1. MAKING SENSE OF
ALL THE NUMBERS
PRESENTED
BY
Rhian Ryan

2. LOMA LINDA UNIVERSITY MEDICAL CENTER (LLUMC)
• Proton Beam Therapy
• Cutting-Edge Treatment
• Leading Treatment Facility
• Internationally Recognized
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3. OBJECTIVES & STRATEGY
Campaign Goals
• UK & EU Focused
• Build Brand Awareness
• Generate Online Leads
Paid Search Strategy
• Indentify Key Markets by Visitors
• In-Language Assets (Limited French)
• Launch Paid Search (Google, Yahoo UK & FR)
Conversion Rate Optimization Strategy
• A/B Testing of Page Layout & Placement of On-Page Elements
• MVT Testing of Content Combinations (Copy, Images, Video)
• MVT Testing Lead Form (Placement, Questions/ Wording, Length)
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4. SUCCESS EVENTS
Conversion Goal
• Leads Generation
• Form Submission
Secondary Events
• On-Page Element “Interactions”
• Video, Slide Show & Email Page Link
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5. FAST FORWARD 1 ½ YEAR LATER…
PPC | Top Performers
• Markets by Lead Volume
• United Kingdom, France & Germany
• Ad Copy Themes
• “Pioneers,” “Expertise,” “Minimal Damage”
• Keyword Themes
• “Proton Therapy,” “Cancer Treatment,”
“Cancer Center,” & Brand-Related
CRO | “Winners”
• Multiple Rounds of Testing
• Identified Winning Creative Combos
• Continuous Experiments & Refinements
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6. CRO PROGRESS, BUT PPC PLATEAU
Thought Process
• Golden Nuggets of Insight for Greatest Impact on PPC Performance
• Identify Most Meaningful Data & Metrics to Analyze & Act Upon
Look Beyond Primary Conversions!
• “Interaction” Events Influencing Conversion
• Opportunity to Connect at Paid Keyword Level
• Develop New Data Set for Optimization Inspiration
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7. MAKING THE DATA WORK
Objective: Infer Relationship Between Conversion & Secondary Events
“Is the propensity to convert greater after interaction with an
on-page element (video, image slideshow or emailed page)?
… But We’ve Got a Hot Data Mess!
• Autonomy Optimost  Testing
• Configured for Reporting in SiteCatalyst
• Omniture SiteCatalyst  Analytics & Segmentation
• Custom Conversion Variables (Prostate vs. Eye)
• Google Analytics  Event Tracking
• Reflects Same Events Tracked in SiteCatalyst
• Search Engines  Campaign Data & Conversions
“
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8. “TRIMMING THE FAT”
Reduce Data
• Only Paid Search Keywords Generating Conversions
• “But That’s Not a Complete Picture of Keyword Inventory.”
… Enter Google Search Funnels
• Cuts Heavy Lifting in Half (Sanity Saver)
• Conversion “Assists” = More Players on Field
Compile Historic Data (YTD)
• Google AdWords  Converting Keywords & “Assists”
• Yahoo Search Marketing  Converting Keywords & “Assists”
• Google Analytics  Converting PPC Keywords  Interaction Events
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9. MARRYING THE DATA
• Cross Reference (VLookUp is Our Friend!)
• Assign Keywords Unique IDs to Distinguish Engines, Match-Types Etc.
• Consolidate Data by Unique ID to Accurately Depict Interaction Events
• Weight the Data Based on Conversion Rates of “Interaction” Events
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10. APPLIED ANALYSIS
• Assigned Index Value Based on Average Influence Over Conversion
• Optimized Keyword Across Engines Bids Based on Avg. Weighted Values
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11. INSIGHTS & PERFORMANCE
• Branded Keywords Resulted in More “Virtual Tour” Interaction Events
• Proton Keywords Resulted in More “Treatment Process” Events
• Email Link & Testimonials Video did not Greatly Effect Conversion
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12. WE DIDN’T CURE CANCER…
• “But We’re Pretty Pleased with Performance!”
• Interaction Themes Driving Dynamic Landing Page Development
• Opened Doors for Expanded In-Language Content Creation (German)
EMG | Technology-Driven,
Strategic Marketing Agency
• Search Engine Marketing
• Social Media Strategy & ORM
• UX & Conversion Optimization
• Enterprise Web Analytics
• Original Content & Creative
• CMS & Enterprise Solutions
• Rich Media Production
• Application Development
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13. THANK YOU!
R h i a n Rya n
rryan@earthboundmedia.com
Twitter @Uber_Rhian
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