Patient patient

The process of search engine marketing can be defined as a strategic game of quickly implementing strategies that will increase your site's exposure and conversion rates, while also patiently waiting for the fruits of your efforts to bear out. Sometimes you're doing one or the other, but most often you're doing both at the same time. Taking action here, while waiting for results there. Then taking action over there, and waiting for the results here. The battle for rankings, exposure, traffic, improved usability, and conversions is never ending. When starting an SEO campaign, we always take a look at the big issues first, but as we identify and resolve those, the rest is largely about baby-steps. I always find it amusing when SEOs declare with absolute certainty that such-and-such tactic doesn't affect your rankings. As an isolated incident, maybe. But, when you look at each tactic as a piece of the whole, I'm not so quick to rule things out. (Clearly there are SEO tactics that hold … [Read more...] about Hurry Up and Wait: SEO is About Quick Action and Patient Results

Competition among pharmaceutical brands focusing on rheumatoid arthritis is strong and driven by a growing patient need.These research points – and my suggestions for your action – will help you with your strategy.With an increasing search volume around rheumatoid arthritis (RA), these tips can help you navigate engaging with RA patients along their journey.A Growing PopulationAccording to Bing Ads’ internal data, search volume for “rheumatoid arthritis” and related terms is increasing.This is because the Baby Boomer generation is aging. Today they’re age 52-70.Over the next 20 years, this large population will drive increases in search volume across a wide variety of products and services like accessible home improvements/remodels (things like grab bars, ramps, and walk-in tubs).The arthritis marketer is facing an organically growing market – and competition from brands who also want to engage this patient base.In fact, today there are over … [Read more...] about Data-Driven PPC Insights to Engage Rheumatoid Arthritis Patients

Consumers rely on local search to find the products and services they need, in a convenient location. Healthcare is no exception – 77 percent of online health seekers start at search engines.While general local search best practices hold true across industries, it is important for health providers to understand the key differentiators within their local space and create a strategy designed to help patients easily access the care they are looking for.Search in the Health IndustrySo, what makes healthcare so unique?It’s PersonalHealthcare is closely tied to well-being, happiness, and quality of life. For this reason, websites that provide medical information fall into a category Google calls “YMYL” or “Your Money Your Life.”It’s Held to a Higher StandardBecause YMYL pages can negatively impact a user’s happiness, health, financial stability, or safety, Google requires these websites to follow more stringent quality standards.This became … [Read more...] about 7 Local Search Tips for Health Providers to Take Care of Patients

With Google’s expanded text ads deadline upon us — as of January 31, advertisers will no longer be able to upload or edit standard text ads in AdWords — it’s time to get very serious about making the most of the new text ad format. Maybe you have been putting off implementation, or maybe you have been experimenting with expanded text ads (ETAs) for months but haven’t been wowed by stellar click-through rates yet. Don’t fret. We’ve got findings and advice that may provide some anxiety relief and motivation for paving your way with ETAs. The big takeaway I got from talking to other search marketers about ETAs is not to get discouraged if your new ads aren’t outperforming your standard text ads (STAs) — you’re not alone. Danny Ligh, search strategist for Adobe Document Cloud says, “Like a lot of advertisers, our ETAs are not performing better than normal text ads.” But Ligh says, “Be patient and test different … [Read more...] about Expert findings, testing tips & resources for Expanded Text Ads success after Jan. 31

Last Tuesday was a big day for AdWords. During our annual Google Performance Summit Keynote, we introduced a wide range of exciting new stuff. What got me most excited was expanded text ads. I think it’s one of the most significant updates to AdWords since the invention of Quality Score. To recap, we’re currently testing ads that have two 30-character headlines and one 80-character description line. These test ads also contain two customizable 15-character path fields that will be appended to your Display URLs automatically. Compared to your existing ads, it’s 45 extra characters in text, plus an additional URL path field. To someone unfamiliar with PPC, 35 characters in a headline and 10 characters of description text are basically nothing. To us in the industry, though, those 45 characters are everything. They’re freeing. They’re Andy Dufresne in the rain at the end of The Shawshank Redemption. More characters = better messaging; more chances to … [Read more...] about 7 ways to make the most of it