GOOGLE ADS CASE STUDY
Hammering Leads Using Google Advertising
A Medical Clinic in New York partnered with Thor Social | Digital Marketing Agency to launch a robust marketing strategy that would attract and retain new patients in their local area.
Thor Social carefully allocated their budget to focus on local advertising and do a gradual roll-out of their PPC plan.
We allocated the majority of ad spend to local search terms and used the remainder for head terms. Then we added keywords based on their services, such as "flu shot", "vaccinations" and "physical exam."
We created campaigns for both location modified terms and general terms and kept all ads targeting the practice locations. We also added re-marketing to the account to retarget past website visitors.
We added site-link, call and location extensions in order to improve click through rates and to make it even easier for potential patients to find and contact the medical clinic during business hours.
The Google Ads Campaign began on March 1st, 2020 and is still producing amazing results. The New York City medical clinic had an Advertising Budget of $1,500 per month. Thor Social | Digital Marketing Agency was initially signed to a 3-Month Contract, but as of April 15th, 2020, the contract has been expanded to a 1-Year deal.
Prior to launching new Google Ads PPC search campaigns, there are 9 key settings our Digital Marketing Agency wants to double check to ensure the campaign is set up for success:
Initial Keyword Match Type
Initial CPC Bid
Ads & Ad Rotation
With our Google Ads Experts, we were able to create optimized Ads and position the Google Ads in front of the perfectly tailored ad group for this particular New York-based medical clinic.
The 6-week snapshot of the Google Advertising Campaign:
Impressions in 6 Weeks = 76.7K
Website Clicks in 6 Weeks = 1.69K
Phone Calls in 6 Weeks = 336
Average CPC in 6 Weeks = $0.88
Website clicks and Phone calls aren't what we at THOR SOCIAL focus on. What we focus on is new patient appointments.
From the Google Ads this medical clinic has received over 2,000 new leads. From those 2,000 leads, that has yielded 819 New Patient Appointments. Depending on your business and location the ROA and ROI of a new patient will change. What is great about the 819 New Patient Appointments, over 45% of them were for Females aged 13-34. This primary care clinic in New York received tremendous results all by implementing a targeted and optimized Google Ads Campaign.
During the first 45 days of a new Pay-Per-Click (PPC) Google Advertising Strategy, an incremental 76,700 Ad Impressions were generated digitally by Thor Social | Digital Marketing Agency. This is an increase of 56,000 Ad Impressions in the same period before we were hired.
During the first 45 days of a new Pay-Per-Click (PPC) Google Advertising Strategy, an incremental 1.69K website clicks were generated digitally by Thor Social | Digital Marketing Agency. This is an increase of 1,200 website clicks in the same period before we were hired.
During the first 45 days of a new Pay-Per-Click (PPC) Google Advertising Strategy, an incremental 336 phone call leads were generated digitally by Thor Social | Digital Marketing Agency. This is an increase of 186 phone call leads in the same period before we were hired.
The Medical Clinic was so happy with the initial results, that they extended their initial 90-day contract to an annual deal. Along with the PPC Google Advertising Contract, they have also hired our team to manage their Social Media Accounts and their SEO Campaign.
With the new patients that this clinic has captured through Google Ads, we are able to begin allocating the Marketing Budget towards other marketing services like Social Media Management, Reputation Management, and Search Engine Optimization (SEO) Services.
Thor Social | Digital Marketing Agency has been the outsourced partner of this Medical Clinic to manage their entire Marketing Services. We have been able to save the clinic marketing spend, increase their patient base, and improve their digital reputation through our service offerings.