Medical Equipment Store Client Achieves Optimal CPA While Establishing Regional Ad Presence In Time For Holiday Shopping
18.51%
Conversion Rate
$37.54
Cost Per Conversion
94
Conversion Volume
56%
Abs. Top of Page Imp. Share
“"The phone is ringing and people in the community are coming in the door after finding us ‘online’. Since we're brand new to the market and I have seen the numbers to back it up, I can say that having Doggo Digital launch these ads just in time is what we needed to launch our business.”
Fred ******, Owner - C*****l I**********e Medical Equipment
| Overview
Our mobility and medical supply company is a newly established brick and mortar business, so they were new to Google Ads as well. In order to fully kick off their grand opening month, they needed more foot traffic than their traditional advertising was bringing, so they sought to raise awareness of their recently-opened business within the community using Google Ads. Once product sales goals were established, we setup and enabled ads and corresponding landing pages in time to capture the necessary search volume for holiday shopping, sending a flood of new customers to their store.
| Goals
- Drive store traffic for storefront grand opening month
- Establish benchmark costs for a wide range of products (14+ categories)
- Capture holiday search volume
- Establish local customer base awareness
| Problems
- No audience awareness
- Product category website relevancy
- Lead conversion tracking measurement
- Client did not know which products would have demand so they didn't know which inventory to keep in stock or what price points should be
- No account history or negative keywords
| Strategies
- Front-load budget in anticipation of holiday demand
- Create local awareness through product and service based searches
- Established address interaction conversion tracking
- Create product category web pages for relevancy and optimize them for local conversion actions
- Utilize phone call data to refine product based keyword targeting
- Maintain high top of page rate is with low lost impression share due to rank low, allowing this client to be found at a high rate for relevant searches
- Thoroughly research products in all categories to determine search behaviors, keywords, and negative keywords
ABOUT THE CLIENT
This medical supply client serves their local area in a storefront location. This nurse owned and managed company provides knowledge and support to help customers and and their families maintain a comfortable and active lifestyle. Recently established, they brought a new and necessary service to the market area by offering in home installation and delivery of medical equipment, anchoring themselves as the only suppliers in the region.
TYPE
Brick and Mortar Storefront
INDUSTRY
Medical Supply
SERVICES RENDERED
- PPC Management
- Phone Tracking
- Landing Page Creation
- Conversion Rate Consulting
Results
Case study time frame: Dec. 5, 2019-Dec. 31, 2019
Outcome
| Conclusion
During their first month of management with Doggo Digital, this medical supply company was able to achieve a substantial influx of conversions in time for holiday shoppers, along with an optimal cost per conversion. This was accomplished through our product based ad strategy, allowing for local awareness of a newly established business, along with our refined focus on conversion tracking and relevancy.