Client: Doc2Doc Lending
Industry: Finance, Healthcare
Industry: Finance, Healthcare
Introduction
Doc2Doc Lending provides financial loans exclusively for doctors and physicians. They sought to dramatically increase funded loans by 50% in Q1 2024 compared to Q4 2023, while maintaining a stringent cost per funded loan (CPFL) of under $600. Targeting the niche market of doctors and physicians, we crafted a precision-based paid search strategy.
How We Achieved Success
01
Challenge
We took over this account after an initial audit detected multiple issues such as a lackluster negative keyword list, misaligned conversion tracking, generic landing pages, ineffective ad copy, and an unorganized campaign structure, which all hindered initial performance.
02
Approach
To overcome these obstacles, we implemented a systematic approach to address each issue. By establishing a robust negative keyword list, accurately tracking desired conversions, creating targeted landing pages segmented by campaign type, optimizing ad copy for high relevance, and restructuring campaigns for improved efficiency, we were able to significantly enhance campaign performance.
“Working with an agency like ATRA on our paid search campaign has been an amazing experience. Their data-driven approach and strategic execution helped us achieve a massive increase in funded loans at an impressive cost per acquisition”
Arianna Howe
Director of Marketing, Doc2Doc Lending
03
Solution
Our strategy centered on the following:
- Laser-focused targeting: Removing broad terms and ensuring every keyword contained “physician” or “doctor” maximized relevance towards our niche target audience of healthcare professionals and limited poor search queries
- Compelling, targeted ad copy: We emphasized key benefits, competitive interest rates, and tailored loan solutions to resonate with busy healthcare professionals.
- Improved campaign structure: Layered audiences, segmented campaigns by loan type, and building ad copy and landing pages to speak exactly to their query allowed us to improve quality of the search experience.
- Meticulous analysis & optimizations: We identified high-performing keywords and aggressively optimized bids and ad groups accordingly.
- Robust negative keyword strategy: Constant mining for poor queries and preserving budget for high-intent searches.
The outcome of our paid search campaign exceeded all expectations:
%
Increase in funded loans
%
Reduction in cost per funded loan
%
Increase in total funded loan amount
