A dental practice client (name withheld to protect data) had been working with a Google Partner Agency to manage their AdWords Pay-Per-Click advertising account for over a year. They had experienced some success but could tell there was room for improvement.
Their competition began advertising on AdWords in increasing volume, and our client began experiencing higher competition for general dental search phrases. Their account was becoming far too expensive and returning less on their investment.
You can see from the following graph that, prior to our management, the Cost Per Conversion was high and the number of Conversions very low. Lots of people were clicking the ads, but fewer people were converting on the site. The blue line represents the number of conversions (people who contacted the dental practice). The orange line represents the cost for each conversion.
Welby rebuilt the dental practice’s AdWords campaign from the ground up, focusing on niche terms. The account was split into meaningful campaigns that targeted specific demographics. Ad Groups were built within each campaign. And targeted ads were written for specific audiences within each group.
Measuring Success The AdWords Way
In the past 6 months, we have continued to manage the account and continued to provide value. We still work to refine and target the client’s AdWords goals. In AdWords, there are several metrics by which to measure a campaign’s success.
Ad Position – An ad’s location on the page. To be on the first page of the Google Search results, an ad must be in positions 1-8.
CTR – An ad’s clickthrough rate, or the number of times an ad is clicked on in relation to the number of times that ad is shown (remember, those are called impressions).
CPC – CPC is short for cost per click, which is the actual cost a business incurs each time a user clicks on an ad. Google rewards well-written ads that are clicked on a lot, regardless of the budget of the advertiser. The better the CTR, the lower the CPC price becomes.
Conversions – The holy grail of all metrics – Welby sees conversions as concrete, revenue generating actions. For this client, a conversion is either a phone call to the practice or someone completing a New Patient Exam form.
Cost / Conversion – If high conversions are the goal, then surely we want the cost per each conversion to be as low as possible.
“In 14 years of advertising, I’ve got to say that I’ve never seen a better way to target advertising than by using AdWords. I used to work for an ad agency that specialized in shopping malls. It was frustrating knowing that most of the people who saw our on-site ads probably weren’t interested in the products we featured. But AdWords allows you to show ads based on the type of search a person is conducting in real time. Not only do we know the person is interested, we know they are interested and seeking a product or a solution right now.
“One of the larger hurdles first-time AdWords clients seem to have is making the leap of faith that paying every time someone clicks on an ad will make sense. Traditional advertising causes you to pay for ads that are shown to people who just don’t need your product or service. With AdWords you can rest assured that you are paying for interest.”
Making A Campaign Better With Ad Groups
One of the first things we did was focus on a particular campaign for this dental client and separate their keywords into more specific, niche ad groups.
The client’s dental services are more expensive than their competitors, but by catering specifically to the practice’s ‘ideal patient’ we were able to see dramatic results. The more relevant an ad is to a user’s search, the more likely that user is to click.
When a user searches for Service Price, they will most likely click on an ad with the title Service Price. When a user searches for Specific Service, the ad featuring Service Price may not be as appealing because it isn’t exactly what the user is searching.
We took the campaigns and expanded it. By making the ads relate more to the keywords, the clickthrough rates started improving immediately and conversions followed.
Very targeted ad groups, focusing on particular aspects of this client’s services, provided a much higher CTR. As the CTR improved, Google rewarded our client by improving the CPC. Since the ads were hyper-focused to this particular niche, conversions skyrocketed.
As a Google Partner, Welby has the advantage of blending its traditional advertising know-how with this brave new age of digital search.
Interested in increasing the traffic to your website, or improving your AdWords Return On Investment (ROI)? Contact us today.