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From global hospitals to the small-town provider, from educators to insurance agents, marketing for healthcare-related fields is evolving more rapidly than for almost any other industry. This Webinar is perfect for healthcare administrators and marketers. In it, healthcare marketers will learn: How to spot vulnerabilities in your online strategy How to allocate your PPC and SEO spend to avoid gaps and cannibalization How to measure campaign effectiveness on the bottom line How to market more effectively through varied PPC ad channels Working in the world of (not provided) organic keyword data
Citation preview
SEO & PPC Strategies for the Healthcare Sector
ERIK DAFFORN
• President of Intrapromote• Speaker at SMX Advanced• Co-Author of SEO Secrets• Editor of Search Engine
Visibility
@erikdafforn
KAYLA KURTZ
• Senior Digital Adviser @ Hanapin
• 2nd most widely-read writer on PPC Hero
• Keynote Speaker at Search Exchange Internet Marketing Conf. 2013
• Emcee of HeroConf Paid Search Conference
@one800kayla
Main Topics
How can you spot online strategy vulnerabilities for healthcare-related brands?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
How should you allocate PPC and/or SEO budget to avoid gaps or cannibalization
among departments, etc.?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
What’s the best way to measure PPC or SEO campaign performance in terms of the
bottom line for healthcare-related accounts?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
Which non-Google or Bing PPC channels can be utilized effectively for healthcare-related
brands?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
Is it possible to run successful SEO campaigns for healthcare given potential for organic
keyword ambiguity?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Poll Questions!
How long have you been involved in SEM?
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Poll Questions!
How do you manage your SEM accounts?
A. I manage it myselfB. I’m a part of a team that manages itC. I outsource my account managementD. I’m rethinking how my account is managed
Have questions throughout the webinar? Use #ppcseo on Twitter!
Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Local Search• Doctors' presence and
reputation• Mergers and acquisitions
Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Local Search• Unique NAP• Correct categorization• Current listings
Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Physician Search
tinyurl.com/doctor-reputation
Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Mergers and Acquisitions
Spotting Vulnerabilities - PPC
Google/Bing it!
Spotting Vulnerabilities - PPC
Spotting Vulnerabilities - PPCSpotting Vulnerabilities - PPC
Do you have different conversion types/opportunities available?
Allocating Budget - SEOAllocating Budget - SEO
Critical Elements:• Architecture• Keyword Research• Local Feed (Setup AND Maintenance)• Reporting• Analysis
Allocating Budget - PPC
Depends on the exact vertical – but what
definitely ISN’T working?
Source: Information Architects
Allocating Budget - PPC
If you can’t go all in – pull a test budget!
Allocating Budget - PPC
Get some estimates…and don’t forget
they’re estimates.
Main Topics:Poll Questions!
What methods have you used previously to determine test budgets?
A. Guess – it’s a crapshoot anyway!B. Hired a consultantC. Ran estimates using online toolsD. Combination of two or more of the above
Have questions throughout the webinar? Use #ppcseo on Twitter!
Measuring for the Bottom Line - SEO
Critical Elements:• Analytics Setup• Goals Identification• Goals Valuation• Multi-Channel Attribution• Multi-Device Attribution• Ongoing Refinement
Measuring for the Bottom Line - PPC
Long sales cycles = thorn in your ROAS side
Measuring for the Bottom Line - PPC
CLIENT EXAMPLE!
Measuring for the Bottom Line - PPC
Ok, but what else?
• Universal Analytics
• Measure touch points
• Again – multiple ‘conversion’ types
Non-Traditional PPC for Healthcare-Related Industries
Healthcare-Sector SEO & Managing Around Ambiguity
(not provided)
Healthcare-Sector SEO & Managing Around Ambiguity
July August0
100000
200000
300000
400000
500000
600000
700000
800000
Organic Traffic by Site Section: Raw
OrthoChildrenNeuroHeartDisordersHome page
July August0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Organic Traffic by Site Section: %
Main Topics:Poll Questions!
Which exclusive webinar offer(s) are you interested in?
A. Free Google Webmaster Tools audit from IntrapromoteB. Free account consultation (Solutions Blueprint) with
Hanapin MarketingC. NeitherD. Both
Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for the Healthcare Sector. #ppcseo
• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/Password: webinar126
• Get a free account consultation (Solutions Blueprint) from Hanapin Marketing:
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or contact us directly:• Erik Dafforn: [email protected]• Kayla Kurtz: [email protected]
Your Questions!
THANK YOU!
