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By OppGen

3/14 – This Week In Medical Advertising

{3/14} This Week In Medical Advertising 

  1. Google My Business and SEO – Google has added more features for local business listings. Reviews are becoming increasingly more important. When choosing between businesses, more than 50% of customers pass on companies with less than a 4-star rating.  If a review of your business contains keywords surrounding your business this will increase your SEO ranking. Engagement is also an important component for local business listings. There is a Q and A section where customers can leave questions about the business. It’s important to answer these in a timely manner to boost engagement. Read more about local reviews and SEO.
  2. Digital Ad Spend Continues to Grow – For the first time, companies will spend more on digital advertising than on traditional mediums such as TV and print. By 2023, digital will surpass two-thirds of total media spending. As our attentions shift to digital our advertising will shift with it. Read more about this milestone in advertising.

By OppGen

3/7 – This Week In Medical Advertising

{3/7} This Week In Medical Advertising 

  1. Marketing Campaigns –When your business decides to run a marketing campaign it’s important to know your goals and understand them. If you’re having trouble deciding on goals here are some common campaign goals. Brand awareness is usually one of the top goals for a campaign and can be measured in several different ways including engagement, site traffic, and click-through-rate. Engagement with creative is another goal that can be measured through video completion rates and click interactions with images. Lead generation is another great KPI to measure. OppGen will work with together with you to help generate leads for your specialized business. Read more here.
  2. Google Business Profiles – Google continues to ad new ways for businesses to appear in search results. Google has introduced a new section for special offers to help people find promotions on Business Profiles. Google has been focused on giving more control to the business on their Google listings. Read more about the latest Google updates here.

By OppGen

11/30 – This Week In Medical Advertising

{11/30} This Week In Medical Advertising 

  1. Top Paid Ads Can Improve SERP Relevancy – Almost 60% of searchers do not know the difference between paid and organic results, and most believe top of page listings to be most relevant. There’s an opportunity to leverage top listing ads to position your service as most relevant.
  2. Improve Efficiency with Facebook Importer Tool – Quickly set up new campaigns, creative, and tests across your accounts.

 

By OppGen

10/26 – This Week In Medical Advertising

{10/26} This Week In Medical Advertising

  1. TV Device Type in Google Ads – You can now access bid adjustments and reporting metrics for prospects streaming your practice’s YouTube ads on TV devices.
  2. Yelp Reviews for Increased Trust – A study by Nielsen reinforced online opinions from sites like Yelp rank higher for trust than other marketing channels.
  3. Facebook Vertical Video Ads – Facebook is now offering a new vertical video ad format which is designed to drive more engagement.

By OppGen

TV Device Bidding Now Available in Google Ads for YouTube Ads

TV device type bidding and reporting now available in Google Ads for YouTube ads.

Raise your hand if you’ve cut the cord?

With the shift away from traditional cable viewing towards streamable media, advertisers must continue evaluating device performance individually. Your team simply cannot maintain a single budget, ad set, prospect journey, etc. for all devices. Each device — TV, mobile, desktop, and tablet — require their own attention.

One of the largest video content networks, YouTube, estimates users watch over 180 million hours of YouTube on TV screens every day1. As a result of this shift in viewing habits, Google has now rolled out an additional device type in Google Ads, TV screens. This new device type will allow you and your marketing team to better engage audiences viewing your ads from their TV or TV streaming device (Chromecast, for example). Moving forward, you will have access to reporting and device type bidding within the Google Ads platform.

 

What does this mean for your business?

Now that you have the ability to segment and track prospects interacting with your ads via TV, you should begin developing a unique digital strategy to more effectively target this audience. An important part of this strategy includes crafting a separate prospect journey based on your prospects’ TV ad viewing habits.

Leveraging the TV device reporting intelligence from Google Ads, begin reviewing your current YouTube ad creative and make any necessary changes to improve positioning for the TV audience. Are your TV streaming prospects watching your ads for a longer period of time than mobile or desktop? Where are you directing TV streaming prospects after they click your ad? Does advertising on TV screens provide a greater lift in brand awareness and ad recall? These are all questions your team should begin asking themselves now that TV ad data can be better reported and evaluated.

1Google Internal Data, Global, June 2018. Based on 7-day average for TV watchtime.

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3/14 – This Week In Medical Advertising
3/7 – This Week In Medical Advertising
11/30 – This Week In Medical Advertising
10/26 – This Week In Medical Advertising
TV Device Bidding Now Available in Google Ads for YouTube Ads