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!

Updated Promote My Practice HealthStream Course

By: Kelly Hutchinson

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Our Promote My Practice program, supporting PSG online listing, social media and reputation management training and assistance, underwent some changes in 2016. One major change was moving the previous Promote My Practice Course 100 five-week webinar to be available online, alongside other training courses on the HealthStream platform.

This course, entitled Promote My Practice Online Marketing & Reputation Management Overview, was updated at the end of 2016 to reflect some operational changes and listing updates, so we are excited to announce that a new version is available on HealthStream.

For those not familiar, this course is required by PSG leadership for all new Practice Managers and is designed to help new managers or administrators understand the importance of monitoring your practice’s online presence and responding appropriately to reviews, in addition to learning how the Corporate Affairs Marketing and Digital Services team will be managing your practice’s online presence.

The course will require approximately one hour, and it is suggested to complete it in one sitting. If that is not possible, a manager or administrator can exit the course at any time and pick it back up at a later time or date to complete.

If you have any questions about this course, please reach out to Kelly Hutchinson on the Online Marketing Team. Stay tuned for additional updates to this course and online training offerings from the Marketing and Digital Services team!

Three Major Social Media Trends for 2017

By: Kelly Hutchinson

1. More Mobile Video

On average, people in the U.S. spend three hours a day on mobile devices, with 87 percent of that time spent in apps like Facebook and Instagram. According to Facebook’s Q3 Results from 2016, mobile-only monthly active users rose over a billion, meaning that 59 percent of Facebook users access the platform via mobile device. videostat

So what content is being consumed on mobile? Video. One in three consumers watched video on their mobile devices in 2015, and that is projected to rise to two out of three consumers by 2018.

Mobile video viewership will continue to rise across social media platforms, which have already been adapting to accommodate this shift. On the second and third-quarter earnings calls in 2016, Facebook CEO Mark Zuckerberg discussed their company-wide push to become “video first,” shifting focus from text and imagery to video.

With mobile viewership at a steady increase and social media outlets pushing for more video, plan on incorporating mobile-friendly video content into social media outlets in 2017. Not only does video align with online content trends, but recent research from BuzzSumo’s review of 800 million Facebook posts suggests video content was more likely to be shared than any other post types.

>> Live Video

live-reactions-android.pngLive video started building momentum across several social networking sites in 2016. From May-October, Facebook Live usage increased up to 4x, and to further expand live video, Facebook announced in October that users are able to connect live video to their TV via Apple TV or Chromecast.

Facebook is also piloting a Snapchat-like camera feature (that will roll out globally this year) that will allow users to post quick status updates via video, while incorporating additional visual features.

In late November, Instagram added live video with a twist – live video that disappears. This video feature appeals to Instagram’s younger audience, competes with Snapchat and provides a different experience from live video capabilities on other platforms.

On December 14th, Twitter announced the ability to ‘go live’ within the Twitter app, as opposed to redirecting to Periscope, to post real-time video content. While this should boost live-video usage on Twitter, data from January-August 2016 suggests Facebook Live has a higher usage base compared to Twitter’s Periscope usage.

Regardless of which live video platform is most popular, live video will continue gaining ground in the social landscape, presenting an opportunity for brands. According to TechCrunch, Live Video encourages more comments and are watched 3x longer than non-live content.

>> 360 Video

360vidsampoSocial platforms are moving toward Virtual Reality (VR), starting with 360 degree video. Facebook aims to increase use of 360 video, while potentially offering a reach boost to 360 content within News Feeds. Additionally, Twitter announced their 360-live capabilities via Periscope at the end of 2016. Currently, this feature is only rolled out to certain partners and requires a 360 camera.

The popularity and use of 360 video is projected to grow on both platforms throughout 2017 and the coming years, as Virtual and Augmented Reality become more popular and accessible.

Video in any format can be a major asset to a facility’s presence on social media, however, HIPAA regulations have to be factored into all video production. Learn how to keep videos HIPAA compliant from a previous MarketShare post.

2. Social Ad Utilization

Social networks are adapting algorithms to reduce clutter – pushing businesses toward spending ad dollars for visibility as opposed to relying on organic traffic and reach. Each platform has its own native ad capabilities and have proven ROI for brands.

Here are three benefits to advertising on social networking sites in 2017:

  • Targeting: Social networks provide audience-targeting capabilities that permit advertisers to pay only for those likely to be interested in, or engage with, an ad based on the targeting parameters. Whether targeting by behaviors, demographics, geography, interests or all the above, each platform has audience targeting and segmentation that allows you to get as broad and/or niche as needed.
  • Optimized Bidding: Most social media platforms allow you to adjust your bid based upon your business objectives. For example, if the main goal of a Facebook ad campaign is awareness, you have the ability to optimize for reach. On Twitter, video advertising is based on a price-per-view model, optimizing the ad for video views.
  • Affordability: Advertising on most social platforms (Snapchat not included) is affordable and easy to begin, and you can pause and end as needed. For example, on Facebook, you can potentially boost a post to 250 users for $5.00/day.

Many Divisions and facilities have already delved into the world of advertising on social media, and with algorithms limiting business’ organic social reach, there is no better time to test it out if your social strategy needs a boost.

3. Embracing Social Media Direct Messaging

Social networking sites have continually been updating and improving their direct messaging platforms and capabilities. While messenger capabilities are typically used for user-to-user communication, social sites are pushing for brands to utilize this feature to engage directly with their consumers, and vice versa.

However, this is difficult for healthcare facilities to utilize and still align with HIPAA regulations, since conversations with patients need to be taken out of the social setting and into the doctor’s office. Despite this setback, it is crucial to monitor a social profile’s direct messages and be prepared to respond quickly, effectively and within HIPAA’s guidelines (i.e. not revealing any patient’s condition or coverage data online).

If you would like to discuss how to best respond to direct messages on social media, please reach out to the Reputation Management Team here.

Promoting Healthcare Videos on Social Media: 101

By: Kelly Hutchinson

According to a U.S. Digital Future in Focus Report, 7 out of 8 Americans watch online video with more than half consuming video on a daily basis. Looking forward, Google estimates that video consumption will account for 70% of all consumer internet traffic by the end of 2017.

This presents a significant opportunity for marketers to reach consumers with timely, entertaining, relevant videos through the platforms and apps they are viewing these videos – social networking sites.

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With users spending more than 43 minutes daily on social networking sites like Facebook, social networks provide a fitting platform for promoting videos.

To guide video promotion on social networking platforms, check out our recommendations, tips and ad opportunities for four of the main social sites below.

Facebook

> Upload Video File Directly to Facebook

When promoting videos on Facebook, always remember to upload the video file directly to Facebook rather than posting a YouTube link. This allows the video to appear up to 11x larger in a user’s News Feed and enables the auto-play feature.

Posting a YouTube video link, as opposed to directly uploading the video, will share a smaller thumbnail image of the video and creates an extra step for the user.

> Utilize Facebook Advertising to Boost Video Views

Explore Facebook ad options to boost video views if appropriate and beneficial for your video. This social media platform is a good promotion outlet for videos that are more emotional, personal or humorous in nature, but would not be as beneficial for a procedure focused, clinical video. Videos can be used in three different ad formats on Facebook:

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  • Single Video ads are the standard video layout. This format is optimal when promoting only one specific video.
  • Carousel ads showcase up to five clickable images or videos for the user to scroll through within a single ad unit. This format is best for showcasing a series of short videos, or alongside other imagery creative from a marketing campaign.
  • Canvas ads use a combination of media types, like videos, still images and call-to-action buttons, to convey a sponsor message as an interactive, seamless experience on mobile devices. Similar to the Carousel ads, this format would be most beneficial for a marketing campaign that tells a story through creative assets.

Tip: When looking at Facebook metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about video advertising on Facebook.

Twitter

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> Share Short Videos

Since Twitter focuses on providing an outlet to share information in a clear and concise way, it is only recommended to promote short, 10-30 second videos on the platform, even though Twitter permits videos up to 140 seconds in length.

> Upload Video File Directly to Twitter

As with Facebook, it is recommended to directly upload videos as opposed to linking to them off-site. It is important to note that a video upload does not count toward the 140-character tweet limit. Uploaded videos will automatically play in Twitter feeds and timelines without sound, but will expand and unmute when a user taps on the video.

> Utilize Twitter Advertising to Boost Video Views

Twitter video ads can help boost video views and benefit marketing campaigns and initiatives. Here are a few things to note about Twitter video ads:

  • According to Twitter, nearly 90 percent of all Promoted Videos are viewed on mobile devices, so it is key to optimize videos for mobile.
  • Communicate a video’s message in the first 15 seconds of a promoted video.
  • An advertiser has 116 characters of tweet copy, 70 characters for the video title and 200 characters for a video’s description. Incorporate crucial keywords and compelling tweet copy to encourage users to tap into a video.
  • Advertisers can add a call to action to a video – “Visit site” and “Watch Now”.

Tip: When looking at Twitter metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about Twitter video ads.

 

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  • This Facebook-owned platform should not be disregarded by healthcare marketers when promoting highly visual, compelling and emotional video content.
  • This social platform is not recommended for clinical or procedural videos.
  • The maximum video length permitted is 60 seconds, and uploaded videos will automatically play without sound in an Instagram feed until tapped.

> Utilize Instagram Advertising to Boost Video Views

Here are three considerations when promoting a video on Instagram via video ads:

  • Instagram ads will not appear to people viewing Instagram on a desktop computer  (this is a low number of users).
  • There are two formats for video ads on Instagram – Video (single videos) and Carousel (multiple videos and/or images).
  • By default, Instagram automatically optimizes ads and shows them to people who are more likely to view a video.

Click here to learn more about Instagram video ads.

Snapchat

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This Millennial-centered social platform is a trendy channel to promote video content. According to Snapchat, its content reaches 41 percent of all 18-34-year-olds in the U.S. in a given day, compared to only 6 percent on average reached through TV networks. So how do brands use it?

For healthcare facilities, Snapchat provides a way to connect with young consumers and build brand awareness.

  • This video platform is ideal for Q&A’s with providers, fast health tips and showcasing the personality of a facility and its staff.
  • Posts to Snapchat, called snaps, come in 10-second maximum increments, but up to as many increments as uploaded. For example, if more time is needed, a user can post a series of snap videos that vary from 1-10 seconds, but flow from one snap to the other, appearing as one longer video with micro pauses.
  • Snapchat does not allow videos to be uploaded without the “from Camera-roll” format and designation. Regular video uploads are only available to advertisers. Instead, brands have to record video that posts directly to the brand account’s Story. This means videos cannot be edits, so are more casual in nature .


> Utilize Snapchat Advertising to Boost Awareness

If existing video assets would be a good fit for the Snapchat audience, Snapchat has advertising opportunities to promote video content and engagement. Snap Ads combine a full-screen video ad with direct response, as it is intended for a user to swipe up on an ad to reveal additional content, like a longer video, an informative article or a website. Snapchat has seen a 5x higher swipe-rate over average click-through rates on other advertising platforms.

Click here to learn more about Snapchat video ads.

For more information and resources about promoting your facility’s videos online, contact the Marketing and Digital Services Team.

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.

Google Adds Third-Party Reviews to Knowledge Panel

By: Keiana Hastings

Long gone are the days of scouring the internet for online reviews. Reviews are everywhere and easier to find than ever before. Last month, Google announced a new feature, reviews from the web, which pulls reviews from multiple websites and displays them in Google’s knowledge panel. This new feature allows users to see more useful, relevant content regarding their local search.  The screenshot below shows how the feature looks on smart phones.

As shown below, Google now showcases other review sites’ ratings in addition to the business’s Google My Business rating in the knowledge panel. Agoogle-new-featureccording to a Google spokesperson, the order in which the review sites are shown will be determined by relevance.

What does this mean for my practice or hospital?

When a patient performs a Google search, they now see reviews from third-party sites such as Yelp, Healthgrades, Vitals, etc., making your practice’s ratings on these sites more visible and relevant than ever.

While asking for reviews can be awkward and uncomfortable initially, it is a vital step in increasing the online presence and ratings for your practice. For more information on how to acquire new reviews, contact your reputation management account manager.

 

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.