Associations

American Medical Informatics Association

Making search and measurement more useful for AMIA

Engagement
2024 to Present
Platform
Drupal and Fonteva/Salesforce
The AMIA website homepage, showing membership and informatics programs

Visit amia.org

The Brief

AMIA serves professionals and students working across medical informatics, health data, education, research, and policy. Its website supports several different decisions. Someone may be looking for a course, an event, a credential, a publication, a working group, or a reason to join.

The challenge was not simply getting people to the site. It was understanding what people came for and what they did next. The site spans Drupal and a separate Fonteva/Salesforce experience, so connecting a search to a registration or a membership action meant the campaigns, the landing pages, and the measurement had to work together.

What We Changed

  1. Defined Meaningful Outcomes

    We reviewed what Google Analytics and Tag Manager were recording, and worked with AMIA to identify the actions that represented meaningful engagement. That gave campaign management and monthly reporting something more useful to work toward than pageviews alone.

  2. Consolidated the Site's Preferred URL

    We found duplicate access between the www and non-www versions of the site, and worked with AMIA's IT team to establish one preferred address and redirect the other. That gave search engines one consistent version of each page to follow.

  3. Organized Campaigns Around AMIA's Priorities

    We reorganized the account around AMIA's areas of work, including Education and Events, Membership, Careers and Certifications, and Public Policy. Each campaign had a clearer landing-page path and sitelinks that supported that part of the site.

  4. Reviewed Performance as a Connected System

    We review the account monthly alongside the site and the tracking, so the three are read together. That helps separate a real performance change from a measurement problem, including a site change that removed the Analytics tag.

How the Pieces Connect

Search, landing pages, tracking, and Google Ad Grants management often sit in different parts of an organization. The work became more useful when those pieces were reviewed together.

Google Ads Strategy

Grant-funded search is not set-and-forget work. Campaigns stay matched to AMIA's priorities, and get reviewed against both what the audience does and what the program requires.

Campaign Structure

Campaigns follow AMIA's areas of work, so performance can be read by program instead of only at the level of the account.

Technical SEO and Landing Pages

Search intent has clearer paths into the pages that answer the question, and those pages carry whatever the visitor does next.

Measurement

Analytics and Tag Manager connect the Drupal and Fonteva/Salesforce experience, so what someone does after the click can be measured more completely.

The Work in Context

The Homepage Serves Several Different Decisions

The AMIA homepage, showing a membership promotion, a row of tabs for AMIA Now, the 2026 Symposium, Meetups and Amplify, and a Featured Programs carousel of courses and conferences
AMIA's homepage introduces membership, programs, events, and publications. It is an important front door, but not every search should lead there.

Education and Events Needed a Clearer Search Path

The AMIA Education and Events section, listing the Amplify Informatics Conference, the Annual Symposium, and an Education Catalog of virtual courses and review courses
Education campaigns can lead people directly to the catalog, the conferences, and related programs. That makes both the landing page and the resulting activity easier to understand.

Membership Answers a Different Question

The AMIA membership section, describing individual membership alongside academic forum, corporate, and health system membership options
Someone comparing membership options is making a different decision from someone looking for a course. Separating those paths made the landing pages and the reporting more useful.

What Became Easier

Search Became Easier to Manage

Paid and grant-funded campaigns support clearer paths into AMIA's education, membership, career, and policy content.

Performance Became Easier to Understand

Campaigns and conversions can be read against AMIA's areas of work instead of against one undifferentiated account.

Ongoing Review Became Part of the Work

Monthly review brings campaign performance, tracking, landing pages, and Ad Grants requirements into the same conversation, which helps the account stay aligned with what the program asks for.

Project Details

Services

Platform and Tools

  • Google Ads
  • Google Ad Grants
  • GA4
  • Google Tag Manager
  • Drupal
  • Fonteva on Salesforce

Related Work

Have a Google Ad Grant but no clear way to manage it?

A grant is useful when it reaches the right people, sends them to a page that answers the search, and helps you understand what they did next. We connect campaign strategy, landing pages, technical SEO, tracking, and reporting so the account supports better decisions.

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