Background
We had just started working together as COVID-19 hit. This left us with a very restricted budget to work with – making way for an interesting case study.
Treatment Focus
With a limited budget, we chose to focus purely on Invisalign as otherwise the budget would be spread too thinly.
Objectives
This dentist quickly adapted to virtual consultations and so our objective was then to book as many Invisalign virtual consults given a tight budget.
37
New Invisalign Leads
12.90
Cost per New Enquiry
24
Conversion Rate
When your budget is limited, you have to be extremely selective with the keywords you target. We began by shutting off 80% of the keywords and lowering our cost per click bids on the others.
80% Less Keywords
As you reduce budget, you reduce the amount of keywords you target and are left with those 20% of keywords that give you 80% of the conversions – otherwise known as the Pareto Principle.
Strong Ad Scent
We made sure that there was a strong continuity from the advert and landing page to the booking system to limit drop offs in conversions.
Capped Bid Strategy
We set a Target CPA strategy and gave Google a low max CPC threshold that can be used at any one time – this enabled us to get the best value for our budget.
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