Social Media Update – May: Part 2

Facebook:

Measurement Mistake with Video Carousel Ads Viewed in Mobile Web Browsers

Facebook announced last Tuesday that a bug led to misattributed clicks that incorrectly charged advertisers for clicks on link-based video carousel ads. This misattribution counted the clicks from users to simply play a video in full-screen mode as a click to the advertisers website, and in turn, charging for that click if said advertiser was set up on a cost-per-click model (as opposed to cost-per-impressions).

This bug affected video clicks in the carousel format when viewed on Facebook’s site in a smartphone mobile browser, not in the Facebook app and not through browsers on tablets. This error applies to carousel video ads over the course of a year, however, Facebook’s audience via browser on a smartphone versus the actual app is so low, only 0.04 percent of impressions were affected according to Facebook.

If you are concerned about this measurement mistake, discuss with your Facebook advertising vendor partner or check out Facebook’s advertising help center. To learn more about this announcement, click here.

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Image source: Facebook Newsroom 

Facebook Banning Fake Live Videos

Fake and spam live content has been shared through Facebook Live, so in response, Facebook is taking a stand to avoid users and businesses from sharing static images, animations or images on a loop. According to TechCrunch, “videos that violate the policy will have reduced visibility on Facebook, and publishers that repeatedly break the rule may have their access to Facebook Live restricted.” Learn More

Twitter:

Twitter Rolling Out Direct Message Cards

Twitter will be rolling out Direct Message Cards to advertisers (through both Promoted Tweets and in any advertiser’s organic Tweets) in the coming months. These cards include a customizable, four-button menu for a user to engage with in order to start a private message thread with the advertiser. Learn More

Instagram:

Instagram Adds Additional Features

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Last Tuesday Instagram launched face filters and a few additional features to Instagram Stories. These filters are almost copy-cat to the augmented reality filters on Snapchat, just a little simpler in design. Instagram also rolled out an eraser tool (to remove any drawings added to a Story), a Rewind feature (to reverse a video) and a Hashtag sticker (like a location sticker, but links to public hashtag page on Instagram.)

Sponsored filters have not rolled out to Instagram Stories yet, but “those could come eventually to rival Snapchat’s similar ad unit,” according to this TechCrunch article. Learn More

Why Your SEM Campaign Needs Negative Keywords

By: Emily Williams

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When running a Search Engine Marketing (SEM) campaign for your healthcare facility, a list of keywords is used to determine which search terms will cause your ads to show. These lists often include hundreds of terms with various match types that are structured around your campaign’s objectives. But did you know that your campaign needs negative keywords as well?

What are negative keywords?

Negative keywords are a list of terms that you do not want to trigger your paid search ads, even if your desired keywords are included in the search.

Why does my SEM campaign need negative keywords?

Negative keywords help to protect your brand and prevent unwanted, irrelevant ad exposure.

For example, one of your keywords for an ER campaign in California may be “ER in San Jose”.

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If someone were to type in a close variation of “ER in San Jose”, your ad would appear. This is great news if someone searches a phrase like “best ER in San Jose” or “ER in San Jose with shortest wait times”.

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However, what if someone searched “worst ER in San Jose” or “ER in San Jose lawsuit”? Unfortunately, your ad could appear for these searches because you are bidding on “ER in San Jose” which was part of the searched phrase!

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This is where negative keywords come into play!

In the example above, “worst ER in San Jose” could cause your ad to show because you bid on “ER in San Jose”. However, adding the term “worst” to your negative keywords list means that you would still show up for variations of “ER in San Jose”, but not if the term “worst” is included.

How can I determine which negative keywords to add?

Before your campaign begins, try typing some of your keywords into Google’s search bar to see the suggested searches that appear along with your keywords.

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In this case, you will see that technician and nurse are commonly searched, but are most likely not relevant to your campaign and should be added as negatives.

During your campaign, work with your vendor to review your campaign’s Search Terms report at least monthly. This report shows the actual searches that users typed into Google that matched up with your ads. This is where you will find numerous keywords to add to your negative terms.

This report is beneficial for determining if the keywords searched:

  • Apply to the services offered by the facility
  • Match the funnel decision of the campaign
  • Capture any branded terms
  • Include any irrelevant searches

For example, in a recent ER campaign we discovered that two people were searching for “Local ER for Birds”! Even though we had negated numerous pet, vet and animal terms, “bird” was not on the list.  Reviewing search terms while the campaign is running will help you discover additional negative terms.

What are examples of negative keywords I should add to my healthcare facility’s SEM campaign?

As a healthcare facility, there are several types of negative terms that you should add to your campaign. In addition to using the methods detailed above, your vendor can help determine these terms. Here are some examples of terms to include:

  1. Brand Safety Terms

These are terms that you do not want to have associated with your ads in order to protect your brand.

Brand safety terms include: death, dying, lawsuit, worst, felony, criminal, crime, etc.

  1. Irrelevant Terms

Irrelevant terms are words that could accompany searches similar to what you bid on, but that do not apply to your facility. For example “local emergency room” could match to “local animal emergency room”.

Irrelevant terms likely include: dental, dentist, teeth, vet, pet, cat, dog, fitness, gym, responders, police, etc.

  1. Career / Education Terms

Unless your campaign is specifically promoting job openings in your facility, you should negate career and education terms. For example, if you bid on “obgyn near me”, that search could be matched up with searches like “Obgyn jobs near me”.

Career/ Education terms include: career, jobs, salary, internships, residency, book, hiring, board, class, school, exam, etc.

  1. Branded terms

Unless you are running a brand awareness campaign, branded terms should be added as negative keywords to your campaign in most cases. For example, if Good Samaritan hospital were running a low-funnel ER campaign, the term “Samaritan” should be added as a negative. Users searching for “Good Samaritan ER in San Jose” will most likely click on Good Samaritan’s organic listing since they are specifically searching for that hospital. In cases of branded searches, we typically rely on our website’s SEO to rank high organically and obtain the click.

Two cautions when negating branded terms:

  • Never negate part of your brand that is included in numerous relevant searches. For example, Good Samaritan hospital should never negate the word “good”, or they would miss searches like “good ER in San Jose”. Also, Augusta OBGYN should not negate either word of their name or they would miss searches like “obstetrician in Augusta” or “local OBGYN”.
  • If your website is not ranking well organically, you may choose to not negate branded terms so that your ads will appear for a branded search even though your website may not.

Have questions on how or why to add negative keywords to your campaign? Contact our SEM team for assistance!

GIFs – The power of movement

By: Leslie Raney

So is it “gif” or “jif”?

No matter how you pronounce the word, GIFs have taken over. Steve Willhite’s creation in the 80s has turned into a 2016 phenomenon, heavily influenced by the millennial generation.

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The first mass representation of GIFs was on MySpace, overwhelming users and crashing dial-up connections throughout the early 2000s. The file format boomed with the continued growth of social media, and caught the eye of digital marketers. They now value GIFs as a tool to capture the attention of target audiences like never before.

Don’t hesitate to join the GIF party, but keep these tips in mind when creating your next GIF-enriched email campaign.

  • GIFs are a great tool for email marketers because they capture the attention of consumers in a way still images cannot.
  • The small file size makes GIFs a great tool for email communications. Unlike a Harry Potter newspaper, GIFs will not play until the image is fully loaded. The file size is important in email marketing, so keep your GIF-greatness to under 125KB per image to insure most email platforms will accept and load the image properly.
  • Not all email platforms support GIF file formats. Make sure your first image in your GIF-y goodness relays your message and captures our audiences’ attention, because that is the image recipients will see if GIFs are not supported.
  • Keep it simple. Too much of anything can be a bad thing – don’t give your recipients a headache as they scroll to your call to action.

Check out these examples below that represent innovative email marking influenced by the use of GIFs.

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GIFs are all over the internet and ready-to-use, there are even apps to create custom images from video. If you have access to a talented designer, the sky’s the limit.

New Healthgrades Feature: Respond to Individual Reviews

By: Keiana Hastings

Healthgrades.com has undergone many exciting changes this year. In Q1, Healthgrades introduced a feature that allows patients to leave text reviews as opposed to just a star rating. The company later debuted a new user interface and just last week they announced another highly anticipated feature – physician responses.

As of August 9, 2016, physicians are able to leave a single text response to each patient review. All responses are filtered by Healthgrades prior to being published, so responses may not appear on the site immediately.  Formerly, providers were only able to submit one blanket statement for all reviews, so this comes as a welcomed change!

Beginning mid-September*, practice managers will be able to respond publicly to Healthgrades reviews using Binary Fountain. While responding publicly is a new capability for Healthgrades, the process for closing the loop will remain unchanged. Practice managers are still encouraged to respond to both positive and negative reviews.

Check out the infographic below for a few helpful reminders.

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If you have any questions, please contact your reputation management account manager.

*Tentative plan subject to change.

SEO for Voice Search

By: Chris McCarthy

SEO for Voice Search

The expansion of technology and a demand for fast information has changed the way people search the Internet. Users now access search engines via their mobile and hands-free devices, often times using voice search as search queries. This has many asking how SEO experts should adapt to voice search.

As of February 2016:

  • Bing estimates 25 percent of all its search queries are voice according to Search Engine Land
  • Google estimates 20 percent of all its search queries are voice according to Search Engine Land

These percentages will continue to grow. Adults make up 41 percent and teens make up 55 percent of daily voice searches, which has doubled in the last year according to Search Engine Land. Products like Amazon’s Echo and Apple’s Siri have more people are gravitating towards the convenience of voice search. As these products evolve, voice search usage will only increase.

What effect does voice search have on SEO? There is no direct answer to this question, but here is what is known:

  • Voice optimized content is similar to optimized content best practices; it should provide valuable information that is important to the user in a conversational way.
  • Voice search is often long-tail keyword phrases with a user looking for an answer, so content should be optimized to reflect this.
  • Voice optimized content should focus on sentences and phrases and less on targeted keywords.

Voice search optimization all goes back to providing meaningful information to the user. This means focusing on how users are searching and delivering direct answers to user search queries in content. However, as content optimization evolves, there has been a major focus on incorporating semantic location-bases phrases. Because voice search is much more conversational, here is a list of principles to consider when optimizing for voice:

  • Voice has longer search queries
  • Conversational language has more question phrases
  • Conversational language tells intent clearly
  • Voice search focuses more on user’s local information
    • ex. “Best restaurants in Nashville, TN,” “Closest emergency room to me,” etc.

Adding more information about a location along with targeted keywords in a natural, fluid way is a step towards the evolution of content optimization. This is a great starting point as voice search becomes more prevalent.

Google Bug Caused Star Ratings to Temporarily Disappear from Search Results

By: Grant Peterre

Last week, you may have noticed your practice’s star rating suddenly disappearing from Google search results. Many other users certainly noticed this strange phenomenon happening, and search result data showed a sharp 15% decline in review results being present. With no announcement from Google about any changes being made, many people were left wondering if the missing star ratings were the result of a bug.

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Data provided by Mozcast.com

 Within a few hours of Google being alerted to the decline in ratings and reviews in their search engines, they identified a bug in their search process and issued a statement that the issue was fixed, and that any missing reviews or ratings would be reappearing within a few hours. Not all users were affected by this bug, but if you noticed anything disappearing during the week of February 16th, it may be explained by this occurrence.

The Reputation Management team is committed to reporting on any search engine bugs that may affect your practices or physicians. If you notice any issues happening or have any questions regarding star ratings, please reach out to your division’s Account Manager for further details.

2016: A Marketing Forecast

By: Emily Williams

With the new year now two weeks underway, you’ve probably already broken your resolutions (do you even remember what they were at this point), mourned the end of college football (only 231 more days) and hopefully tossed all of the holiday leftovers from your fridge (if you can’t recognize it, it’s done).

2015 was a good one.

What does 2016 have to offer?

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In the marketing world, there are three key things to watch for in 2016:

1. More Mobile!

According to Smart Insights, mobile usage surpassed desktop in 2014 and continues to increase rapidly.

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This means you can expect your target audience to be searching for you and interacting with you on their mobile devices. This provides great opportunities for connecting with patients. For example, if you are looking for your prospective patients to call your office to make an appointment, it is easy for the user to take action and call with one click from your website, online listings or an Adwords ad extension!

Also, mobile optimized websites are more critical than ever. Internally, our transition to HUT has allowed for our websites to be more mobile friendly in order to reach this large audience of mobile users!

2. Highly Specific Targeting

Mobile devices collect all kinds of information – from heart rates to traffic patterns to videos of your niece singing that song from Frozen. And the data is only getting more and more specific and personal.

With cookies, tracking links and other data-capturing technologies, the world of data is getting more and more detailed every day. Each website click, Google search and online purchase is being tracked and used to help marketers know how, where and when to reach prospects.

The evolving world of data collection and tracking means that instead of marketing harder, we can market smarter. With this specific information, we have the power to put actionable information into the hands of relevant prospects and hot leads.

According to MarketingProfs, 2016 will be a stepping stone towards marketers becoming heavily data-driven; however, the process as a whole will take a significant amount of time to accomplish.

3. Social Media Remains King

The increase of social networking over the past decade is astounding. According to the Pew Research Center, 10% of internet users were on social media in 2005. In 2015, that number was its highest ever at 76%. While the percentage of new users has recently plateaued, it is still increasing slightly year over year. I guess once you have conquered the world, there’s not much left to do but hold on to your spot.

According to The Nielson Company, the top smartphone apps of 2015 (based on number of unique users each month) were:

  1. Facebook: 126+ million unique monthly users
  2. YouTube: 97+ million unique monthly users
  3. Facebook Messenger: 96+ million unique monthly users

Not only are your patients using their mobile devices to find your practice, but they are using them to interact with your brand on social networking sites as well. If you have a social media page, make sure that you update your page with relevant information at least three times per week. An inactive page is worse than no page at all. If a prospect finds your Facebook page, but sees that there haven’t been any posts since 2014, they will likely wonder if you are even still in business! Keeping your social media sites active is critical for consumer engagement.

Here’s hoping 2016 is prosperous for you and all of your marketing goals!