Maximizing Budget in a Competitive Medical Vertical

Overview

A family dental practice wanted to increase awareness of its services and recruit new patients, particularly families with children. My approach was simple, utilize Addressable Geo-Fencing technology and other programmatic tactics to more precisely reach its target audience and track physical conversions to it's office.

Solution

Together, we developed a comprehensive strategy of Addressable Geo-Fencing, Search Retargeting, Keyword Contextual targeting, Site Retargeting, and Category Contextual targeting. Using up-to-date consumer data and their current patient list, we curated a custom audience of households within the same metro as the dental office that featured parents who had children between the ages of four and 18. The Simpli.fi system identified the exact shape and size of each property and automatically drew target fences around the addresses to target users at the household-level. We implemented a Conversion Zone around the dental practice’s location to track the number of parents who received an ad and later visited the office in person. With quick learning from the campaign’s launch, we made changes to the keyword recency setting by lowering the retargeting window from two weeks to just one week, thereby ensuring that the campaign reached relevant users in a timely manner.

Results

So far, the campaign has generated 588 visits to the dental office and 72 lead form submission on their website, amounting to a Cost per action of just $0.99. It’s also produced a Geo-Conversion Lift of 107%. This represents the surge in incremental visits that the campaign has generated from the targeted households to the dental office. Additionally, the campaign has achieved a CTR of 0.15%, exceeding the industry’s average CTR of 0.10%. With several months remaining in the flight, we will continue to optimize the campaign to further improve its results.

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