This document summarizes Rhian Ryan's presentation about making sense of data to optimize a proton therapy center's paid search campaign. Key points include: 1) The campaign goals were to build brand awareness and generate online leads in the UK and EU markets through paid search. 2) Conversion rate optimization testing identified elements like page layout, content, and forms that improved lead submission. 3) Additional data analysis found relationships between paid keyword interactions and video/image events that influenced conversions. 4) Combining data from multiple platforms and weighting keywords based on conversion rates led to optimized bidding that increased performance.

1. MAKING SENSE OF
ALL THE NUMBERS
PRESENTED
BY
Rhian Ryan

2. LOMA LINDA UNIVERSITY MEDICAL CENTER (LLUMC)
• Proton Beam Therapy
• Cutting-Edge Treatment
• Leading Treatment Facility
• Internationally Recognized
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3. OBJECTIVES & STRATEGY
Campaign Goals
• UK & EU Focused
• Build Brand Awareness
• Generate Online Leads
Paid Search Strategy
• Indentify Key Markets by Visitors
• In-Language Assets (Limited French)
• Launch Paid Search (Google, Yahoo UK & FR)
Conversion Rate Optimization Strategy
• A/B Testing of Page Layout & Placement of On-Page Elements
• MVT Testing of Content Combinations (Copy, Images, Video)
• MVT Testing Lead Form (Placement, Questions/ Wording, Length)
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4. SUCCESS EVENTS
Conversion Goal
• Leads Generation
• Form Submission
Secondary Events
• On-Page Element “Interactions”
• Video, Slide Show & Email Page Link
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5. FAST FORWARD 1 ½ YEAR LATER…
PPC | Top Performers
• Markets by Lead Volume
• United Kingdom, France & Germany
• Ad Copy Themes
• “Pioneers,” “Expertise,” “Minimal Damage”
• Keyword Themes
• “Proton Therapy,” “Cancer Treatment,”
“Cancer Center,” & Brand-Related
CRO | “Winners”
• Multiple Rounds of Testing
• Identified Winning Creative Combos
• Continuous Experiments & Refinements
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6. CRO PROGRESS, BUT PPC PLATEAU
Thought Process
• Golden Nuggets of Insight for Greatest Impact on PPC Performance
• Identify Most Meaningful Data & Metrics to Analyze & Act Upon
Look Beyond Primary Conversions!
• “Interaction” Events Influencing Conversion
• Opportunity to Connect at Paid Keyword Level
• Develop New Data Set for Optimization Inspiration
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7. MAKING THE DATA WORK
Objective: Infer Relationship Between Conversion & Secondary Events
“Is the propensity to convert greater after interaction with an
on-page element (video, image slideshow or emailed page)?
… But We’ve Got a Hot Data Mess!
• Autonomy Optimost  Testing
• Configured for Reporting in SiteCatalyst
• Omniture SiteCatalyst  Analytics & Segmentation
• Custom Conversion Variables (Prostate vs. Eye)
• Google Analytics  Event Tracking
• Reflects Same Events Tracked in SiteCatalyst
• Search Engines  Campaign Data & Conversions
“
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8. “TRIMMING THE FAT”
Reduce Data
• Only Paid Search Keywords Generating Conversions
• “But That’s Not a Complete Picture of Keyword Inventory.”
… Enter Google Search Funnels
• Cuts Heavy Lifting in Half (Sanity Saver)
• Conversion “Assists” = More Players on Field
Compile Historic Data (YTD)
• Google AdWords  Converting Keywords & “Assists”
• Yahoo Search Marketing  Converting Keywords & “Assists”
• Google Analytics  Converting PPC Keywords  Interaction Events
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9. MARRYING THE DATA
• Cross Reference (VLookUp is Our Friend!)
• Assign Keywords Unique IDs to Distinguish Engines, Match-Types Etc.
• Consolidate Data by Unique ID to Accurately Depict Interaction Events
• Weight the Data Based on Conversion Rates of “Interaction” Events
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10. APPLIED ANALYSIS
• Assigned Index Value Based on Average Influence Over Conversion
• Optimized Keyword Across Engines Bids Based on Avg. Weighted Values
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11. INSIGHTS & PERFORMANCE
• Branded Keywords Resulted in More “Virtual Tour” Interaction Events
• Proton Keywords Resulted in More “Treatment Process” Events
• Email Link & Testimonials Video did not Greatly Effect Conversion
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12. WE DIDN’T CURE CANCER…
• “But We’re Pretty Pleased with Performance!”
• Interaction Themes Driving Dynamic Landing Page Development
• Opened Doors for Expanded In-Language Content Creation (German)
EMG | Technology-Driven,
Strategic Marketing Agency
• Search Engine Marketing
• Social Media Strategy & ORM
• UX & Conversion Optimization
• Enterprise Web Analytics
• Original Content & Creative
• CMS & Enterprise Solutions
• Rich Media Production
• Application Development
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13. THANK YOU!
R h i a n Rya n
rryan@earthboundmedia.com
Twitter @Uber_Rhian
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