Location
This dental practice is located in Richmond, London. Competition is vast and costs tend to be a little higher here. This makes it more and more important to manage the account effectively.
Treatment Focus
The principal chose to focus mainly on Invisalign for this campaign. Again, a competitive treatment that has not only dentists going after keywords but online aligner companies too.
Objectives
The first port of call was to clean up an account left in a bit of a mess by a previous ‘marketer’. Following this, we would aim to bring in new, highly qualified Invisalign patients for the practice via Google Ads.
81
New Invisalign Enquiries
22.51
Cost per New Enquiry
14.75
Landing Page Conversion
With so much competition both online and around London, we focused on bidding on very granular keywords, making our ads exceptionally relevant and crafting our landing pages to capitalise on the weaknesses in the competitions copywriting.
Granular Keyword Targeting
Focusing on very granular keywords enabled us to bid on only those terms that were highly valuable to us. Not only this, but we were able to craft the ad text and landing pages to be incredibly relevant.
Competitor Driven Landing Pages
We looked at what the main competition were writing on their landing pages and in their ad text. We then ensured ours pulled on the things they lacked, making us the preferred option.
Ad Group Sculpting
Ad group sculpting enabled us to ensure that Google served the exact ads we wanted to our searchers. This was integral due to the high amount of keywords up for grabs in the Invisalign niche.
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