Search Marketing – Trends in the Online Behavior of Senior Living Customers Argentum Senior Living Executive Conference May 3, 2017
Speakers Greg Kaye
Stephen Huson
Head of Industry, Google
VP, Digital Marketing, A Place for Mom
His expertise on the AdWords platform includes Search, Mobile, Display, and YouTube.
An expert in search marketing from both the paid and organic sides of the business.
Agenda • • • • •
The Anatomy of Search Search Matters – Maybe more than you think Trends in Senior Living Search Video Search Ideas for Action
ANATOMY OF SEARCH
Anatomy of Search and the SERP
Anatomy of Search and the SERP
SEM PPC Search AdsPack SEO Organic Local//Listings /Listings Local These are paid Web listings deemed Localpage listings on Google advertisements from to be most and come from relevant Google My Google informative bylistings. Google for BusinessAdwords, local appearing the top of the searchat query. the page, and at the bottom. On some other search engines, they also appear to the right.
SEO / Organic Local SEM / PPC
SEARCH MATTERS
Search Matters – Consumers Declare Intent with Search Search is the one marketing platform where consumers directly express intent and can find what they are looking for • Example search queries: • Home for elderly woman with dementia in Memphis • Assisted living communities in Lubbock • Senior living near me
• You can target specific intent with both SEM Paid Search and SEO Organic Search
Search Matters – Families Find You Through Search A Broad Set of Marketing Channels
Yet Most People Find APFM Through Search
Other Channels
Internet Search
Search Matters – Senior Living Digital Marketing Budgets Are Growing
“Nearly two-thirds of the respondents anticipate spending more on digital marketing activities in 2017; only 1% anticipate spending less.”
2017 Digital Marketing Spending Goals
30%
More in 2017 Don't Know
Less in 2017
1%
64%
Same as 2016
5%
Source: ASHA, Digital Marketing Trends in the Senior Living and Care Field, Fall 2016
TRENDS IN SENIOR LIVING SEARCH
Trends – A Couple Useful Tools
google.com/trends
consumerbarometer.com
Search Clicks for Senior Living Continue to Grow Non brand senior living click trends 27% Y-o-Y Growth Q4-2016
Q4-2015
Source: Google internal data, non brand senior living Google paid click trends from Jan-2015 to Jan-2017
Senior Living Mobile Search Is Growing Very Fast Non brand senior living click trends by device
Mobile: +66% Q4 YoY
Desktop: +4% Q4 YoY
Source: Google internal data, non brand senior living Google paid click trends from Jan-2015 to Jan-2017
Mobile Is Half of Search and More in Some Categories Senior Living Industry
Top Categories
Click volume: Q1 - Q4 2016
Click volume: Q4 2016
Q1 2016
Q2 2016
Q3 2016
Assisted Living
Q4 2016
Senior Living
Nursing Home
Desktop & Tablet
38%
39%
22 %
46%
48%
21 %
48% of paid traffic is from mobile
46 %% 47
47%
62%
Mobile
Source: Google internal data, non brand senior living Google paid click trends from Jan-Dec 2016
Survey Data Shows Multi-Device Usage
Source: Consumer Barometer by Google. Which devices, if any, do you use. Filtered US; [55+, 45-54] / Total Respondents: 760
And Smartphone Usage Is Growing Rapidly Q: How recently did you start using a smartphone? Recent additions growing smartphone user base
Source: Consumer Barometer by Google. Filtered US; [55+, 45-54] / Total Respondents: 352
And Our Demographic Does Search Using All Devices Q: With which devices do people most often go online?
Source: Consumer Barometer by Google. Filtered US; [55+, 45-54] / Total Respondents: 448
Mobile Users May Not Behave the Same Non brand senior living click trends
Source: Google internal data, non brand Google paid click trends, March 2017
Trend in Local Search • Location based terms like “near me”, “in my area”, and “local” continue to grow as users demand for local information grows “Local” Terms – Desktop Clicks
“Local” Terms – Mobile Clicks
Source: Google internal data, local term clicks, by device, Jan-Dec 2016
Searches for Different Types of Care Non brand click trends
+3% Senior Living
+45% Memory Care
+30% Assisted Living
Source: Google internal data, non brand Google paid click trends from Jan-2015 to Jan-2017
Consumers Often Don’t Know What to Search
32% don’t even know what type of care they are looking for
Source: Google / Ipsos MediaCT researh, August-October 2014 Q: What type(s) of senior community or living arrangements are you considering? n=639
But People Are Learning the Industry Terminology Google Trends: Comparing “memory care”, “dementia care” and “Alzheimer's care”
VIDEO SEARCH
We Know YouTube’s Numbers Are Huge…
1,000,000,000
Active Users 30% of the Internet is on YouTube
4,000,000,000+
Video views per day
18-49 Greater reach on mobile alone than any cable network 60 Hours of video uploaded every minute 3X Number of users with YT as their homepage is up 3X YoY
YouTube and Boomers
YouTube is the #1 Video Platform of Choice for Boomers
There are 4x as many 50+ viewers on YouTube as <18
YouTube and Boomers
Over 85% of Boomers (55-64) visited YouTube in December ...thatâ&#x20AC;&#x2122;s 34.9MM people.
YouTube and Boomers
Over 52% of Boomers (65+) visited YouTube in December
Trending YouTube Videos for Boomers
Source: YouTube Trends Dashboard, most viewed/shared videos in US w/o 4/15 across the following age groups: 45-54, 55-64, 65+
YouTube and Boomers
60MM Boomers (55+) visit YouTube every month across desktop, mobile, and tablet
...thatâ&#x20AC;&#x2122;s 67.8% reach.
Our Boomer Audience Lives on YouTube!
IDEAS FOR ACTION
Ideas for Action – Think Mobile • Start with mobile in design, testing, and content decisions • Ensure design is mobile friendly • One useful tool: Google mobile usability report Maps Integration
Readable Fonts?
Fields/Buttons Too Close?
Ideas for Action – Phone Calls from Mobile Users • Click-To-Call – on site • Call Ad Extensions in Search Ads
Mobile Performance Is Critical • Performance is an important SEO ranking factor in search engine algorithms
Compared to a load time of 1 second:
• Performance directly affects time on site, user engagement, and conversion rate • Many tools for measurement and diagnosis. Examples: • • • •
Google Pagespeed Insights GTMetrix.com Pingdom.com WebPageTest.org Source: http://conversionxl.com/
Industry Web Sites â&#x20AC;&#x201C; Sample Mobile Performance We looked at industry sites to assess mobile performance.
Ideas for Action – Local • Ensure set up in local services like Google My Business • Use location ad extensions in Search Ads
Content – Your Community Website Is a Critical Resource • Make sure your website ranks #1 in searches for your community • Focus on giving people the useful content that they want most
Most Useful Online Source for Information 39%
Websites of specific facilities
39% 35%
Search engines (e.g., Google, Bing)
33% 14%
Senior living/senior care advisory websites (e.g., Caring.com, A Place for Mom)
Review or rating sites (e.g., Yelp, Golden Reviews)
Real estate services (e.g., Trulia, Zillow)
Social media (e.g., Facebook, Google+, Twitter)
Online video sites (e.g., YouTube, Hulu)
15% 3% 3% 3% 5% 2% 2%
2% Younger Boomers (A)
Other
3% 3%
Older Boomers (B)
Content â&#x20AC;&#x201C; Pricing/Payment and Care Are Top Consumer Needs Types of Information/Content Looked for While Researching Senior Living/Care Facility Information (Net) Costs Care type Medical services offered Payment options Activities and events Transportation options An example menu Communities/Facilities Options (Net) Communities/Facilities in a specific location Locations of nearby communities/care facilities Communities/Facilities for specific interests/lifestyles Testimonials/Reviews (Net) Reviews Testimonials of current residents Testimonials of family members of residents Videos/Pictures (Net) Pictures of the community/care facility Video tour of the community/care facility Staff Information (Net) Phone number of community/care facility staff Interviews with staff Guidance (Net) Checklists to prepare Articles by experts
Younger Boomers
Older Boomers
96% 83% 61% 52% 51% 43% 37% 25% 74% 47% 47% 25% 57% 40% 27% 20% 54% 49% 25% 35% 23% 17% 21% 16% 12%
97% 78% 48% 52% 55% 46% 40% 31% 75% 52% 42% 30% 57% 51% 30% 24% 66% 57% 37% 25% 19% 13% 22% 18% 12%
Source: Google / Ipsos Research, 2013. Base: Used online sources (Younger Boomers, n=89; Older Boomers, n=67*) Q22. What types of information/content did you look for while researching senior living or senior care options online?
Local Search and Content â&#x20AC;&#x201C; from Consumer Barometer Q: What kind of information did you look for?
Source: Consumer Barometer by Google. Searches for information about local businesses. Filtered US; [55+, 45-54] / Total Respondents: 380
Senior Living Cost Index • Consider showing pricing information on-site • Another option – Provide local data from A Place for Mom’s Senior Living Cost Index • Free to use information on Senior Living Costs, nationally, regionally, and in over 2,000 cities
• http://www.aplaceformom.com/senior-living-cost-planner
QUESTIONS?