook ad CTR is 0.051 percent. www.kikabink.com
  16. 16. TYPES OF PCC GeekGee GeekoSystem.com
  17. 17. TYPES OF PCC
  18. 18. TYPES OF PCC
  19. 19. TYPES OF PCC Top performing banner ads, by size
  20. 20. TYPES OF PCC Acronyms: CPC – Cost Per Click CPM – Cost Per Thousand CTR – Click Through Rate PPC – Pay Per Click PPI – Pay Per Impression SEO – Search Engine Optimization SERP - Search Engine Result Pages SEM – Search Engine Marketing SMA – Social Media Analysis
  21. 21. TYPES OF PCC Search-based PPC is best for customers that know about the products or services they want but may not know that you offer them.
  22. 22. TYPES OF PCC Location-based ads via IP tracking
  23. 23. TYPES OF PCC Content Network PPC places ads on news and article sites are somewhat related to articles or search content.
  24. 24. TYPES OF PCC 83% of internet users, or 61% of adults have looked online for information about at least one of these topics:
  25. 25. TYPES OF PCC Demographic Based PPC ads are most common on the social networking sites such as Facebook and LinkedIn. They allow the advertiser to only show their ads to certain demographic profiles.
  26. 26. Advertising + Social + SearchPPC is most often the part of an integrated approach
  27. 27. ADVERTISING + SOCIAL + SEARCH PPC + Search Paid search (SEM) and natural /organic search (SEO)
  28. 28. ADVERTISING + SOCIAL + SEARCH Steps To A Measurable PPC Program 1. Combine a strong SEO program to return high in organic search and fill in keyword performance gaps with SEM.
  29. 29. ADVERTISING + SOCIAL + SEARCH Steps To A Measurable PPC Program 1. Combine a strong SEO program to return high in organic search and fill in keyword performance gaps with SEM. 2. Collaborate with your SEO team to make sure you are working on the same keywords. PPC influences SEO.
  30. 30. ADVERTISING + SOCIAL + SEARCH Steps To A Measurable PPC Program 1. Combine a strong SEO program to return high in organic search and fill in keyword performance gaps with SEM. 2. Collaborate with your SEO team to make sure you are working on the same keywords. PPC influences SEO. 3. Try splitting PPC campaigns between the search network and the content network, so you have a basis for comparison.
  31. 31. ADVERTISING + SOCIAL + SEARCH Steps To A Measurable PPC Program 1. Combine a strong SEO program to return high in organic search and fill in keyword performance gaps with SEM. 2. Collaborate with your SEO team to make sure you are working on the same keywords. PPC influences SEO. 3. Try splitting PPC campaigns between the search network and the content network, so you have a basis for comparison. 4. Watch your traffic to measure response and evaluate your choice of text & words
  32. 32. ADVERTISING + SOCIAL + SEARCH Steps To A Measurable PPC Program 1. Combine a strong SEO program to return high in organic search and fill in keyword performance gaps with SEM. 2. Collaborate with your SEO team to make sure you are working on the same keywords. PPC influences SEO. 3. Try splitting PPC campaigns between the search network and the content network, so you have a basis for comparison. 4. Watch your traffic to measure response and evaluate your choice of text & words 5. Adjust your PPC bids/ budget accordingly Refine, Review, Repeat
  33. 33. ADVERTISING + SOCIAL + SEARCH If you have both SEO and SEM placements for your short tail keywords and ultimately have 2+ listings on the page, you can have 10% + of the page real estate, from a Google perspective.
  34. 34. ADVERTISING + SOCIAL + SEARCHTools
  35. 35. ADVERTISING + SOCIAL + SEARCHInterest In Topic By Region
  36. 36. ADVERTISING + SOCIAL + SEARCHTop Search Terms In Region
  37. 37. ADVERTISING + SOCIAL + SEARCHBidding And Page Position
  38. 38. ADVERTISING + SOCIAL + SEARCH
  39. 39. ADVERTISING + SOCIAL + SEARCH
  40. 40. ADVERTISING + SOCIAL + SEARCH PPC Operators The three largest PPC network operators, and all three operate under a bid-based model. - Google Adwords - Yahoo! Search Marketing - Microsoft adCenter Also: - AdSense, by Google, matches the theme of your ad to the theme of the content on the page of which it appears
  41. 41. ADVERTISING + SOCIAL + SEARCH
  42. 42. ADVERTISING + SOCIAL + SEARCH
  43. 43. ADVERTISING + SOCIAL + SEARCH
  44. 44. ADVERTISING + SOCIAL + SEARCH
  45. 45. ADVERTISING + SOCIAL + SEARCH
  46. 46. ADVERTISING + SOCIAL + SEARCH
  47. 47. ADVERTISING + SOCIAL + SEARCH
  48. 48. Questions? jkorb@bbased.com Twitter: @JanKorb or @BroadBasedFacebook, Linkedin, Google+, Slideshare Sign up for our monthly newsletter at bbased.com>News

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