Download - BullsEye Marketing - Health Industry (SEM)
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Everyday, New Customers are Looking for you Online.
We can help them find you.
Everyday, New Customers are Looking for you Online.
We can help them find you.
Building Traffic & Building Leads
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• ROI Based– Measurable results… beyond the usual metrics
• IP Targeting to the individual user– Capture the exact query of the user / intent
• Path / Item Ordered and Why / Geo / Phone Conversation = Search Term
• Reallocation of funds from actionable items in REAL TIME
– Search / Content / Display / Social / Mobile
• Targeting and evaluation to the site level– Like sites / Negative sites / Remarketing beyond the individual users
• Real time reporting– Better Business Decisions / Measure Offline Media / Media Plans
• Extension of your Marketing efforts – Client Support– Not Just Another Vendor – Alignment of Goals / Metrics / Vision
How is Bullseye Different?
SEMSEM
DisplayDisplay
ContentContent
AtlanticHealth.ORG
AtlanticHealth.ORG OrderOrder
UserUser
CallsCalls
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Atlantic Health.org
Atlantic Health.org
Atlantic Health.org
Atlantic Health.org
Atlantic Health.org
Understanding YOUR Customers
*Application Programming Interface
Best cardiac center nj
Atlantic Health.org
Genetic testing morris county
Pediatric neurologist
Best cardiac center nj
Prostate cancer specialists
Orthopedic surgeons near essex county
Heart hospitals
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Challenge # 1
Millions of links,thousands of pages.
• There are literallyThere are literally millions millions of potential search results to choose fromof potential search results to choose from……
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Our Solution
• Sponsored Results Sponsored Results –– Targeting First Page Targeting First Page
* Ultimately, campaign management and advertising budget determines placement.
Sponsored Links Sponsored Links
FAST, ACCOUNTABLE FAST, ACCOUNTABLE RESULTSRESULTS
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Evolvement of SEM
• High Visibility Managed CPC (Algorithmically) • Proper Placement Use of latest technology / Site
Links• Directed ad copy Securing more screen real
estate
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Organic Optimization
SEO Based on Statistically Significant SEO Based on Statistically Significant ResultsResults……
• Use of actual campaign data.– specific down to IP Address activity
• Complete analysis delivered to you. – Laser specific keywords for individual
site pages• On going SEO management.
Pediatric neurologist
Best cardiac center nj
Genetic testing center
Physical rehabilitation
Stroke centers somerset nj
Home health care
Pediatric neurologist
Best hospitalIn essex cty
Physicalrehab
Prostate cancer
Cardiac centers
GeneticTesting nj
Stroke centers
Top nj Oncolgist
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SEM / SEO Working Together
* Ultimately, campaign management and advertising budget determines placement.
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Copy based on Results
• Specific copy with Phone numbers in ads – Increase in Calls – Reduction in cost– Less opportunity to lose client
• Local Business Listing
• Local Business Ads
• The Special After Hours campaign, when funded properly, adds significant order volume. (significantly decreases all other ads)
– Copy directed to online ordering after call center is closed
• Continue to monitor real time conditions / events– Sunny Saturdays tend to yield fewer orders than rainy Sundays– Spend and ads adjusted accordingly
• These ads are in queue and will rotate when conditions are appropriate
Top Ranked Cardiac Care NJMake an Appt. with a Premier CardiacSpecialist. Call Today: 888-494-2177.AtlanticHealth.org/Gagnon
Top Ranked Cardiac Care NJMake an Appt. with a Leading CardiacSpecialist. 24 Hours: 888-494-2177AtlanticHealth.org/Gagnon
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Challenge # 2
There are There are numerousnumerous places to search Online… places to search Online…
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Today, numerous search engines & directories Today, numerous search engines & directories
provide local results.provide local results.
Source: Nielson NetRankings, 2006
An Evolving Local Marketplace
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All Properties Are Targeted
Our Solution: Total Saturation…Reach 95% of Our Solution: Total Saturation…Reach 95% of Your Market Locally, Regionally or NationallyYour Market Locally, Regionally or Nationally
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Content Networks
Users spend nearly half of their
time viewing content
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Targeted Ads
• Poorly Targeted ad
• Low Relevancy
• Higher CPC
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
Gifts
Jewelry
Accessories
Designs
Designer Watches
Valentine’s Gifts for Her
Art Inspired Jewelry
Fine Women’s Timepieces
Insert vague headingLocal service in your areaCall todaywww.local.com
Insert Specific HeadingRelevant Inspiring CopyCall to Action that Pops!CompanyURL.com/Category
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Deep Linking
Placement Directed Ad copy A/B Testing
Designer Watches
Valentine’s Gifts for Her
Art Inspired Jewelry
Fine Women’s Timepieces
Insert Specific HeadingRelevant Inspiring CopyCall to Action that Pops!CompanyURL.com/Category
Insert Specific HeadingRelevant Inspiring CopyCall to Action that Pops!CompanyURL.com/Category
Insert Specific HeadingRelevant Inspiring CopyCall to Action that Pops!CompanyURL.com/Category
Insert Specific HeadingRelevant Inspiring CopyCall to Action that Pops!CompanyURL.com/Category
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Deep Linking
• Less Clicks for the consumer
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
Twenty-Five Characters xxThirty-Five Characters xxxxxxxxxxxxxThirty-Five Characters xxxxxxxxxxxxxCompanyURL.com/Category
Twenty-Five Characters xxThirty-Five Characters xxxxxxxxxxxxxThirty-Five Characters xxxxxxxxxxxxxCompanyURL.com/Category
Twenty-Five Characters xxThirty-Five Characters xxxxxxxxxxxxxThirty-Five Characters xxxxxxxxxxxxxCompanyURL.com/Category
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Challenge #3
Reaching only the Reaching only the local local prospects, in prospects, in youryour market…market…
Our SolutionOur Solution::A combination of IP-targeting technology, keyword
modifiersand properly designed ads target your specific
market.
Target your Region,
City or Local Area.
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Target Specific Areas
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Target Specific Cities
Pediatric neurologist 07869
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appartamenti ny
International Targeting
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Someone Looking for a cardiac surgeon in North Jersey
They select Our Services and Visit Gagnon...but don’t make contact.
Bullseye saves user information. User is recognized across content networks.Bullseye shows your text ads to a targeted user/audience.
Remarketing Your Message
cardiac surgeon north jersey
Top Ranked Cardiac Care NJ Gagnon Cardiovascular Institute.Leaders in Cardiac Care. Learn More.www.AtlanticHealth.org/Gagnon
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Remarketing Your Message
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Remarketing Your Message
State-of-the-Art Cancer CareHighly Effective Treatments by theRegion’s Top Oncologists.AtlanticHealth.org/Simon
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Follow the User Deliver the Right Message
oncolgist
Liver cancer doctor
Pediatric neurologist
Cardiac care 07869
Keyword
Best oncology dept
Vascular specialist
Seizure specialist
Physical rehab essex
Alzheimers care
Best oncology Dept
Simon
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Deliver the Right Message… for THAT user
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Appropriate Message for Specific Users
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Drive Traffic With Local Business Listings
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Promote Business Locations With Local Business Ads
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Targeted Results on HTML PhonesI-phone, T-mobile G1 and others
• Ability to track mobile HTML web pages– user path making a purchase from start
to finish
• Mobile-specific calls-to-action • Exclusive campaign creation• Accountable results
“Last Christmas, the iPhone drove more traffic to Google.com worldwide than any other mobile platform.”
Source Inside AdWords crew
-Mobile Isn't Just the Cell Phone Anymore-
Smartphones
Portable multimedia devices
GPS-related devices
E-readers
Gaming devices
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Expand Your Reach With Image & Video Ads
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Push to Social Networks
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Social Networks Facts
• From 2007 to 2011, US adult usage will rise from 37% to 49%– US teen usage will increase from 70% to 84%.
• Changes in technology are expanding social networking experiences.– User profiles offer highly targeted advertising
opportunities
• US social network advertising will rise from $920 million in 2007 to $2.7 billion in 2011
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Social Networks
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Challenge #4
No way to accurately track activity or results…No way to accurately track activity or results…
online salesonline sales
impressionsimpressions
conversionsconversions
repeat clientsrepeat clients
phone callsphone calls
walk-inswalk-ins
new customersnew customers
clicksclicksoffline salesoffline sales
site activitysite activity R.O.IR.O.I..
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The “Proxy” Process
How Is It Done?
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The “Proxy” Process
Remote Call Forward NumbersAutomatically Assigned.
800-555-1212
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Log In Access To Reports
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Daily Reports Track All Activity And Leads
Cardiac specialists
BullsEye,
BullsEye,
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Statistics Per Network
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User IP Address
Cardiac care center
Pediatric oncologist
Physical therapy
Home health care
Best neurologist nj
Sports medicine 07869
Seizure specialist
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Phone Call Data
Atlantic Health
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Enhanced Call Reports
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Detailed Caller Information
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Call Activity
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Caller Demographics
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Site Activity
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Conversion Based Optimization
Pediatric oncologist
Physical therapy somerset county
Alzheimers treatment center
Home health care
Best heart hospital nj
Genetic testing center
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Conversion Based Optimization Path
Cardiologist nj
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Click Fraud Alert / Prevention
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Converting Demographic Keywords
Best heart hospital nj
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Conversion Based Optimization
BullsEye’s
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Thank You!