CINCINNATI CHILDREN'S PAID SEARCH 2010-2011

dy Cincinnati Children's PAID SEARCH 2010 - 2011 Cincinnati Children's has utilized paid search marketing to successfully promote 12 of its programs over the past 2+ years. CAMPAIGNS Which campaigns have shown the best overall performance? MOST IMPRESSIONS MOST CLICKS FORM CONVERSIONS BY CAMPAIGN BEST PERFORMING AD COPY TERMS 471,850 9,152 Renowned AIRWAY RECONSTRUCTION Experts... 46 BRACHIAL PLEXUS FETAL CARE CENTER LOWEST AVERAGE CPC HIGHEST AVERAGE CTR $1.04 3.73% Specialized Care & Treatment... 42 BRACHIAL PLEXUS ESOPHAGEAL SURGERY EARLY ONSET SCOLIOSIS MOST FORM CONVERSIONS LOWEST COST PER CONVERSION $211 Expert Specialists & Surgeons... 24 EPILEPSY 42 OPEN AIRWAY RECONSTRUCTION HAND CENTER 13 FETAL CARE CENTER 13 HAND CENTER HIGHEST IMPRESSION SHARE HIGHEST CONVERSION RATE ACHD 65% .84% CARDIOMYOPATHY ESOPHAGEAL SURGERY (new) SCOLIOSIS (new) BARIATRIC SURGERY Leading Experts/Care/ Treatment... 5 ESOPHAGEAL SURGERY HAND CENTER IBD CANCER CENTER * Some data is dependent on the duration of the campaign PEOPLE What do we know about our paid search audience? OPERATING SYSTEM USE PAID SEARCH TRAFFIC BY STATE Mobile Paid search traffic increased 60% in 2011 BROWSER USE As expected, the most populous states delivered the most vists. Massachusetts and Pennsylvania were also among the top states delivering visits as a percentage of population. Paid search traffic used Internet Explorer 8% less and Safari 12% more in 2011 than in 2010 CLICKS CONVERSIONS CLICKS & CONVERSIONS BY DAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY 27 26 25 8,381 8,361 8,184 22 7,997 7,344 15 6,057 5,712 Tuesday & Wednesday enjoyed the most clicks and highest click-through rate but low conversion rates Thursday was the best day for conversions Weekends, despite having the lowest traffic, earned higher conversion rates than business days AVERAGE TIME TO CONVERSION DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7 1.8 Days 3.5 Days 1.8 Days Paid search users who eventually request an appointment search Google for 1.8 days and see a CCHMC ad 4 times before clicking. They then spend roughly 3.5 days, presumably doing research, before returning to the CCHMC landing page. It's not for another 1.8 days that they return once again to the CCHMC landing page to complete a form to request an appointment or more information. COMPETITORS How much is the competition spending on paid seach every month? $3K+ $10K $12K $13K $21K $500 $750 Dr. Nath Texas BPI Cincinnati Children's Seattle Children's Nationwide Children's Children's Hospital of Philadelphia Children's Hospital of Boston © 2012 Barefoot Proximity ProximitySearchWork.com BAREFOOT proximity