Orthopedic Client Converts At Record Volume While  Increasing Search Relevance By Refining Campaign Targeting And Utilizing Keyword Research

67.68% 

Increase In Conversion Rate

8.99%

Decrease In Cost Per Conversion

49.92%

Increased Search Click-Through Rate

586.84%

Decrease In Invalid Clicks

“The doctors are happy and have all been busy enough that they have not been concerned about their workload any longer, so the Google Ads have been working!”

Fred ******, Owner - C***** Orthopedics

|    Overview‍

This client, consisting of a group of doctors with various expertise, needed orthopedic patients for any and all parts of the body (hand, wrist, shoulder, etc) with additional locations dedicated to spine, sports injuries, physical therapy, and even express after hours. In total, there were twelve distinct types of patients this client needed-- with every part of the body having its own ortho symptoms, Latin medical terms, and corresponding levels of competition. Their primary goal was to acquire as many patients as possible for each of these twelve types every month. By channeling traffic to refined campaigns and adjusting budget based on performance for various service types, we were able to optimize cost per lead along with conversion volume and click-through rate for search campaigns. 


|   Goals

  • Maintain lead volume and diversity
  • Decrease lead cost
  • Increase conversion rate
  • Make ads more relevant to searches


|   Problems

  • Original account structure from 2016 had become disorganized, not structured according to the client’s changed priorities.
  • Broad match types and loosely grouped keywords resulted in keywords being triggered in incorrect ad groups, and sometimes even in incorrect campaigns. This resulted in low click-through rate from irrelevant ads, which made the client appear unprofessional
  • High cost per patient for some lead types paired with lack of refined targeting and low monthly budget, resulting in low conversion volume

|   Strategies

  • Refine campaigns based on service type to channel search terms to the desired keywords in their appropriate ad groups and campaigns. Accomplishing this strategy can be measured through click-through rate and would be the first step necessary in improving other metrics, as all ships rise with the tide in this instance.
  • Regularly expand ads and add ad groups to increase quality score and ad relevance
  • Test enhanced cost per click and machine learning bidding strategies for lower cost-per-lead campaigns
  • Vigorously mine medical search terms for new opportunities or negative keywords

ABOUT THE CLIENT
This medical provider is a physician practice was established in the 1950's with the goal of providing in-office patient care for orthopedic injuries and ailments. With six locations throughout the region, our client has established name recognition and local community awareness. Specialized orthopedic physicians, technicians, and nursing staff give this provider the ability to offer a variety of service types and uniquely individualized treatment.


TYPE

Brick and Mortar


INDUSTRY
Medical

SERVICES RENDERED

  • PPC Management
  • Phone Tracking
  • Landing Page Creation
  • Conversion Rate Consulting

Results

Case study timeframe:  Mar 1 2018-Oct 31 2018 vs Mar 1 2019-Oct 31 2019

Before

  • Average Monthly Cost Per Conversion 
    $9.79

After

  • Average Monthly Cost Per Conversion 
    $8.91
  • Average Monthly Conversion Rate
    11.23%
  • Average Monthly Conversion Rate
    18.83%
  • Search Click Through Rate
    5.97%
  • Search Click Through Rate
    8.95%

|    Conclusion

After seven months of ad management with Doggo Digital, this hospital client was able to achieve significantly increased search click through rate and overall conversion rate. This was accomplished through our refinement of ad campaigns to target specific service types relevant to orthopedic practice, and diligent search term research for relevant keywords, which decreased this client's cost per lead while substantially increasing overall account performance.  

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