AORN
Services we provide:
- Digital strategy
- Website data tracking & analysis
- Website design & development
- Progress Sitefinity implementation
About AORN
AORN is the Association of periOperative Registered Nurses, a community that started in 1949 in order to share best practices for operating room nurses. AORN is celebrating 75 years of being the largest family of organizations dedicated to supporting nurses and surgical teams with over 44,000 members nationwide. AORN shares information with its members through their digital assets, including the website. AORN came to the experts at SilverTech wanting a new digital member experience across all the AORN websites.
The Process
SilverTech’s strategy team reviewed the most current data from AORN and provided recommendations for enhancing components of all the websites for optimized data accuracy and clean data collection going forward. With this project, SilverTech met the challenge of moving seven websites from Sitecore to Sitefinity. Progress Sitefinity was the newly chosen platform for its ease of use, rich functionality and fully customizable features. This project required a design of seven unique styles and brands, creating widgets and content types that would accommodate their content needs for each of the seven entities. This includes the Outpatient Surgery magazine which had more than 12,000 articles. Other challenges with this project included the incorporation of ad space throughout the sites, SSO and member login functionality, custom search, scripted content migration and more.
RESULTS
Google Ad Campaigns Are Changing
By: Lindsay Moura | 9/27/23
Technology is always changing and evolving. Google will be making some changes to their ad campaigns. Starting in October 2023, Discovery campaigns in your Google Ads account will automatically be updated to Demand Gen campaigns.
What You Need to Know
Google will automatically transfer your Discovery campaign settings, budget, and performance stats to Demand Gen. The functionality in Demand Gen will be identical or comparable to the functionality you are used to. Once your campaigns have been updated you will receive a notification from Google in your ad account.
New Benefits of Demand Gen Campaigns
While Demand Gen will have all the benefits you are used to, there are many new and improved features for more robust campaign management and more optimal results. Here are the benefits you will get from these new Demand Gen campaigns:
- Expand the impact of your ads by reaching up to 3 billion active users.
- Personalized ad messaging that tells the right story to the right audience.
- Leverage the power of AI (Artificial Intelligence) by measuring the full impact of your campaigns and making real-time data-driven optimizations to convert users, bid more efficiently, and optimize the traffic coming to your website.
Understanding the Types of Google Campaigns
With so many campaign-type options and the constant changes from Google, it can be tough to know which to leverage and when. For example, this new Demand Gen format may sound similar to Performance Max, but they have some key differences. Demand Gen is precisely that, with the goal of creating awareness and demand for your product or service whereas Performance Max is meant for lead generation and conversion. Here's a breakdown of the key campaign types:
| Search | Performance Max | Demand Gen | |
| Use To: | Maximize performance across Google Search | Maximize performance across all of Google’s channels and surfaces | Generate demand and deliver business results on Google’s most visual, entertaining surfaces |
| Bidding Strategy: |
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For more information on Performance Max and examples of how they have been used successfully, check out this blog post.
If you need help with the right Google advertising strategy, contact our digital marketing experts today.
Categories:
Marketing