Search Engine Marketing (SEM)
Overview:
Kids Dental Brands executes a comprehensive digital marketing strategy, managing over 95 active campaigns across search, display, and Performance Max, along with 25+ active social media campaigns. New channels and opportunities are consistently evaluated to enhance performance.
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:
2024 marked a year of tremendous success, with a staggering 171% growth in conversions and a 70.73% increase in clicks. My strategic approach led to a 58.99% improvement in cost per conversion, dropping from $37.06 to $15.20, significantly enhancing campaign efficiency. Conversion rates soared by 59.27%, showcasing consistent quarter-over-quarter gains, further solidifying the impact of data-driven targeting and optimization techniques.
