Boosting Appointments and Brand Awareness for NJ Urgent Care through Optimized PPC and Targeted Display Campaigns
The Challenge
A New Jersey based, multi-location urgent care clinic initially managed their Search/Pay Per Click (PPC) campaign in house but were unhappy with the results and wasted budget. They sought an experienced marketing partner to efficiently manage their investment and improve the number of appointments booked. The client also expressed concern about a competing facility opening a new location just down the street from one of their top performing clinics.
Goals
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Increase booked appointments made online and by phone
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Improve brand awareness of one clinic location
Solutions
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SEM/PPC
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Targeted Digital Display
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Mobile Geo-Targeting
The Strategy
After an analysis of the client’s in-house PPC effort, our strategists identified several areas in need of refinement within the campaign structure. These changes, along with establishing clear KPIs, would allow for more robust reporting and campaign optimizations towards improving ROI.
Upon taking over the campaign, our team immediately fixed a problem with online appointment clicks not tracking, implemented a dynamic budget by location, and identified and removed non-converting keywords. The improved campaign structure helped identify successes by clinic location; searches for general urgent care vs services such as testing and flu shots; “branded” searches vs those for “urgent care”, and specific vs indistinct geo ad text.
To strengthen brand awareness around one clinic facing new competition, we also launched a targeted display campaign both on NJ.com and on the extended reach network using mobile Geo-Targeting to reach potential patients within a 5-mile radius of the office.
The Results
Increased Impression Share up to
+35%
+40%
Booked Appointments
70%
of Calls from PPC Campaign
+21%
Boost in Web Traffic from Targeted Display
Achieved Cost-Per-Ad (CPA) Savings of up to
