The client featured in this case study is a specialized medical clinic offering spine pain treatment solutions to pain patients in their immediate local area.
With the client was successfully running their AdWords campaign for years upon approaching them, the client was not nearly getting enough response from their campaign to keep them fully booked as needed.
Guaranteed PPC had approached the medical facility upon noticing their campaign was setup un-ideally, informing them that our agency could significantly increase their patient lead flow in 60 days’ time by quickly fixing key issues with their campaign, and achieve those increased patient bookings with no money up front to build trust, credibility, and establish a long term relationship between the parties.
Upon being offered the guarantee, the client countered our initial offer by indicating they needed a 30% increase in patient bookings in the 60 days’ time frame in order to further engage with us.
Based upon what Guaranteed PPC already knew about their campaign, we had quickly agreed to the terms presented and began planning the campaign.
It was revealed during the initial client interview that the client’s best leads were the ones who already knew what they needed before contacted them, namely either medical surgical solutions or pain management injections, despite it being an actual ‘by request’ service.
Keyword Targeting Was Very Generic In Nature When We Started, Much Like Their Competitors
To garner more of these specific patient types, their current in-house PPC manager at the time had tried to optimize their AdWords campaign for more of what the owner wanted here by using the dynamic keyword insertion feature available in AdWords, to provide each searcher with a more customized ad experience that would more closely resemble what they were originally searching for and typed into Google.
While the client’s ad manager was on the right track trying to offer their potential patients a more customized ad experience, they failed to do it in a way that was predictable for the user.
The first part of our strategy involved finding the complete comprehensive list of procedures and treatment names to be able to target all of their eligible searcher types on an individual basis.
We had filtered out any search types which were either not specifically relevant to a declaration of pain or specific to a treatment type…
With the keyword research phase completed, Guaranteed PPC immediately went to work pairing up the client’s newly written ads with each patient’s future predicted search behavior as planned.
Data here was inserted into an ad ‘matrix’ to quickly show the client how this would work after the new account relaunch we were about to do for them, and to get an approval from the client before we would relaunch.
By setting up the clients new account in such a through manner, we were able to successfully maximize all relevant click throughs for the client and therefore patient demand from their immediate local area, not just as what was required to reach their very lofty booking goal.
Each landing page and ad’s destination URL’s headline was also customized to mirror what the each of over 100 unique ads that had been created on behalf of the client:
Pro Tip: Tools that offer to automatically insert a user’s search phrase into the landing page they arrive on will generally not offer the advertiser increased rate of conversion as advertised as much as a manual headline keyword insertion would for the same reasons DKI style ads will fail, namely, a lack of control of how these headlines appear for the user.
What DKI Headlines Also Too Often Do
To ensure each ad would be shown to each intended patient,
Guaranteed PPC layered on all necessary negative keywords on top of each of the client’s new ad groups establishment to properly section off each new adgroup and enable the precise level of ad targeting that was intended with the new account setup.
Leads proven to be ‘revenue generating’ were also assigned a unique transaction value by the phone operator and secretary handling the leads.
When each lead was scored, Guaranteed PPC had uploaded this same conversion data back onto AdWords on their behalf of their client to populate opportunity and revenue data there.
Re-import of offline conversion data back to Adwords allowed us to both:
Not only did the clients cost per conversion come down significantly after engaging with us introducing the items prescribed in this case study, each new lead coming in now converted at a much higher rate than before which had been voiced by the client as “a tremendous success”.
To continue increasing their response, Guaranteed PPC had suggested using secondary PPC traffic sources as the next step in getting an every larger slice of the local market.
Similar to the client reviewed in this particular case study, most installations of DKI are simply not that effective in boosting campaign performance as shown by our other prior client data.
The exception to this rule exists when use cases to be targeted wind up being in the in the thousands. If you do have thousands of use cases to target, ask us how we can help you do it using custom scripts which can make you’re ads look custom, and on scale to greatly increase click through rates.