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Converting more costs less for market-leading envisage private dental group.
Conversion rate 3x the industry average
↑70%+ improvement in conversions
40%+ reduction in cost per conversion
Targeting the clicks
Every business collects customers in different ways. For any dental surgery, the pool of potential patients is likely to be greater the closer they are to the clinic.
So as a first step, we clearly defined ‘geo-fences’, effectively drawing a series of expanding circles around each practice and assigning higher bids to prospective patients living or working closest to the practice.
These tight geographical definitions are important for any digital marketing campaigsn that relies on local trade. After all, there’s little point winning (and paying for) a click from someone who’s never likely to visit you.
Refining the results
Reducing the potential and cost of a wasted click is essential to an effective PPC strategy. This meant not only defining the keywords and phrases the business wanted to be found for, but also defining the ones it didn’t.
For a private dental clinic, for example, there’s no point in paying for a click from someone who only wants an NHS practice.
So we created a robust negative keyword list that targeted ads only to our clients ideal prospects.
Then, by tracking the clicks through to calls and appointments made, we were able to measure the effect of our PPC campaign.