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MedNews Blog

MedNet’s Winning Strategy for SEM Management

Written by Darren LiVecchi
February 20, 2008

White Hot

Search Engine Marketing, otherwise known as "pay per click," is the hottest business technology in the world. It has posted a 214% growth over the last two years. It is the power behind Google's awesome growth curve and the force behind Microsoft's $44 billion offer for Yahoo!®. The search engine marketing frenzy has caused a rush of companies to embrace the Internet marketing channel. The medium allows companies to accurately target consumers at a fraction of the cost from standard marketing mediums.

Let's put it in perspective:

Medium
Target Accuracy
Measurable
Competiton
Ad
Flexibility
Cost
Full page,
Yellow Pages
Accurate
No
High
No
Fixed
110k/year
Full page,
NY Times
No
No
Low
Shows
only once
Fixed
35-50k/year
Internet
Accurate
Yes
Low
Very
Flexible
Very
Flexible

As Internet history has shown, companies without a sound marketing plan in place risk failure. Fortunately for the medical industry, MedNet Technologies has a thorough understanding of Internet marketing and successfully manages many campaigns in this new advertising medium.

We built our success on five essential Internet marketing elements:

  1. Measurement
  2. Flexibility
  3. Testing
  4. Diligence
  5. Balance

1. Measurement

MedNet knows how to correctly measure a campaign and interpret its effectiveness. Recently, MedNet was asked to assume the responsibility of a practice's non performing SEM campaigns. We turned the campaigns into sound successes. The campaigns were not successful because the practice was not measuring ROI (return on investment). ROI and conversion tracking are the two main campaign measurements that MedNet Technologies leveraged to help us determine the failures. We analyze and measure all our clients' ad group reports to verify the ROI of their campaigns.

The bottom line: We want our clients to understand that their ad costs not only pay for themselves in quite a short time, but are very profitable over the long term.

 

2. Flexibility

MedNet Technologies knows that ultimately, SEM success depends on the keyword selection. Our marketing engineers do not necessarily lock on a few popular keywords. That strategy tends to be expensive because the popular keywords tend to have a higher click cost. To help reduce the click cost, our default SEM campaign strategy uses 30 keywords/phrases. This strategy spreads the click cost over cheaper, less popular keywords, ultimately resulting in a cheaper SEM campaign.

The bottom line: The MedNet marketing engineers leverage keyword tools to help them understand keyword cost and popularity for the current market.

 

3. Testing

All our testing starts by trying to answer the "what ifs" in a campaign. The "what ifs" include testing adjustments to the advertisements and geographic targets. Sometime small text changes to an advertisement pumps up the action on a campaign. Other times the target geographic demographics are adjusted and result in high-quality click-through rates. Quality clicks are measured by conversion rates. Higher conversion rate values are directly related to quality clicks.

The bottom line: SEM campaigns are constantly monitored, managed and tested.

 

4. Diligence

MedNet SEM engineers know that strategy success revolves around diligent review. "Fire up and forget" is not how our SEM team manages our clients' campaigns. Our SEM team constantly reviews client campaigns to track performance and keep abreast of their competition. The review process also allows us to take advantage of new technologies that are introduced from Google and Yahoo. Recently, a new demographic feature was added to Google Adwords. Our R&D team is examining the new feature and will have setup recommendations and use guidelines for the SEM engineers.

The bottom Line: SEM campaigns do not manage themselves; MedNet proactively
manages them.

 

5. Balance

Balance is a theme that is universal in all that we do in life. SEM marketing campaigns are no different. A balanced marketing approach benefits the value of an SEM campaign. Although SEM campaigns are terrific by themselves, they are even more effective when balanced with search engine optimization (SEO) and Universal Search Strategies. SEM is targeted, effective, and measurable; however, it does have one negative factor: Every click incurs a cost. As a long-term solution, an SEO investment will place your website on top of an organic search engine results page. No fee is incurred when an organic result is clicked. Several studies have shown the following statistics:

  • Around 70% of people viewing search results click on the organic listing.
  • Around 25% of the people click on the SEM results.

The bottom line: Balancing SEM and SEO will sharply increase your search engine traffic.

The Bottom Line

MedNet Technologies offers a high quality SEM marketing service. The foundation of our SEM success is measurement, flexibility, testing, diligence, and balance. If your SEM campaign lacks any of these elements, feel free to contact MedNet Technologies about incorporating them into your campaign. We are focused on results.


Category: Search Engine Marketing


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