Blog

Categories

Archives

Newsletter Signup

“In addition to the daily optimization of our search campaigns, the team at Nina Hale, Inc continues to bring fresh, new ideas to Room & Board to help drive online traffic and sales.” — Jill Linville, Director of Communications, Room & Board

Blog Archive

Archive for the ‘Mobile’ Category

Holidays are a Peak Time for Health-Related Search

Wednesday, November 21st, 2012

At Thanksgiving, family members come home for the holidays, after months, even years, apart.  When that much time passes between visits with siblings and parents, health problems that may have gone unnoticed in day to day life are suddenly more pronounced and obvious.

Serious health concerns like alcohol abuse quickly become evident to everyone at the party. Age-related issues such as hearing loss or vision problems, which can develop slowly over time, may suddenly be quite noticeable. Finally, people often take the opportunity to share difficult health news when surrounded by supportive relatives during the holidays, leading family members to search online for help, information and understanding.

Knowing how patients and their families search for medical information can be very valuable for healthcare marketers, particularly at this time of year. The Pew Internet and American Life Project was developed in March 2000 to better understand “how people’s internet use affected their families, communities, health care, educational pursuits, civic and political life and workplace activities” and is a wonderful resource for anyone charged with healthcare marketing efforts.

Last week, the organization updated their Pew Internet: Health research which revealed a “remarkably stable trend” – 85% of US adults use the internet and 59% of those same people search online for health information.  Pew Internet states that this data reflects a trend that dates back to 2002. But how people search and share is changing.

Mobile Healthcare Search
Pew Internet found that 31% of cell phone owners, and 52% of smartphone owners, have used their phone to search for health- and medical-related information. They advise that “this finding is of particular interest to those interested in trends related to young people, Latinos, and African Americans, since these groups are significantly more likely than other groups to have mobile internet access.” The Mobile Health 2012 survey result including survey questions is available on the Pew website.

Sharing Healthcare Information with Peers
In its Peer-to-Peer healthcare survey, Pew Internet is watching “how the internet is changing people’s relationships with health information and with each other,” and indicates that “the default setting for people with health questions is ‘I don’t know, but I can try to find out’”.

  • 34% of internet users, or 25% of U.S. adults, have read someone else’s commentary or experience about health or medical issues on an online news group, website or blog.
  • 24% of internet users, or 18% of adults, have consulted online reviews of particular drugs or medical treatments.
  • 18% of internet users, or 13% of adults, have gone online to find others who might have health concerns similar to theirs.

Pew Internet has found that people are willing to share their health-related knowledge and experiences with others when presented with an opportunity or vehicle to post comments or opinions. “I know, and I want to share my knowledge” is the leading edge of health care, states Pew.

  • 6% of internet users, or 4% of adults, have posted comments, questions or information about health or medical issues on a website of any kind, such as a health site or news site that allows comments and discussion.
  • 4% of internet users, or 3% of adults, have posted their experiences with a particular drug or medical treatment. 

This willingness to share when given the opportunity would seem to open the door for healthcare marketers who want to initiate and encourage conversation about their products, treatments and providers. But healthcare, like finance, is highly-regulated, and marketers have had to tread carefully when it comes to content marketing. In fact, at the recent Content Marketing World Health Summit, the results of a survey of more than 2400 marketers revealed that content marketing efforts in healthcare are lagging two years behind other industries. 

As healthcare marketers gain a greater understanding of how, when and where patients and prospective patients search and share online, they can create content that delivers the appropriate message at the right time to each individual and direct them to the proper resources, whether that be print material (still widely used in healthcare marketing), informative videos, interactive tools, provider locators and most importantly, opportunities to connect and share with other patients seeking the same answers. A solid content marketing plan that puts special emphasis on the holiday season to capitalize on the rise in health-related search is a must for any healthcare marketer.

Google Analytics Presentation on Social and Mobile at MIMA

Wednesday, September 12th, 2012

This Morning MIMA (Minnesota Interactive Marketing Association) hosted Adam Singer from Google Analytics where he talked about social and mobile measurement. These can be two of the more challenging sources of data for marketers, so not surprisingly, the event was sold out.

Adam started his presentation discussing some of the challenges facing mobile analytics and how some of the newer social reports in Google Analytics can help marketers. I’m going to focus my recap on this portion of the talk and save the Google Analytics for Mobile apps for another day.

He presented data from Google’s own research and commissioned studies that are worth repeating:

  1. Google has found that on average there are 4.3 interactions between a site and a customer over two days prior to a conversion.
  2. 57% of people talk more online than they do in real life
  3. 1 in 4 search results are for user generated content.

Adam then moved into a review of the new social media reports that have been added to Google Analytics. These standard reports can now be found under Traffic Sources. While they are not perfect, they can help you understand the importance and value of these channels. If you have not utilized these reports yet, definitely do so.

Of these reports I have found the Overview and Social Visitor Flow to be the most useful, and they both work together to show how visitors move from a social network to a site conversion. I’ll leave you with one quote for Adam that all performance marketers should keep in mind when analyzing this data: “It is not the number of fans or followers, but what you do with them.”

 

 

 

 

Google Now: Personal Assistant or Digital Stalker?

Wednesday, August 22nd, 2012

I recently purchased the hotly anticipated Google Nexus 7 tablet, with Google NowIn case you don’t know what Google Now is yet, it is either your best friend and personal assistant or worst enemy creepy digital stalker.  Google Now is integrated with all services that are connected to your Google Account – calendar, search, Gmail, Google+, Google Finance, etc. This service literally tracks your every move and serves you relevant reminders and updates when you need them. Here are several examples:

  • I had an appointment to bring my car into the dealership the other day. I was sitting on my couch playing with my tablet when all of a sudden a Google Now screen popped up telling me that I had to leave my house in 5 minutes to beat traffic to my appointment. 
  • I have a recurring staff meeting on my work calendar for every Tuesday morning, and every morning, my tablet reminds me that to make the meeting in time I need to catch the 7:56 bus that leaves the bus stop right across the street from my house.
  • The other day, I got a news update through Google Now about one of the stocks that I had put on my Google Finance watch list.
  • One last one – the other day I was searching for a product online, on my phone, I navigated over to Home Depot site.  When I got home, I turned on my tablet, and a Google Now notification popped up, telling me where the closest Home Depot store was that had my product in stock.

These are all very convenient scenarios, and on the one hand, I was very happy to get the reminders of when to leave, and tips on where to go. However, It also made me think about how creepy it is that Google knows more about me than some of my closest friends and family – maybe even more than I do.  Don’t get me wrong, as a search marketer, I am well aware of the information that is collected about me by Google and virtually every other online entity, but now Google is just throwing it all right in your face with Google Now. It’s been over a month since I have had my Google tablet, and I am still using Google Now – I am willingly giving Google all my information for the sake of convenience, and I am sure I am not the only one.

Also, as a search marketer, I have to wonder if Google Now will at some point in the not-so-distant future become the most targeted advertising channel out there.  Think about it, Google knows exactly what you are doing, when you are doing it, and where. It also knows who your social connections are, and what you searched for, etc. One top of all that, Google is training us to accept this relatively intrusive service.  Imagine the first scenario that I described, what if along with my oil change appointment reminder I received a discount coupon for a break inspection, or some other complimentary service. Or take my last scenario – I was looking for a hand cart by the way – what if along with directions to the nearest Home Depot store with that product, I received a discount coupon for all moving supplies (boxes, tape, etc.).  Or, from the point of the advertiser, if I was Lowes, would I be able to target people right as they were ready to go to Home Depot for a purchase?

I can provide many more hypothetical scenarios, but this really brings the Minority Report type future, with relevant and targeted ads bombarding you with every step that much closer to reality.

Mobile App Targeting with AdMob

Thursday, July 19th, 2012

Last month Google incorporated its mobile app ad network, AdMob, into Google AdWords. This was especially exciting for me since I work on an account that sells mobile device screen protectors.  Not only does Google allow you to target your campaigns by app categories, but you can also target your campaigns by specific devices. Additionally, AdMob provides ad space on both the Google Play Andriod Apps and the iTunes App Store which allows you to target a greater audience.

Since launching the mobile app campaigns on our screen protectors account, we have more than doubled our clicks while significantly cutting down our CPCs. The average CPCs on our mobile app campaigns have been around 28% of the CPCs on the other campaigns within the account. With CPCs so low I recommend trying app targeting on your accounts before the competition gets greater.

I wouldn’t recommend mobile app targeting for everyone – especially not B2B clients. The best opportunities would lie with B2C clients who have mobile sites and can segment their consumers by their interests or by their mobile device (example: screen protectors for specific mobile devices or targeting fitness clubs on health and fitness apps).

Setting up a mobile app targeted campaign is easy. First, create your campaign by clicking the New Campaign button from the Campaigns tab. Then choose the campaign type Display Network only and select Mobile apps (see below).

 Google Display Network Mobile App Targeting In the device targeting settings you can choose whether you want to target mobile devices and/or tablets. You can either choose to target specific operating systems, device models or carriers. In this case I chose to only target iPhone 3G users.

 Google Display Network Mobile Device Targeting

Finally you can choose what type of app categories you want to target. In the case of the of the fitness club, we would target health and fitness apps (see below). Remember, that if you are only targeting on select devices to choose the right app store to target through, like targeting iTunes App Store apps when targeting iPhones.

Mobile App Category Placements

Good luck from your #1 mobile advocate!

Google Releases Analytics Mobile App for Android

Monday, July 2nd, 2012

If you find yourself so highly engaged with your website traffic that you can’t “let go” when you are out and about, the Google Play store has the app for you. Simply titled Analytics, the app is free and syncs seamlessly with your Android phone’s Gmail account. (Of course, if you want to use a different Analytics account you can.) A quick comparison of the Google Analytics App and gAnalytics App from e6bapps reveals that the Google app is a lot more simplistic, but it’s also easier to use.

The dashboard window is the only area where you can add specific reports. The small “add widget” button in the upper right corner opens a dialog to “pick a metric”. After choosing the metric, the user assigns a sampling interval like “daily”, advanced segment and date range.  Widgets are positioned in the order that they are created and cannot be dragged around.

The lack of features and reports make the Google Analytics App best suited for monitoring real-time visitors and quick snapshots of visits and goal data. The default dashboard has only one graph for Daily Unique Visitors and Daily Goal Conversion Rate. There are also reports for Automatic Alerts and Custom Alerts. The custom alerts require logging into the full web version of GA and setting them up.

You will notice that “Traffic Segments” is conspicuously missing from the navigation bar.  Like the custom reports, you also need to log into the full web version of Analytics if you want to see specific traffic source information.

The Analytics App has some default advanced segments like “non-paid search traffic” and “returning visitors”, and you can use the full web version to add separate more specific advanced segments . If you wanted, as an example, website revenue from Pinterest users, you would need to use a browser to visit the GA site, add an Advanced Segment for referrals from Pinterest. As a final step, you would log into the Analytics Android app and create a new widget for “Revenue” and choose your newly created Pinterest segment.

 

The dashboard only supports up to five widgets, so really—this is a very simple tool for very simple data and not something you’d use for any analysis. This is a real-time, quick snapshot tool, so if you need better graphs and more complete reports, I’d recommend sticking with gAnalytics.

 

Shortlink: http://www.ninahale.com/?p=3103

 

 

 

 

Winning the Last Ten Feet

Monday, June 25th, 2012

I’m a frequent user and fan of Google Maps to find new places when I’m out. But I am often surprised that I don’t see more optimized location targeted ads. The combination of local and mobile is a great opportunity for PPC advertisers. According to Google, 94% of US respondents claim they use their mobile phones to get local information.

T-Mobile, an advertiser who prioritizes mobile advertising has seen impressive results by strategically targeting the intersection of local and mobile. What they have done to “Win the Last Ten Feet” is adapt their Adwords campaign around mobile user behavior. These mobile users are interested in finding the nearest T-mobile or phone retail location. With the many retail stores carrying phones, this is common issue. But more importantly this is an issue for customers near the bottom of the sales funnel. In the words of Google, “mo’ lo’ means mo’ dough for advertisers.”

T-mobile took calculated steps to optimize the advertising experience of their potential customers.

  • Targeting mobile users based on mobile devices,
  • Geo-targeting the promotion location
  • Developing a keyword list based on mobile searching language
  • Implementing click-to-call and location ad extensions to enhance the ad

This combination of settings allows the ad to appear to the users who are most likely to directly respond to the ad. Whether the user is looking up directions or searching for the nearest place to buy a phone, T-Mobile is going to serve a custom ad sharing their nearest retail location.

Local Advertising Example

By selecting the right keywords, specifying the locations, the ad content, and the format of the ad; T-mobiles summer advertising campaign has achieved an astonishing 13% CTR and over 162,000 clicks on their ad targeting high ROI mobile users.

This type of highly focused advertising is only available in online paid placement. T-Mobile leveraged paid placement by delivering seeking customers to its own doors. As the emerging world of local-mobile search becomes more integrated into daily life, opportunities will continue to prosper.

Another Case for Mobile Advertising

Tuesday, May 29th, 2012

As I was perusing www.thinkwithgoogle.com this month, I found a great new study in their research library on Our Mobile Planet. This study provides further evidence as to why companies should be targeting consumers on mobile devices. See our cool infographic on mobile advertising for the details now!

Mobile Advertising Infographic

Mobile Advertising 2012

Where’s The MoMoMo? | Modern Mobile Moms Sweeping the Internet

Thursday, May 24th, 2012

The Modern Mobile Mom (or, MoMoMo as they’re called in the biz) is an ever-growing, increasingly important decision-making demographic for Internet marketers.

Moms are more influential than ever in the home and online.

• 80% of them have searched on product after seeing it on TV
• They’re searching with longer phrases to find exactly what they’re looking for
• Over half the moms surveyed said they have followed up researching online with a purchase offline

The increase among mobile usage for moms continues to grow. Over 65% of females ages 30-49, with children and own smart phones use those smart phones to research information about a product. The graph below illustrates that 25% of females with children, a smart phone, aged 30-49 have purchased a product on a mobile device.

Looking to get in touch with the MoMoMos? Try mobile marketing, folks.

Credit: Google Insights for Search, 2011/2012

Mobile Advertising: Change is coming…Are you Ready?

Friday, September 23rd, 2011

We all know the importance of mobile advertising. More and more consumers are browsing and making purchases from their mobile devices than ever before. It’s even estimated that as much as 44% of last minute holiday shopping this year will be performed on smartphones and tablets[1] Advertisers now have even more incentive to develop optimized mobile sites for their business; Google just recently announced that mobile sites or landing pages will now factor into the overall quality score of mobile ads.

To put it simply, you’ll need to have a highly optimized mobile page specifically for your mobile campaigns in order to maintain a competitive presence with mobile search traffic. The idea is to improve user experience for mobile users and in turn, will result in more traffic at significantly lower costs. By building a mobile page or site for your business, you’ll be able to prioritize your main goals and provide relevant information that would be useful for someone on the go.

Read more about Google’s announcement on the Mobile Ads Blog Here.

Use the Google Mobile Site Creation Tool: http://googlemobileads.blogspot.com/2011/06/mobile-ize-your-business-with-google.html