In today's competitive market, senior living communities need to make every dollar count. Paid media, while essential, can quickly drain budgets if not strategically executed. In this Episode 11 of The Drake Insights Podcast, we dive deep into optimizing your paid media spend with Matt Mesenger, a seasoned expert in senior living digital marketing.
Matt emphasizes the importance of viewing paid media as part of a larger, integrated marketing strategy. He highlights three key areas for maximizing ROI:
#1 - Optimize Account Structure
Campaign Segmentation: Organize Google Ads campaigns by level of care (e.g., independent living, assisted living, memory care). This ensures that ads, landing pages, and targeting are tightly aligned, delivering a more relevant and impactful user experience.
Budget Allocation: Align budgets with campaign priorities, allowing for more agile resource allocation based on evolving business needs and occupancy goals.
#2 - Leverage First-Party Data
CRM Integration: Connect your CRM data with Google Ads to provide valuable insights into lead quality and behavior.
Data-Driven Targeting: Utilize this data to identify and target highly qualified leads, improving campaign performance and ROI.
#3 - Embrace the Omnichannel Perspective
Recognize the Interplay of Channels: Understand that multiple channels (SEO, social media, direct mail, PR) work together to influence customer decisions.
Shift Focus to Overall Goals: Instead of solely focusing on individual channel performance, prioritize overall business objectives, such as increasing occupancy rates and achieving desired resident outcomes.
The Importance of Holistic Thinking
Matt emphasizes that viewing paid media in isolation can lead to misleading conclusions. By analyzing the interplay of all marketing channels and their combined impact on business goals, you can gain a more accurate understanding of your return on investment.
Key Takeaways
Account Structure: Optimize campaigns by level of care for improved targeting and budget allocation.
Leverage CRM Data: Utilize first-party data to enhance campaign targeting and improve lead quality.
Embrace the Omnichannel Perspective: Recognize the interconnectedness of all marketing channels and their collective impact on business outcomes.
Prioritize Business Goals: Focus on achieving overall business objectives, such as increasing occupancy rates, rather than solely optimizing for individual channel performance.
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