Summary

In this conversation, Jerry Vinci and Jen Davis discuss the technical aspects of paid search campaigns in the senior living industry. They cover topics such as budget allocation, targeting, lead quality, and measuring ROI. They emphasize the importance of understanding the unique needs and preferences of the senior living audience and tailoring advertising campaigns accordingly. They also highlight the shift in the industry from a health-centric focus to a lifestyle-centric focus, and the need to reposition senior living communities as vibrant and engaging places to live. Overall, the conversation provides valuable insights for senior living marketing and sales professionals.

They also cover topics such as analyzing year-over-year data, budget pacing, the importance of lead quality, and the use of responsive ads. They compare the advantages of using Google and Bing for advertising and highlight the benefits of testing new strategies. The conversation concludes with a reminder that successful lead generation requires a combination of effective advertising and a strong community and sales team.

Takeaways

• Understanding the technical aspects of managing a paid search campaign is crucial for success in the senior living industry.
• Budget allocation should consider the location of the facility, targeting preferences, and the target audience.
• Lead quality and conversion rates are important metrics to track and measure the success of paid search campaigns.
• The shift in the senior living industry from a health-centric focus to a lifestyle-centric focus requires repositioning and tailored advertising strategies.
• Paid search campaigns can provide quick wins and fill the lead pipeline while SEO efforts catch up.
• Monitoring click-through rates, impressions, clicks, and leads on a regular basis helps optimize ad spend and campaign performance. Analyzing year-over-year data can provide valuable insights for budget pacing and identifying trends in lead generation.
• Lead quality is crucial in paid search campaigns, and it's important to understand where leads are coming from and adjust strategies accordingly.
• Responsive ads allow for more flexibility and customization in ad copy, helping to resonate with both older adults and their families.
• Both Google and Bing have their advantages, and it's worth testing campaigns on both platforms to maximize reach and results.
• Testing new strategies and analyzing results is key to optimizing paid search campaigns and identifying what works best for each community.
• Successful lead generation requires a combination of effective advertising and a strong community and sales team.

Chapters

00:00 Introduction and Overview

02:40 How Jen Got Started in Paid Search Marketing

07:07 The Shift to Lifestyle-Centric Marketing

08:29 Budget Allocation and Targeting

15:38 Understanding Search Intent and Location

19:17 Tracking ROI of Paid Search Marketing

25:20 Monitoring Metrics for Campaign Effectiveness

31:43 Optimizing Budget and Automation Tools for Paid Search

35:28 Creating Effective Responsive Ads for Senior Living

43:37 The Differences Between Google and Bing for Senior Living Campaigns

49:34 Additional Features and Functionalities to Consider in Google and Bing

51:36 Testing Strategies and Analyzing Lead Quality and Conversion Rates

53:32 Understanding How People Search and Adjusting Ad Copy