Slides from our HealthCare Presentation for HealthCare Victoria Participants. The slides cover various aspects of search + online advertising.

1. December 2013

2. 
Share a basic understanding of how Google Search,
online advertising, and Google Analytics work in a
health care context.

Offer some insight on the value of your HealthCare
Victoria participation.

Answer any questions.

Generate some excitement!

4. 

Often called “free” results but
they are anything but free
considering the effort you need
to put in to appear on the first
page of search results.
Nonetheless, SEO (search
engine optimization) can be the
highest-ROI activity you can do
from a long term perspective.

Triggered by:

HealthCare Victoria – support in
2 critical areas.
◦ Relevant content (to the search
phrase).
◦ An optimized site.
◦ Relevant high quality links from
other websites.
◦ Social media engagement and links.
◦ A users own history and
preferences.

5. 
Ads are PPC (pay per click)
& are triggered by bidding
on specific search terms.

Not just a bid network

Can set as small or as big
a budget as you like.

performance = ad position)
(bid x
Ad setup very
straightforward but you
MUST dedicate significant
learning resources to
succeed in a competitive
market.

6. 
Links to your Google+
Local business page.

Also show up on Google
Maps.

Triggered by:
◦ Relevance.
◦ Physical proximity to
searcher.
◦ Optimization of your
Google+ Local page.
◦ Optimization of your website
(and external links).

HealthCare Victoria boost.

7. 



Images & Video (i.e.
HealthCare Victoria
Videos).
Highly Optimized
Google+ Local (pictures,
videos, posts, reviews,
engagement).
Specialized niche content
(like neighbourhoods)
which are less
competitive and
“winnable” in organic
search.
Mobile...

8. 


Ads are extremely
prominent and can
have trackable “click to
call.”
Ads are followed by
ONE organic listing,
then the Google+ Local
listings, then more
organic listings.
HealthCare Victoria
support for G+ Mobile.

9. 1.
2.
3.
Google Search
Fill in the blanks:
I would definitely pay for an ad that would get
people who live in ______ to visit my website if
they were searching for ________________.
Facebook
Fill in the blanks:
I would definitely pay for an ad to people who live
in _____, who are _____ years old, who are of the
____ sex and are interested in _______ (plus
education level, relationship status, etc).
Linkedin
Fill in the blanks:
I wish I could advertise to people who work at
__________ (company name).

10. 
They will if you do the work that many advertisers
DON’T...

i.e. Answer the following questions (for every ad or target):
◦
In the ad, what benefit do I need to convey to get
someone to click?
◦
What do visitors (each different type) need to see on my
“landing page” to take the next step with me or my
company?

Answer and act on these and you’re on your way to a
successful campaign.

Ads can be targeted at your site or at HealthCare Victoria
Page.

11. 


Free to do research
(which also helps
identify
keywords/themes for
your site).
Competitive, but huge
advantages to getting
good at it
(sustainable, scalable,
qualified traffic).
You bid to have your
ad appear on certain
search terms
(keywords) and pay
only when visitors
click on your ads.

12. 
Accessible
opportunities
include:
◦ Niche terms that
others aren’t
bidding on.
◦ Narrow, high value
terms that you
know you can’t go
wrong on.
◦ Neighbourhood
specific ads.

13. 
Banners or text ads.

Appear on hundreds of thousands of
sites on the Google Adsense Network.

PPC model (pay per click).

Can target:
◦
◦
◦
◦
◦
By geography.
By demographics.
By keywords (so your ads only appear on
pages including those keywords).
By specific website.
By any combination of these and other
targeting methods.

Typically lower cost per visit (but less
qualified visitors) – great for branding.

HealthCare Victoria Featured Listings an
attractive similar offering.

15. 




Banners or text ads.
PPC model (pay per
click).
Targets people who have
visited your website.
A great way to maximize
the investment you made
to get people to your site
(and maintain TOMA).
Potential opportunities
through HealthCare
Victoria.

16. 
Small text/image ads or
sponsored posts (proceed
with caution on sponsored
posts).

PPC (pay per click model)

Ridiculously easy to set
up.



Typically great for
promoting
events/education but not
great for selling.
Target by demographics,
geography, interests (i.e.
Golfers, kayakers, etc).
Remarketing also available
(through Adroll)

18. 



Small text/image ads
or sponsored posts.
PPC (pay per click
model).
Ridiculously easy to
set up.
Limited Geographic
targeting in BC, but
can target according
to workplace.

19. 
Free.

Simple one-time
setup.

Answers all your
questions about:
◦ Where folks are searching
from.
◦ How engaged they are.
◦ What pages aren’t
working.
◦ What devices they are
using.
◦ Which campaigns are
working.
◦ Etc, etc, etc.

Why aren’t you using
it?

20. 
http://support.google.com/analytics/answer/1033867?hl=en
&ref_topic=1032998 (Google “Google URL Builder”)

21. 

“Inbound
Marketing” a
current hot topic.
Fairly simple on
the surface:
simply figure out
what your most
valuable audience
will see as being
important enough
to sign up for!

22. 
Feel free to contact me at Rob@PlusROI.com with any
questions or challenges.

Questions?
**************************************************
 Services? For HealthCare Victoria participants we are
currently developing a range of high value custom
and packaged offerings for advertising, marketing,
training, websites, etc.

Current “sponsored” offering is $400 worth of Google
advertising + professional setup for $500 (exclusive
to first time Google advertisers attending
presentation).