Acquire new patients.
Search ads and ad extensions such as ‘Podiatrist Team’ and ‘Testimonials’ were launched. These ads will be shown when people search for keywords related to East Coast Podiatrist’s business. Clicking on the ad will lead to a dedicated landing page with call-to-actions that include a WhatsApp button. A dedicated landing page leads to a higher possibility of conversion as there are lesser distractions on the page.
Display ads leave a stronger impression as they consist of images. Clicking on the ad will lead to a dedicated landing page with call-to-actions that include a WhatsApp button. Over the years, display ads have evolved into an intent-based solution where relevant display ads will be shown to potential customers who has searched for terms related to East Coast Podiatry via machine learning. This increases the possibility of meeting conversion-based objectives.
Google Ads matches various headlines and descriptions keyed in with the most relevant combination, obtained via machine learning algorithm, that will be shown to each potential customers who are searching for keywords related to East Coast Podiatry’s business. Responsive search ads help to improve the campaign’s performance by adapting the ad’s content to more closely match potential customer’s search terrms.
A TrueView in-stream ad was ran on YouTube. The ad will run before a video is played and viewers can skip the ad after 5 seconds. This approach ensures that advertisers pay for viewers who are truly interested in the video as they will not be charged when the video ad is skipped before 30 seconds. There is a call-to-action on the video and clicking on it will lead to a dedicated landing page. A companion banner was also set up to enhance brand awareness and encourage viewers to click on the call-to-action button.
A WhatsApp button was tagged to the landing page of the search and display ads in order to record the number of WhatsApp leads generated from the campaign. This solution was recommended as we notice an upward trend of potential customers who prefer to make enquiries via WhatsApp.
From April to September 2019, Google search contributed to a 31% increase in new patients. Out of the total number of new patients acquired during this period, more than 50% were obtained from Google search.
New patients acquired from Google search
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Founder & CEO
East Coast Podiatry Clinic