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.TRANSCRIPT
INCORPORATING PAY-PER-CLICK (PPC)ADVERTISING INTO YOUR MARKETING CAMPAIGN
JAN KORB, CEO
WHY YOU SHOULD CARE
61% of American adults look online for health information
WHY YOU SHOULD CARE
41% turn to the internet first when researching hospitals
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
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
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
WHY YOU SHOULD CARE
When would you incorporate a PPC strategy into a marketing plan?
- When organic SEO is not driving enough traffic
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
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
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
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
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
OVERVIEW
Search-based PPC
Content Network PPC
Demographic Based PPC
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
TYPES OF PCC
GeekGee
GeekoSystem.com
TYPES OF PCC
TYPES OF PCC
TYPES OF PCC
Top performing banner ads, by size
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
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.
TYPES OF PCC
Location-based ads via IP tracking
TYPES OF PCC
Content Network PPC places ads on news and article sites are somewhat related to articles or search content.
TYPES OF PCC
83% of internet users, or 61% of adults have looked online for information about at least one of these topics:
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.
TYPES OF PCC
Advertising + Social + Search
PPC is most often the part of an integrated approach
PPC + SearchPaid search (SEM) and natural/organic search (SEO)
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.
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.
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.
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
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
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.
ADVERTISING + SOCIAL + SEARCH
Tools
ADVERTISING + SOCIAL + SEARCH
Interest In Topic By Region
ADVERTISING + SOCIAL + SEARCH
Top Search Terms In Region
ADVERTISING + SOCIAL + SEARCH
Bidding And Page Position
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
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
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
ADVERTISING + SOCIAL + SEARCH
Questions?
Twitter: @JanKorb or @BroadBasedFacebook, Linkedin, Google+, Slideshare
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