Client: American Vision Parnters
Industry: Healthcare (Vision) Management Services
Industry: Healthcare (Vision) Management Services
Introduction
American Vision Partners, a management services company for multiple vision centers (50+ locations), needed help in scaling their lead volume.
How We Achieved Success
01
Challenge
American Vision Partner (AVP) set out with a clear objective: to efficiently increase the volume of leads for their primary services, namely ophthalmology, LASIK, and cataract surgery. However, AVP faced a significant challenge as their cost per lead was elevated due to difficulties with Quality Scores. Complicating matters further, with over 50 locations, several in close proximity within the Phoenix-metro area, AVP needed a strategic approach to mitigate competition and prevent cannibalization resulting from overlapping geo-targeting.
02
Approach
Analyzing American Vision Partner's (AVP) account structure, Quality Score, and local strategy, our approach focused on a strategy to enhance the search experience for local searchers. To address the rising cost per lead, we diagnosed Quality Score weaknesses, allowing us to strategically lower the cost per click for high-converting, high-volume keywords. This strategy aimed to optimize AVP's online presence and tackle challenges associated with lead cost and Quality Scores.
03
Solution
In order to elevate American Vision Partner's online advertising performance, our comprehensive approach encompassed a series of targeted strategies and optimizations.
- Implemented Single Keyword Ad Group (SKAG) structure for improved ad relevance.
- Key to success with American Vision Partners; campaigns built and optimized with local focus.
- City, State, Neighborhood Keyword Targeting
- Zip Code & Bullseye Radius Geo-Targeting
- Location Ad Extensions
- Geo-Specific Ad Copy
- Used unique ad copy for each keyword, improving the ad experience through A/B testing, increasing CTR by 39%.
- Utilized Google Ads scripts to track Account-level Quality score; within 5 months, increased by 50%, cutting cost per click by 33%.
This created the following results:
