Using Paid Search EffectivelyNew Strategies

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

CASEY HANSEN | ONLINE MARKETING STRATEGIST

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Today’s PresentersBen 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

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 part-time gig.

Geonetric Clients

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About Geonetric

Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.

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Video Of This Webinar

Watch the VideoLearn 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!

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eBook & Whitepaper AvailableFill out the survey at the end of the webinar and we’ll send them your way.

Request your free copy!

Using Paid Search EffectivelyNew Strategies

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

CASEY HANSEN | ONLINE MARKETING STRATEGIST

The Game is Changing

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The New PPC Story

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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

Where’s the Organic Results?

Organic

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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…

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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

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Go with the Flow

What happens AFTER the click is as important as GETTING the click.

Impressions Clicks Start conversion form

Form completions

Total Revenue

from Follow-up Services

Where Should I Focus?

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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?

Goal

Audience

Channel

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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

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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

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A Few Examples…• Google Display Ads

– Good for more general messages and a broader audience

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A Few Examples…• Facebook Ads

– Specific demographic targeting

– “Conversational” ad opportunities

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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

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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?

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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

Keep Your MarketingAgile!

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Agile Marketing• Goal-driven

• Flexible in the face of data

• Deliver value fast

• Measurable

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The Agile Process• Daily team standups

• Weekly campaign “demos”

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Dynamically Changing the Marketing Mix

What’s New in Paid Search?

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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

New Call to Action Options• Click to a landing page (traditional)

• Click-to-call

• Digital downloads

• Maps & directions

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Ad Extensions

• Sitelinks

• Location Information

• Phone Numbers

• App Links

• Rating Information

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Bing Hero Ads / Google Visual Search Ads

Image Source: http://pureinfotech.com/2013/11/01/stop-windows-81-bing-smart-search-targeting-ads/

Measures of Success(And How to Improve)

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Measures of Success (And How to Improve)

Impressions Clicks Start conversion form

Form completions

Total Revenue

from Follow-up Services

Big value is here

Conversion RateCompletion Rate

But it takes a long time

Track and optimize these steps

Ad TargetingAd Position

Click-Through Rate

AppointmentRate

Ad Positioning

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Ad Position

Source: SearchEngineWatch.com

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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

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Quality Score Reduces Costs

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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

Click-Through Rate

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What Causes a Click?

Ad Targeting

Ad Copy

Ad Position

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Targeting Your Message• Who is your audience?

• Where is your audience?

• What are you using to engage?

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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

Every platform gives

different options!

From Click to Convert

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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

Focus on the goal!

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A/B Testing

A

B C

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Matching Landing Pages to Ads

Improves Conversion

Evaluative Measures

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Evaluative Measures• Conversion rate

• Cost-Per-Conversion

• Number of conversions (appointments, screenings, etc.)

• Financial metrics

Dollars Matter• Financial Return

– Charges

– Revenue

– Contribution margin

• Campaign Profitability vs. ROI

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When ROI is Wrong• Ideal investment doesn’t maximize ROI

• Ideal investment stops when the cost for the next conversion equals expected value (contribution margin) for that patient.

Expected patient value

Cost per conversion

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A Final Thought

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Questions?

Contact Ben:800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.com

@benatgeo

Pinterest.com/benatgeo

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Video Of This Webinar

Watch the VideoLearn 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

eBook & Whitepaper AvailableFill out the survey at the end of the webinar and we’ll send them your way.

Request your free copy!

See You in 2014!

The End