Dentistry Digital Marketing Overhaul
Welcome to a comprehensive overview of transforming a large dentistry chain's digital marketing strategy. Through meticulous analysis, strategic restructuring, and skillful execution, we confronted the challenges head-on and leveraged opportunities to enhance campaign performance and brand presence in the dental industry.
Join us as we delve into the challenges faced, strategies formulated, and impressive results achieved in this marketing success story. Our journey maps the meticulous processes required in campaign management, landing page optimization, and cost-efficient customer acquisition in the competitive space of dentistry services.
Initial Challenges Faced
Complex Campaigns
Managing over 200 individual campaigns under a single ad account presented a significant challenge due to its complexity and the requirement for a refined approach to campaign structuring
Account Hygiene
Lack of proper account hygiene, reflected in stagnant ad copies and an accumulation of irrelevant and high CPC keywords, was crippling the campaign's cost-efficiency.
Inconsistent Events
The campaign suffered from multiple conversion events being created with irregular event triggers, leading to unreliable conversion tracking.
Multiple Landing Pages to manage
The enormity of managing over 200+ promotion-tied landing pages added to the complexity and reduced overall campaign effectiveness.
Cataloging the Marketing Goals
Data-Driven Decisions
Better data clarity took precedence to enable optimized campaign performance based on concrete analytics. Enhancing account hygiene was the foundational goal.
Nomenclature Precision
Improving the campaign nomenclature to enable refined analysis and filters was fundamental for achieving a streamlined workflow.
Correct Landing Pages
Ensuring accurate alignment of landing pages to their corresponding city campaigns to avoid visitor misdirection and enhance user experience.
Strategic Splitting of Campaigns
Category Specification
Campaigns were strategically segregated into three main categories: General Dentistry, Implants, and Ortho (Aligners & Braces), leading to more targeted advertising and clearer performance metrics.
Lead Segmentation
By initiating separate lead recordings for each campaign category, we were able to precisely track and analyze the lead flow and customer interest in each dental service.
UTM Tracking
The implementation of uniform UTM parameters across campaigns enabled accurate traffic sourcing, facilitating in-depth campaign analysis and optimizing strategies.
Efficient Execution & Monitoring
1
Strategic Planning
Significant efforts were invested in strategizing before implementation, ensuring that any modifications to the expansive array of campaigns did not adversely affect performance.
2
Page Management
Our collaborative team approach resulted in the consolidation of landing pages - from 200 to 6 - dynamically updated based on UTM parameters, significantly simplifying page management.
3
Zone-Based Approach
The division of campaigns into North and South zones based on clinic locations provided essential insights for regional performance management and decision-making.
Optimizing Landing Pages
Collective Improvements
Fostering team collaboration led to a considerable enhancement in landing page experiences, focusing on user-oriented UI/UX design informed by marketing expertise.
Keyword Refinement
Removing overlapping and cannibalizing keywords streamlined campaigns, preventing internal competition and waste of ad spend.
Placement Precision
Negative placements were meticulously curated to reduce irrelevant traffic and to focus the budget on reaching the intended audience more effectively.
Impressive Campaign Outcomes
25%
CTR Boost
Click-through rates surged by a notable 25%, demonstrating enhanced ad relevancy and audience engagement.
60%
Conversions
Lead conversions experienced a remarkable 60% increase, signaling effective campaign targeting and improved lead quality.
Cost Per Clinic Visit
Cost Per Clinic Visit
Rs 600-800
Lead Calls Increase
68%
Quality Leads Tracking
93%
The strategic overhaul not only heightened the marketing performances but also drastically diminished the cost of acquiring new clients — achieving a cost-effective footfall to the clinics ranging between Rs 600-800. This judicious approach to client acquisition marked a significant milestone in the campaign's success narrative.
