Dental Practice Case Study
DENTAL PRACTICE CASE STUDY
PPC Case Study for a Local Dental Practice
In September of 2019, a local dental office approached our agency with a common challenge. They were using a provider to manage their Pay Per Click ads, but not seeing the benefit or ROI they were promised. After an in-depth on-site and off-site site audit, we determined there were several reasons their ads were not performing as expected.
Poor conversion rate month over month
Irrelevant keyword traffic
Poor ad copy
After putting together a comprehensive analysis showing some of the current campaign’s shortfalls, we noticed four key areas of opportunity:
Overall poor-quality score due poor keyword selection and bid management
Improper campaign segmentation and proactive optimization
Poor ad copy leading to a lack of overall engagement
Once contracted, we completely revamped the campaign, modifying the keyword targeting, ad copy, and targeted PPC ads to consumers who were geographically more likely to benefit from the client’s services. We created specific landing pages with customized content and forms designed to engage search traffic and increase conversions. We started testing new ads with various headlines and descriptions, showing early on a significant increase in the click through rate and decrease in the cost per conversion.
Within 4 months, conversions increased from an average of 3 per month to 37. The cost per conversion was reduced from $397.41 to $39.43, and the conversion rate soared from 2.46% to over 15%.