florida hospitalassociationpresentation.07.13

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?

jkorb@bbased.com

Twitter: @JanKorb or @BroadBasedFacebook, Linkedin, Google+, Slideshare

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