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By OppGenetix

4/18 – This Week In Digital Advertising

{4/18} This Week In Digital Advertising 

  1. Exploring YouTube Advertising Offerings: YouTube is the second largest search engine on the web and processes more than 3 billion searches a month. With the expansion of YouTube TV and other platforms it can be difficult to know which advertising option to select. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube. If you have never run ads on YouTube before it could be a good time to try and reach your potential customers in a different way. Let’s get into the different types of ads that are available to run. The first is Display Ads appear to the right of the feature video, and above the video suggestions list. Overlay Ads are semi-transparent overlays which appear on the lower portion of the video a user is watching. Skippable video ads allow viewers to skip ads after 5 seconds. Bumper Ads are non-skippable video ads of up to 6 seconds in length. Non-skippable video ads must be watched to completion before the desired video can be viewed. Finally, sponsored cards display content that may be relevant to the viewers’ video, such as products featured in the video. If you would like additional information and stats read more at social media today. 
  2. Facebook Launches New Safety Controls: The social media giant has been under pressure to update their brand safety policies and they have followed suite. Over the next few weeks, Facebook has announced that they will be updated ad filters for advertisers. This is an effort to give advertisers better access to where brand ads are placed and address safety concerns. Advertisers will now be able to choose from these three options:
    • Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
    • Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
    • Full inventory selects minimal protection and ads may be delivered to all eligible content.

           If you are an advertiser and want to learn more visit Facebook’s blog announcement.

medical marketing blog

By OppGenetix

3/28 – This Week In…Medical Advertising

{3/28} This Week In…Medical Advertising 

  1. 37% of Mobile Traffic Worldwide comes from YouTube: YouTube is beating the competition when it comes to mobile. 37% of all mobile traffic from around the world comes from YouTube. Users are looking for short and concise content on mobile devices. Longer shows and movies work better on a desktop or television screen. The next closest competitor is Facebook with 8.4%. YouTube is a great platform for showing ads to potential leads. Similar to a pay-per-click campaign, video ads can be targeted to a specific location you choose. Video marketing can help build your brand identity. Of course, any content released should be HIPPA compliant. This is only one piece of the puzzle of your overall healthcare marketing strategy. YouTube and website SEO and help your clinic digital platforms gain more users. 70 percent of watch time on YouTube is driven by YouTube’s own recommendations. Staying on top of YouTube SEO can help your video content into targeted areas. Contact our team today for a free digital assessment to learn how we can evaluate your current online efforts and deliver actionable recommendations. 
  2. How to Drive Traffic using Instagram Bio: You’ve seen the copy before such as “click the link in the bio” and the link takes you to a website or article. Instagram is a great platform to help drive traffic to your website. Make sure your bio copy is working hard to drive your followers to click that link. Use this section to help promote other pages of your website and helpful documentation for potential new patients. They are searching and seeking answers so including a link to your blog could be a great way to get new website traffic. If you’re looking to add new patients it can also be helpful to include a link to patient forms or direct information about your clinic. By just sending users to your homepage they might never convert or fill out forms. As part of your social strategy you can include content that will grab the attention of the end-user and instruct them to click the link to either a patient follow up form or something else that aligns with your business goals. By partnering with an agency such as OppGenetix, we can help you navigate the world of digital marketing. We work with hundreds of specialized clinics to build ad campaigns to help gain new patient leads.  

By OppGenetix

2/22 – This Week In…Medical Advertising

{2/22} This Week In…Medical Advertising 

  1. Google trends for 2019 – This year will bring new capabilities with ads on YouTube. Those running TrueView ads will now have capability of 15-second non-skippable video ads. Google Display ads will see updates to the bid strategy. In text ads, responsive search will take up more space and give advertisers more real estate on mobile devices. Read the entire article here.
  2. Why Advertise on YouTube? – YouTube is often forgotten about when it comes to search-engine-optimization. Roughly 4 billion hours are watched a month on the platform. So why not start targeting your videos and promoting your business in a different way? Read the entire article here.

By OppGenetix

2/14 – This Week In…Medical Advertising

{2/14} This Week In…Medical Advertising 

  1. Google text ads can show on YouTube search results – YouTube recently announced that Google search text ads will now be viewable on YouTube. Text ads my appear on YouTube search results pages when viewing on a mobile device. Read more about Youtube Search results here.
  2. Webinar Marketing – An effective way to improve your online reputation is with webinar marketing. To increase your brand’s credibility, try inviting prominent niche influencers to host your webinar. Read more about how to use webinar marketing to it’s fullest capabilities here.

By OppGenetix

TV Device Bidding Now Available in Google Ads for YouTube Ads

TV device type bidding and reporting now available in Google Ads for YouTube ads.

Raise your hand if you’ve cut the cord?

With the shift away from traditional cable viewing towards streamable media, advertisers must continue evaluating device performance individually. Your team simply cannot maintain a single budget, ad set, prospect journey, etc. for all devices. Each device – TV, mobile, desktop, and tablet – require their own attention.

One of the largest video content networks, YouTube, estimates users watch over 180 million hours of YouTube on TV screens every day1. As a result of this shift in viewing habits, Google has now rolled out an additional device type in Google Ads, TV screens. This new device type will allow you and your marketing team to better engage audiences viewing your ads from their TV or TV streaming device (Chromecast, for example). Moving forward, you will have access to reporting and device type bidding within the Google Ads platform.

What does this mean for your business?

Now that you have the ability to segment and track prospects interacting with your ads via TV, you should begin developing a unique digital strategy to more effectively target this audience. An important part of this strategy includes crafting a separate prospect journey based on your prospects’ TV ad viewing habits.

Leveraging the TV device reporting intelligence from Google Ads, begin reviewing your current YouTube ad creative and make any necessary changes to improve positioning for the TV audience. Are your TV streaming prospects watching your ads for a longer period of time than mobile or desktop? Where are you directing TV streaming prospects after they click your ad? Does advertising on TV screens provide a greater lift in brand awareness and ad recall? These are all questions your team should begin asking themselves now that TV ad data can be better reported and evaluated.

1Google Internal Data, Global, June 2018. Based on 7-day average for TV watchtime.

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YouTube Blog Image
4/18 – This Week In Digital Advertising
medical marketing blog
3/28 – This Week In…Medical Advertising
2/22 – This Week In…Medical Advertising
2/14 – This Week In…Medical Advertising
TV Device Bidding Now Available in Google Ads for YouTube Ads