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Google AdWords Releases “Advanced Reporting” in Select Accounts

By | May 14, 2015

Well, Google has hinted at updated and better reporting within their AdWords UI in past livestreams, and it looks like some advertisers are lucky enough to get early access! I was just looking at some various accounts today and noticed a “reports” tab in the top navigation in one of the accounts.

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If you’ve been running Google AdWords campaigns for several years, you’ll recall that there used to be a “Report” tab that they removed and then had users use the “Dimensions” tab or the actual campaign, ad group, and keyword tabs to create reports.

Anyways, I wanted to give a quick snapshot or glimpse into the new reporting interface and talk quickly about the pros and cons.

First off, simply click the Reports tab above and then click +Report. Then, you will be able to select from 4 different reports: Table, Line Chart, Bar Chart, and Pie Chart. The table is pretty similar to the “Dimensions” tab that we’re all accustomed to. The other three chart options are new and allow you to create charts based on data you select.

Once you’ve selected a chart, you are able to choose the level of detail (i.e. campaign, ad group, etc.) and corresponding performance metrics, targeting, conversions, competitive metrics, and attribution/search funnels information in the left navigation.

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In the top navigation, you can filter for various campaigns, ad groups, match types, etc. Also in the top navigation is an “undo” and “redo” function, the ability to switch between chart types, save the charts as .pdf or .png, email to specific users, schedule reports, change the date range, show data by day, week, month, quarter, year, and download the charts.

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I’ve created four simple charts to show you potential ways to slice and dice data within the new advanced reporting below:

4567Pros:

  • The new AdWords advanced reporting allows you to create visuals and graphs within AdWords UI.
  • Graphs are interactive and easy to put together. Simply, drag and drop the metrics you want.
  • Filtering specific campaigns or targeting types allows you to hone in on specific information you want to analyze and exclude those that do not matter to you.
  • The date range is rolling, meaning it will automatically update based on the day you are looking at the report and dependent on if you choose a rolling date range. Obviously choosing a fixed date range would only pull data for that time.
  • The scheduling feature allows you to automate reporting for you superiors and/or clients.

Cons:

  • The new reporting is a bit slow in terms of how long it takes to load the various data and attributes you select.
  • It only allows you to have one report at a time; many of the reports we like to present to clients have multiple visualizations on one document.
  • The number of chart types is a bit limiting. Ideally there should be more options in the type of charts you can create.
  • The scheduling/email part only allows you to email these charts to users that have access to the account. If you want to email it to a client or stakeholder that does not have access, you will need to forward it on to them.
  • Reports are only available at the account level. Therefore, if you are working within an MCC and you want to have the same reports across multiple accounts, you will need to create them individually.

Although I haven’t had much time to mess around with this new feature, early on I would definitely say it is a huge improvement over the past reporting limitations. There is definitely room for improvements, but I am hoping this will come as they receive feedback from around the industry. Definitely check it out and let me know your thoughts or perhaps your favorite charts you are able to create within the new advanced reporting. For those of you that do not have access to this tool yet, hang tight. I only noticed it in one account so far.

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8 Tips to Boost Health Insurance Enrollments with Online Advertising

By | May 8, 2015

Health insurance advertising is one of the most competitive and therefore expensive industries in paid search advertising. Now with open enrollment only two to three months out of the year, health insurance competition is even more severe.

Adgooroo, a PPC competitive spy company, performed a study on the health insurance industry between January through June 2014. They found over 28,000 advertisers spending $103 million on just desktop and tablet devices. Keep in mind that this study did not provide information as it relates to mobile investment. To learn more about this study from AdGooroo, click here.

We realize that not all health insurance companies have millions of dollars per year to invest in their digital advertising efforts. In order to maximize your return on investment (ROI) through paid advertising for your health insurance organization, it’s essential to follow the steps below:

  1. Properly align budget with open enrollment periods – both individual and Medicare health insurance have very small windows through the year when consumers can switch insurance agencies. For individuals and families, the date range is November 1st, 2015 to January 31st, 2016. For seniors (65 and up), open enrollment period is Oct 15th, 2015 to December 7th, 2015. These two periods are when the majority of consumers will be enrolling and it is imperative you allocate your budget to maximize the demand.health-insurance-advertising-spend
  2. Have separate campaigns for each service line – this should be an obvious practice to follow but it’s extremely important to have separate campaigns for each service line. This will allow you to properly budget spend and have relevant ads and ad extensions.health-insurance-ppc-campaign-structure
  3. Bid on and protect your brand in separate campaigns – in addition to having separate campaigns for each service line (individual, Medicare, and group), it’s imperative to have budget dedicated to brand. Why? For one, we have seen that competitors are more likely to bid on your brand and even use your brand in their ad. This is usually due to the usage of dynamic keyword insertion, but if your brand is trademarked, you can report them to Google if they are using your name in their ad copy via the AdWords trademark complaint form. Just as importantly, brand keywords are your best converting keywords since many users have done their research and are ready to convert. The last thing you want to happen is to have a competitor bid on your brand (ranks above your organic listing), and steal a new member.health-insurance-paid-ads
  4. Don’t forget about special enrollment periods – yes, open enrollment is when the majority of consumers will enroll and become new members. However, there is still a market for those that qualify for enrollment based on life events. This is especially the case for Medicare where individuals are 64 and turning 65. Make sure you allocate some of your marketing dollars towards this initiative, but keep the budget low and the keywords extremely targeted.health-insurance-humana-ppc-ad
  5. Landing page testing and conversion rate optimization – when you are investing as much as you are in this industry (especially during open enrollment), it’s essential that you test multiple variations of your landing pages to determine what messaging/content, design, and calls to action resonate most with your consumers and convert the most visitors into leads and enrollments. Landing page creation and testing tools like Unbounce make this process relatively painless and free up the need to tie down IT resources and design team members. It also allows you to quickly deploy responsive landing pages at a very low cost.
  6. Use negative keywords…a lot of them – with the average cost per click (CPC) for health insurance keywords exceeding $20 per click in some instances, it’s crucial to use negative keywords (and even strict match types) to avoid wasting marketing dollars on existing customers or irrelevant types of insurance. Common negative keywords to exclude existing customers might be: payment, customer service, phone number, login, portal, etc. Common negative keywords for excluding irrelevant types of insurance are: car, automobile, auto, motorcycle, pet, dog, cat, dental, life, etc. Make sure you apply these to your campaigns, especially if you are using broad match keywords.
  7. Utilize retargeting – being that health insurance is such as consumer-driven, open marketplace, it’s essential to continue targeting users after they have been to your website. Users are going to shop around, get frustrated with long application processes, take breaks, and delay enrolling until the last minute. Retargeting will allow your health insurance organization to stay top of mind and push users down the buyer’s journey.health-insurance-display-ad
  8. Advertise outside of Google – yes, Google is the most important advertising channel to advertise on and you should allocate the majority of your advertising budget here. However; there are certain instances when you should test other advertising channels such as Bing Facebook, and LinkedIn. For example, we witnessed an instance when the Medicare service lines of two separate health insurance companies, saw a significantly lower cost per enrollment on Bing. We also saw that for an age-in Medicare campaign, Facebook generated a much lower cost per lead than Google. Facebook, for instance, will allow you to target users that are 64 years old; you are not able to get this granular when targeting on Google and the volume of users was much higher for individuals aging in on Facebook.
  • Pro Tip: How about targeting users that are 64 years old and have a birthday coming up within 7 days (i.e. turning 65)?

Facebook Ads on Health Insurance

Final Thoughts:

With the majority of your success spanning from just a few months out of the year during open enrollment, it’s important that you start planning and testing NOW. And if you’re looking for a strategic partner to help increase your health insurance enrollments and revenue, contact us to see how we can help!

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Affordable PPC Avenues for Marketing a Law Firm

By | April 30, 2015

Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies.  If you don’t have the budget to spend hundreds of thousands—if not millions!—each year, don’t fret.  There are other avenues to turn to that can be even more effective and can help you stand apart in this competitive landscape.

The legal marketing tactics below will not only help build your brand following but also create awareness and even drive quality leads with the proper calls to action.

Use Facebook to Reach Your Targeted Audience

More than 1.3 billion people use Facebook and 64% visit Facebook every day. With such a large net of Facebook users, you can capture more qualified traffic and leads by focusing on your specific target audience and their behaviors.  For example, if you are marketing for divorce attorneys you can target divorced men or women within a certain age range.  In addition, you can target certain interests and behaviors, such as ‘Divorce’ which will display your ads on user feeds that have expressed interests or liked pages related to that topic.  Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1.

Leverage YouTube Advertising to Create Effective Brand AwarenessYouTube for Legal Marketing

In the legal industry, millions and millions of dollars are spend on TV broadcasting each year.  This can be intimidating to small-medium sized firms trying to come up with a law firm marketing strategy.  But, instead of trying to find millions of extra dollars laying around, you can try a more affordable and targeted approach by posting short videos and advertising them through YouTube. You can target specific keywords, topics, and/or various demographics on YouTube.

You can even target certain networks that you know your audience will be more likely to watch. Unlike TV broadcasting, YouTube is significantly cheaper, with CPCs usually less than $1. This means that you can get a lot of bang with your buck and drive great results with even just a $500/mo budget.

YouTube for Marketing a Law Firm

Even better news—you only pay when someone chooses to watch your ad or clicks to your site, so you don’t waste money advertising to people who aren’t interested.

YouTube is best at generating brand awareness, so don’t be alarmed if you don’t see immediate leads from YouTube.  Luckily, brand awareness and reputation management are also important components in law firm marketing. To measure performance, check your organic and PPC search volume before, during, and after your campaigns have launched to test any lift in outside traffic or conversions.

 

Add Review Extensions to Stand Apart

If you stick with your traditional PPC tactics, one way to boost your law firm and have it stand apart from competition is by implementing review extensions.  This quick, easy—and FREE!—extension is as simple as finding an accurate and credible third-party review about your law firm.  In a recent study with one of our clients, ads that included a review extension saw a 167% higher conversion rate than ads that did not have the review extension.

Add Review for Great Legal Marketing

PPC advertising doesn’t always have to break your bank in the legal industry. In fact, the tactics listed above can really help drive more efficient traffic and quality leads with the right strategies in place.  By focusing on your target audience and their behaviors and interests, you can discover new ways to compete and stand out against your competitors.

Do you want great legal marketing? Read our blog on the Four Tips to Start an Effective Law Firm Marketing Strategy.

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Healthcare Marketers: Stop Wasting Money & Use Negative Keywords

By | April 28, 2015

Negative keywords are a fundamental requirement when running paid advertising for any accounts. Negative keywords are extremely important for blocking user search queries that are most likely irrelevant to the services your healthcare organization is providing. They also help control which ads show up for particular search queries. Negative keywords are most important when your campaigns use a lot of broad match keywords, since Google decides which of the users search queries are relevant to the keywords you are bidding on and therefore determines when your ads will show.

Fathom Healthcare works with several different health systems and hospitals nationwide. When we audit and inherit PPC campaigns, we typically see a lot of search queries that are matched with keywords that should not be.

In the example below, the health system was bidding on “dermatology doctor” in broad match but actually being matched with “derma roller”.

Negative Keywords for Health Systems

To see the actual queries being triggered by particular keywords, simply select the check box next to the keyword (or keywords) and select “details” and then “search terms.”

AdWords Search Terms

We have created a master negative keyword list that healthcare advertisers should consider adding to prevent irrelevant clicks and wasted marketing budget. I have categorized these negative keyword lists in a way that allows you to easily determine if they should be added to your campaigns. Some of these keywords are more obvious to add than others, so it’s important to really look through and make sure they are not conflicting with who you want to target in your paid advertising campaigns. Below is a short sample of negative keywords we typically use for many of our healthcare clients:

Animals Treatment:

  • Animal
  • Animals
  • Pet
  • Pets
  • Dog
  • Dogs
  • Cat
  • Cats
  • Puppy
  • Puppies
  • Kitten
  • Kittens
  • Horse
  • Horses
  • Veterinary
  • Vet
  • Veterinarian

Media:

  • Pic
  • Pics
  • Picture
  • Pictures
  • Photo
  • Photos
  • Image
  • Images
  • Photograph
  • Photographs
  • Video
  • Videos
  • Movie
  • Movies
  • Animation
  • Animations
  • Clips
  • Clip
  • YouTube
  • Gif
  • Gifs
  • Jpeg
  • Jpegs
  • “Clip Art”

Employment-Seekers:

  • hire
  • hiring
  • employment
  • employer
  • employers
  • job
  • jobs
  • career
  • careers
  • occupation
  • occupations
  • full time
  • “part time”
  • work
  • resume
  • resumes
  • salary
  • salaries
  • pay
  • intern
  • resume
  • resumes
  • intern
  • interns
  • internship
  • internships
  • position
  • positions
  • opening
  • openings
  • become
  • staffing

Education Seekers:

  • training
  • learn
  • class
  • classes
  • school
  • schools
  • college
  • colleges
  • university
  • tutorial
  • tutorials
  • course
  • courses
  • textbook
  • textbooks
  • book
  • books
  • library
  • conference
  • conferences
  • seminar
  • seminars
  • workshop
  • workshops

Existing Patient/Caregiver:

  • “my”
  • “login”
  • “portal”
  • Payment
  • Billing
  • “Customer service

Research-Mode: please note, many of our healthcare clients want to show up for these types of queries. However; if budget is limited, we may choose to add these as negatives if we’re focused on generating conversions:

  • “What is”
  • Define
  • Definition
  • Wikipedia
  • Wiki
  • “Meaning Of”
  • Information
  • Info
  • Blog
  • Blogs
  • Forum
  • Forums
  • Study
  • Studies
  • Journal
  • Journals
  • News
  • About
  • Example
  • Examples
  • Stats
  • Statistics
  • Sample
  • Samples
  • Research
  • Symptom
  • Symptoms
  •  “Survival Rate”
  • “causes”
  • “Life Expectancy”
  • “side effect”
  • “side effects”
  • Complication
  • Complications
  • Problem
  • Problems
  • Risk
  • Risks

Cost-Conscious:

  • Free
  • Cheap
  • Cheapest
  • Discount
  • Discounted
  • Inexpensive
  • Insurance
  • Cost
  • Price
  • Finance
  • Financing
  • Loan
  • Loans
  • Grant
  • Grants

 If you’d like to add several of these negative keywords to multiple campaigns, you can do this through negative keyword lists located in your shared library in Google AdWords rather adding them to each campaign one by one. Simply create a negative keyword list, then choose the campaigns to apply the negatives to.

Negative Keyword Lists

Another consideration is using negative keywords to control which ads are served for different keywords and search queries. Many times, advertisers have a well-structured campaign and ad groups but are bidding on broad match keywords, so Google will sometimes show the wrong ad.

For example, this advertiser was bidding on “prostate cancer” keywords in broad match but the actual search queries were around “lung cancer” and “colon cancer”. If the advertiser wants to continue to bid on “prostate cancer” in broad match, they would need to add either ad group or campaign level negatives of other types of cancer to ensure their ads are not triggered for the wrong search queries.

Ad Poaching w/ Negative Keywords

We hope this tip helps your health system save marketing dollars and improve ROI from your search engine marketing campaigns! If you would like Fathom to take a look at your current AdWords campaigns to see if we can improve them, please do not hesitate to contact us for a free assessment!

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Are You Advertising Your Urgent Care Clinics Online?

By | April 17, 2015

One of the newest paid advertising trends Fathom Healthcare has noticed is the investment in advertising of urgent care centers online using pay-per-click (PPC) advertising.

Why Urgent Care Centers

Promoting urgent care centers has become a priority for health systems recently. But why? From a macro perspective, there’s been significant growth in urgent care centers in the past 3 to 5 years. According to a Forbes article titled “A Boom In Urgent Care Centers As Entitlement Cuts Loom”, more than 8,000 urgent and immediate care centers were open in 2013 in the U.S., and most of these are run by nonprofit health systems. In addition to health systems, private equity and investor-owned companies have also entered the mix coupled with retail health clinics, such as CVS Minute Clinic, which offers similar services. The need for immediate and affordable care is evident and many different types of healthcare organizations are making it a priority.

From a digital marketing perspective, urgent care centers are a great fit with paid search advertising. Most health systems traditionally promote their service lines through paid search, such as bariatric services, orthopedics, neurosciences, oncology and women’s health. Many of the conditions/treatments examined around these service lines have a long “research” cycle before even considering scheduling an appointment. However, users searching for “urgent care” clinics are much more impulsive and are closer to “immediate need”.

Secondly, urgent care centers are able to get new patients in the door within 30 minutes to an hour after clicking your ad. Therefore, health systems can immediately see the impact (and revenue) from their advertising efforts, where traditional healthcare advertising can take weeks or even months to get the patient in for an appointment.

Lastly, Google AdWords and Bing ads have made it extremely easy for advertisements to connect with new patients via their click-to-call feature on mobile devices. Since most urgent care-related injuries and treatments are impulsive, users are more likely to hop on their smartphone, search for help, and effortlessly connect with an urgent care center or find the location nearest them. In fact, according to Google in 2014 Q4, over 60% of urgent care related searches were from mobile devices!

Urgent Care Google AdWords Benchmarks

According to Google AdWords data, in 2014 Q4, search queries related to urgent care grew 26% year over year; desktop queries grew 5% and tablets grew 14%. The majority of growth came from mobile devices, with 53% growth! Average cost per click (CPC) across all devices was relatively consistent, averaging out to $2.40. Average click-through rate (CTR) was significantly higher for mobile (3.11%) and tablets (2.96%); where desktop CTR was 1.95%.

Urgent Care Search Queries by Device

Urgent Care Paid Search Best Practices

So, if you are going to test out promoting your urgent care centers, what are some things to consider to increase your chances of success?

  • Mobile / Responsive Website: with over 50% of users searching urgent care related keywords from mobile devices, it’s imperative to have a website that renders properly on mobile devices.
  • Click to Call Campaigns: make sure your campaigns are opted into targeting mobile devices and using call extensions so users can easily click the phone icon on their phone, and be routed to one of your urgent care centers.

Urgent Care Mobile Ad

  • Mobile Bid Modifiers: In addition to targeting mobile devices, you should consider bidding higher for mobile devices using bid modifiers. Why? Because there are fewer ads that show up on mobile devices, so you’ll want to bid higher for those top two spots above the organic listings.

Urgent Care Performance by Device

  • Ad Extensions: With this space being overly competitive, it’s important to implement relevant ad extensions including location extensions, call extensions (as mentioned above), sitelinks, call out extensions and review extensions. All of these extensions will help your ad stand out from your competition and help improve your ad rank.

Urgent Care Ad Extensions

  • Call Tracking: Consider using call tracking to track the number of calls from users who visit your website. This will give you a better understanding of your return on investment (ROI). One of the biggest challenges is understanding the direct impact from your advertising investment in terms of new patients generated, and call tracking can help with this.

Final Thoughts

If you decide to test the promotion of your urgent care center(s), I would recommend implementing the best practices above to improve your chances of success. Remember, having a sound mobile strategy is even more important with urgent care than most other healthcare advertising campaigns.

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