Search Engine Marketing (SEM)
Overview:
Kids Dental Brands implements a comprehensive digital marketing strategy including 45 ad accounts, 150+ active Google campaigns, and 20-30 active social media campaigns. New sources are continually evaluated.
Challenge:
Revamp the existing pay-per-click strategy to boost acquisition of new patients while lowering the cost-per-acquisition to $60 USD.
Solution:
Implement responsive search ads, constructing STAG and SKAG models, and phasing out expanded text ads.
Optimize campaigns by testing various keywords, bidding tactics, and ad copy through A/B testing.
Avoid unwanted clicks by creating a comprehensive list of negative keywords.
Expand reach by initiating display campaigns when venturing into new markets.
Maximize conversion potential by launching landing pages optimized for high conversion rates.
Results:
Boasting a whopping 120% growth in impressions, clicks, and conversions, 2022 was a year of balancing growth and optimization. My efforts paid off with a 34% improvement in cost per conversion, as it plummeted by almost $30, while conversation rates saw a steady rise quarter over quarter.
