Interesting facts about search advertising. The following provides answers to questions that are most frequently asked by senior management about search-driven advertising.
- Nearly everyone has access to a computer, and everyone who does searches the Internet by typing terms into a search engine.
- Most searchers use Google...and several other platforms.
- Users of these Internet search engines, have a current desire for information related to the search terms they enter.
- Google and the rest furnish users with reliable search information, and provide advertisers with access to consumers when it is the most timely and relevant.
- Search ads are displayed only to people seeking information about the keywords they have chosen.
- Stated differently, instead of looking for an audience with your advertising, you get an audience that is looking for you.
- Search advertising requires a tornado shift in thinking about the cost effectiveness of advertising, how it's measured, and how it's targeted.
- In traditional advertising, rates are based on the estimated impressions the media delivers, in search, there is no charge until a viewer actually clicks on your ad and is delivered to your Web site.
- Search analytics, a whole industry within an industry, gives managers the ability to instantaneously measure and analyze a campaign's performance.
- While the Google Network reaches more than 80% of Internet users worldwide, new technology allows campaigns to be targeted geographically.
- Program managers monitor results in real time, make adjustments, and can put a campaign online and or take it offline at will.
- In another remarkable departure from traditional advertising, there are no lengthy advertising contracts with online media.
- Search-driven advertising changes advertising permanently by furnishing a limitless, verifiable, and cost-effective tool for reaching new customers.
- The technology notwithstanding, the single thing that enables outstanding performance in online advertising is the care devoted to the operation of the search advertising program.
- According to the Pew Internet and American Life Project, 79% of Internet users have researched healthcare information online.
- Nearly every national healthcare provider in the country now uses search-driven advertising, often on a global scale.
- Search advertising programs fit best with healthcare organizations that have an aggressive business model.
- Through filtering technology, providers can narrow their ads to specific service areas.
- Practices seeking additional market share should have the internal processes and capacity to respond to new business opportunities in timely ways.
- When the objective is to grow a healthcare business regionally or nationally, the professional service, treatment outcome, or price should be enough to encourage patients to travel.
- Search maximizes ROI and small budgets often work well, but campaigns should be sustained over time, as with any advertising expenditure.
- Media costs depend on the specifics of the campaign (ad groups, keywords, competition, etc.), however, media charges occur only when a user clicks onto your Web site.
- Clicks may cost a few pennies or several dollars, depending on the campaign strategy and the competition.
- Predetermined limits can be used to insure budget levels are maintained, even when traffic varies.
- The quality of the advertiser's Web site and the success of online advertising are clearly linked.
- Relationship management often begins on the Internet, where prospective customers first encounter your practice. Right then and there, new business can be won or lost.
- Visitors to a provider's Web site want the ability to quickly and easily achieve information and results.
- Success in search advertising depends on strategy, creative content, and the ability of a client's Internet presence to attract and satisfy users.
- Algorithms used to determine vital search positions (for example, number one on Google) are based in part on performance.
- CSI can put search advertising to work for your organization, safely, economically, and successfully.
- Our clients are charged only for the time our staff applies, there are no commissions, no mark ups of media or materials, and no flat project costs.
- Services provided for Custom Search Advertising Management include:
- Opportunity assessment, including user audits and traffic analysis
- Strategic planning and media budget recommendations
- Campaign and creative development
- Media account creation and supervision
- Online testing
- Implementation and management of ongoing search engine operations
- Evaluation and campaign measurement
- When Web Development or Redevelopment is needed, services may include:
- Web analysis
- Model programs and best practices
- Project design and site planning
- Technology planning
- Information architecture and content
- Graphics and rich media
- Advanced technology planning and deployment
- Staff training
- Costs for Web development depend on specific requirements and on the time required for execution.
918-743-7881 or services@csihealthcarecommunications.com