About the Client
Paid advertising can seem like an intimidating avenue for marketing, but it is a huge part of a healthy digital advertising strategy. Organic traffic is important, but paid ads bring in roughly 50% more conversion. And, about 63% of online users have reported that they would click on a paid ad to find what they are looking for.
The Challenge
Dr. Soo’s cosmetic surgery practice had always done relatively well, but he was missing out on a lot of customers potential. His practice was running paid advertising campaigns but they had an extremely low conversion rate. And unfortunately, much of the money that was being poured into the campaigns was going to waste. PPC has a potential RO of $3 for every $1 spent , or a 300% ROI when correctly implemented and managed. Dr. SOO was way below this and knew that if he could not find a way to make PPC work for his practice, he would be losing a lot of business to competing cosmetic surgery practices.
Solution
When Dr. Soo turned to us to help him grow his practices visibility in paid searches, we sat down with him to look at what was going on. After running an in-depth analysis on his Google Adwords campaigns, it became apparent that the ads that were displayed were not being used to their full potential. The language in the ads tended to be irrevelant ad unngaging , causing users to skip past his promotions and click on a competitor’s instead. We crafted ad copy that drew customers in and targeted the audience that Dr. Soo’s practice was catering to; then we directed those ads to landing pages with useful information and enticing CTAs.
Results
After implementing this strategy for writing advertising copy and setting up new landing pages. Dr. Soo’s practice saw a huge spike in conversions. His conversion rate rose from 0.002% up to 1.9%. In addition, both impressions and clicks also improved, putting Dr. Soo’s practice infront of even more visitors and leading to a higher conversion rate overall. He also watched his total ROI from PPC increase to $2 for every $1 spent, when previously he had actually been losing money running his ad campaign.