Summary

In this episode, Jerry Vinci and Jen Davis discuss understanding search intent and how it is crucial for senior living providers to tailor their advertising campaigns. They highlight the importance of using keywords that indicate a strong intent to find a senior living community, such as 'find senior living near me' or 'move-in special'. They also explore how family dynamics influence the search and decision-making process, as adult children may search differently from seniors and have different preferences. They emphasize the need for aligning ad messaging with website content to create a seamless user experience. Additionally, they discuss effective content strategies for different types of search intent, such as using a cost calculator for cost-based searches and targeting long-tail keywords for more specific and higher quality leads. The principal themes of the conversation are: 1) Using long-tail keywords in paid search for senior living communities, 2) The importance of local targeting in paid search, 3) Optimizing landing pages for long-tail keywords, 4) The impact of mobile search on senior living options, and 5) Creating compelling local ad copy.

Takeaways

• Understanding search intent is crucial for senior living providers to tailor their advertising campaigns effectively.


• Keywords that indicate a strong intent to find a senior living community, such as 'find senior living near me' or 'move-in special', are important to target.


• Family dynamics play a role in the search and decision-making process, as adult children may have different preferences and search behavior compared to seniors.


• Aligning ad messaging with website content is essential to create a seamless user experience and avoid disconnects.


• Effective content strategies include using a cost calculator for cost-based searches and targeting long-tail keywords for more specific and higher quality leads. Long-tail keywords are important in paid search for senior living communities, including cost-based, amenity-related, and condition-based keywords.


• Optimizing landing pages for long-tail keywords can be done through bulleted lists, using synonyms, and including the major city or suburb in the content.


• Local targeting is critical in paid search for senior living communities, with a focus on 'in my area' or 'near me' searches, as well as specific city or neighborhood searches.


• Mobile search behavior has shifted, and it's important to ensure visibility on mobile devices by using mobile device bidding and optimizing ad copy for mobile.


• Creating compelling local ad copy involves including the city or major city in the ad, emphasizing location in the landing page, and using relevant images.

Chapters

00:00 Understanding Search Intent and Tailoring Advertising Campaigns

06:39 The Impact of Family Dynamics on Search and Decision-Making

10:14 Addressing the Needs of Older Adults and Their Families with Paid Search

13:35 Alignment of Website Content with Ad Messaging

15:57 Effective Content Strategies that Align with Search Intent

18:20 The Efficacy of Long-Tail Keywords in Search Marketing

24:34 Local Targeting and Visibility for Senior Living Communities

28:24 Optimizing and Reaping the Benefits of Ad Extensions

33:04 The Rise of Mobile Search and User Behavior

38:28 Jen's Best Advice For Creating Local Ad Copy