Google’s housing, employment and credit (HEC) policy goes live next week on Oct 19. While this new policy will impact active senior living marketing campaigns on Google Ads, there are channels that give providers control over a defined audience like programmatic display. With programmatic advertising campaigns, senior living marketers can expect the following benefits:
…and more. There are multiple tactics that senior living marketing teams should consider that fall within the parameters of programmatic display. Search retargeting via programmatic display is one of them. It is an effective way to connect your community with a qualified audience.
Continue reading to learn what search retargeting is and why senior living providers should use it in programmatic advertising strategies.
Basic search retargeting is when an ad is displayed to users on third-party websites that previously visited the advertiser’s website. For whatever reason, the user didn’t convert on the website originally and these added touchpoints help bring that user back.
The primary distinction between traditional search retargeting and search retargeting via programmatic display is that senior living marketing teams are finding users with intent that have expressed interest in a particular industry but are not familiar with the community’s website. This tactic is an effective way to find and reach users that your website would not capture otherwise.
How does this work exactly?
Search retargeting via programmatic display works through a customized list of keywords or phrases that are searched for in Bing and Yahoo’s search engines, respectively. This customized list (or audience) is applied across Yahoo and Bing’s network of websites and ads are displayed and retargeted to all users who search for these words or phrases. This benefits senior living marketing teams the following ways:
Bidding is cost-effective: Programmatic advertising is priced by the number of impressions, using CPM (cost per thousand). To simplify, advertisers purchase one ad unit at a fixed cost which doesn’t fluctuate whether a display ad is clicked on one time or one hundred times.
Keep in mind, the cost is dependent on the number of impressions an advertiser wants. With search retargeting, advertisers pay for the amount of layers in an audience. The narrower the audience, the more expensive it is to serve an ad to them.
An effective mid-funnel tactic: Tapping into a previously untapped audience is a powerful way to introduce a community’s service lines. These users have already expressed interest in senior living by being included in the customized keyword list.
By targeting users across multiple websites, your community is creating an opportunity to engage with a serious audience. Over time, search retargeting nurtures leads and allows providers to target users who are actively shopping community’s and searching for options. Once a user clicks on an ad and visits a senior living community’s website, if that user does not convert on that initial visit, they can be added to a broader search retargeting list.
Google’s housing, employment and credit restrictions give senior living providers an opportunity to layer in multiple channels to engage with prospective residents. Search retargeting is one of several effective tactics senior living community’s can implement.
In subsequent blog posts, the Linkmedia360 Senior Living Marketing Team will provide context around additional programmatic display tactics that make up today’s multifaceted programmatic advertising strategies to educate teams on the numerous options available. Until then, contact our team with any questions about Google’s HEC policy, or to learn how we can help your community maximize its lead potential with its paid campaigns.