Our client, who wishes to remain anonymous, is an online booking platform where patients can book MRI and CT scans without a doctor’s referral.
When we took over the client’s campaigns, our task was clear - decrease cost-per-lead from current $17 to $10 or less.
The first step after the initial briefing was a thorough analysis. Our clients had an existing PPC strategy in place. However, we immediately discovered several pain points and room for improvement:
- Mobile traffic was not converting
- Keyword setup drove irrelevant traffic to the website
- Search campaigns were competing with each other and thus, lowering the quality score and increasing cost-per-clicks
Quick fix no. 1 was to shut down paid mobile traffic. This step alone was a significant help in decreasing cost-per-lead.
At first, we analyzed well-performing keywords that were driving not only relevant traffic but most importantly leads and patients for MRI clinics.
After this analysis, we built a whole new campaign structure. We made sure ads were triggered by the most relevant keywords. High priority was also increasing quality score and decreasing cost-per-clicks.
After the first weeks of gathering data, we used Excel pivot tables for ads analysis. Based on this advanced ads evaluation, we found out a pattern for improving ads performance.
Several successful experiments proved our pattern to be correct so we applied changes in all campaigns and ads.
In the short time that we have worked with this client, we have delivered the following results:
With time, on-going optimization will deliver an even higher return on investment for our client.
CEO, Digital Strategist
Tomatoes Advertising LLC 2919 Commerce St. #104, Dallas, Texas 75226