How to Track the ROI of Offline Advertising

Offline Advertising

Internet marketing is one of the best ways to increase the leads your practice gets. But that doesn’t mean that you shouldn’t focus on other ways to attract new patients like traditional, offline advertising.

Much of the value from offline advertising is difficult to track. A beginner will usually use track the increase in the amount of “direct visitors” to their website and assume that the increase is visitors is due to their offline advertising efforts. This happens when an advertisement contains the URL of website.

If an ad doesn’t give a website URL for people to remember or if people forget the website URL, they will typically show up as “organic search” in Google Analytics reports. The Eterna ad below is a great example of a print ad that will attract new patients, but the leads will be attributed to either the search channel or direct channel.
Eterna Print Ad

To successfully market your practice you need to spend money where it is most effective. You can advertise through the two biggest players in the market – Google and Facebook, where it is easy to track the leads you receive. But it gets harder to track leads when you invest in offline advertising efforts like magazines, billboards, radio, and television.

With so many options and a limited marketing budget it is critical to understand what is getting you more leads, and what isn’t. By implementing the simple strategy below you can track how many additional website visitors and leads each one of your advertising campaigns bring in.

Create a Custom URL for each Advertising Campaign

The first step is to buy a vanity URL for each one of your advertising campaigns. For example, if you are looking to run an advertising campaign for CoolSculpting in print, radio, and TV you would buy the 3 URLs, one for each advertising campaign.

Example Campaigns

Radio Ad –
TV Ad –
Print Ad –
vanity url graphic

Set Up Redirects to Your Main Website

Once you’ve purchased your vanity URLs and picked a URL for each campaign, you will need to set up a 301 redirect to the page you want visitors to land on AND include Google Analytics campaign parameters (shown below by ?utm=*). I recommend using the GA Config tool to create your new website URLs. I’ve created a screenshot to show you how you can fill out the form.
URL Builder Example
There are 3 parameters that are required for the tool to work.

  • Source – This should be the specific source of the ad such as “New Beauty Magazine” “Billboard on Washington Street” or “Valpak”.
  • Medium – The medium is the highest level channel that you can think of. Examples of this are print, radio, billboard, or TV. When you consistently use these mediums you may find useful information like print always performing radio, or vice versa.
  • Campaign Name – Each advertising campaign should have a unique name with a useful description. Examples are “New Beauty December 2013 Issue”, “30 Second Radio Spot 1057 The Buzzard” or “30 Second TV Spot Cool New You Ad”

Track the ROI of Offline Advertising

Once the 301 redirects are in place Google Analytics will automatically track visitors coming from each individual campaign. This data is all properly categorized so you can segment your data to answer questions like

  • how many visitors come from each campaign?
  • how many leads come from each campaign?
  • how long do people stay on the website from each campaign?
  • how many people leave the website immediately from each campaign?

Optimize Your Meta Descriptions for More Website Visitors

Meta Description Example

With the SEO and internet marketing field evolving so fast many people seem to forget about a simple tweak that can lead to a big increase in the number of visitors to your website. Meta descriptions, along with the title of your web page are the first things people see when searching for what you have to offer. You only get one shot at a first impression, so making sure your meta description is enticing is extremely important.

Where Customers See a Meta Description

The meta description is the paragraph of text shown that describes each search result. You can see two examples of this in the image below. If you would like to see your current meta descriptions for pages on your website, google the title of each of your pages, plus the name of your website, and you will see your search result.

Where You Change Your Meta Description

Each web page and blog post should have a unique meta description. If you do not write a custom meta description Google will automatically create one for you. While having Google create a meta description for you can work in some circumstances, you will get better results writing your own custom meta descriptions. To change your meta description (assuming you are using WordPress, the most popular website platform) log in to your website, find the web page you want to edit, and scroll down to your meta description area. You should see a something similar to the picture below.
Wordpress Meta Description Field

The Anatomy of a Good Meta Description

There isn’t a recipe for creating the perfect meta description, but there are some guidelines that you should follow. Try to implement as many of these as possible and you will see the amount of visitors to your website increase.

  • Show Off – Can you claim authority or superiority to your competitors in any way? Have you won any local awards, or have a specialty that others don’t?
  • Emphasize Key Terms – If there is a specific phrase or term the patient is looking for you can capitalize the term to make it stand out more.
  • Speak to Your Audience – If your customer isn’t familiar with medical terms or is more of a conservative audience make sure your message reflects that.
  • Use Facts and Stats When Appropriate – Have you performed over 5000 of a certain procedure? This shows a high level of skill and expertise that patients are looking for.
  • Call to Action – Studies show that customers are more likely to click on your website and fill out a consultation form if you tell them to. While this might sound obvious, it works surprisingly well.

Examples to Start Your Way

Bad Meta Description

Welcome to the website of Dr. Bob. I practice in Seattle, call for a consultation at 555-555-3124

Good Meta Description

Seattle Patient’s Choice Award Winner. Create a new you with the help of Board Certified Plastic Surgeon Dr. Bob. Over 5000 happy patients and counting.

Bad Meta Description

Get a breast augmentation with Dr. Bob in Seattle area. Breast Augmentation is a surgery that enhancing the size and shape through placement of an implant.

Good Meta Description

Looking for a better bustline? Our experience Plastic Surgeon can give you the results you’re looking for. Free No-Risk Consultation.

How to Take Advantage of AdWords’ New Bidding Tools and Mobile Bid Adjustments

Google recently rolled out their new enhanced campaigns, allowing advertisers to easily and more efficiently target customers based on location, device type, and time of day in a single campaign. Google focused on three main objectives:

Campaign and budget management

 An advertiser with a local presence could increase bids based on the location of the customer. For example, if a customer is using a mobile device within a quarter of a mile, (walking distance) raise the bid by 10%.

Ads based on context

Advertisers will be able to display mobile-optimized copy if the search query is coming from a mobile device. Capabilities like whether or not the device can download an app, or make calls are taken into consideration as well.

New Conversion Types

You can now easily track app downloads and click-to-call actions in AdWords reports. It will now be a lot easier to determine the ROI of mobile device targeting.

Why Should I Care?

Mobile device usage is constantly growing, and as an advertiser you need to be where your customers are. This infographic courtesy of Google will give you a better idea of the increasing importance of mobile.
Google Multi Screen Infographic

Can I Take Advantage of these Tools?

The first thing that you should think about is how these new tools fit into your marketing objectives. Here are a few of the factors that you should consider

  • Do you have a brick and mortar presence? If so then you should use location based targeting to entice customers that are close to your locations.
  • Do you have an Ecommerce store? Consumers do not purchase as much on a mobile device compared to desktops and tablets. You may want to lower your mobile bid for users on mobile devices.
  • Are phone calls a major source of qualified leads? With the new click-to-call tracking you can easily attract certain customers. Your phone number shows up when a customer is viewing search results, so this is more effective if customers do not need to do any research before calling. This is most effective for businesses like restaurants and retail stores.

How do I use these Tools?

Start by setting default bids for a new or existing campaign that reach all devices. You then set bid adjustments to increase or decrease your bids for mobile devices and different contexts. This can be location or time of day. Bidding for devices with larger screens like desktops, laptops, and tablets is grouped together, while mobile devices like iPhones and Droids and Windows Phones are in a separate group.

For example: If you want to reach people close to your store that are searching for “Party Supplies” you could set a default bid, then bid 50% higher for people searching less than a mile away, 20% lower for searches on weekdays, and 25% higher for people on mobile devices. Your bid adjustment would look like this.

Bid Adjustment