Get paying clients through Google.
One of the great features you can achieve by advertising on Google is you can effectively measure your advertising.
Case study: How this business is paying less that $5 for a customer. (Not lead)
The deal breaker: This does not happen over night and does require some work. Who cares right? You will get an endless stream of customers. The below took three months to get to this stage.
When we took over the google marketing for this health practice they were already doing google ads. These are the steps we took:
Step 1: We inserted code so we could start to get data to actually see what was working. Before this it was just guess work and assumptions. Now we could measure what “words” were leading into conversions.
Step 2: The clinic were advertising 24 hours 7 days a week. However they were an after hours clinic, so we tested and measured which hours the majority of conversions were happening. We narrowed it down to a 8 hour period during the week and a 6 hour period on weekends. We now only show the ads during the these hours, instantly reducing wasteful spend.
Step 3: Words that are not targeted. This is one of the biggest mistakes we see. If your ads are showing for non converting “words” it is money down the drain. We reduced the number of key words from over 120 to 32. We are now targeting the exact customer we want.
Step 4: Location based. We tried different areas to see where our customers were coming from. Anywhere from 5 kms to 35 kms away. The results showed that our target area was a radius of 12 kms to maximise returns.
Step 5: Quality score on keywords. Google measures how relevant the search is compared to your website. The better your quality score the cheaper you pay per click. Changes we made included changes to the website and changes to the ads we produced.
Step 6: Changes to the google ad text. You need to be careful in the health field on what you write in your ads. But we just made sure we were different from all the other ads.
Below is a screen shot of the actual results over 7 days.
- Column “Campaign” We have 4 campaigns which include: Sundays, Saturday, Monday to Friday and public holidays.
- Column “Budget” is how much is spent per day. Now we have this data we are going to increase this budget to $68 a day.
- Column “Status” is google letting us know that we are missing out on clicks as our budget is getting used before the end of time we have allowed.
- Column “Clicks” is how many clicks each campaign is getting for the week.
- Column “Average Cost Per Click” shows what we are paying on average for someone clicking on our ad.
- Column “Cost/conv” shows that for each time someone is converting (that is booking in for an appointment) is costing $4.52.
Does your current advertising give you a return on investment?
You maybe thinking that this won’t work for you business? We have worked with 100’s of businesses and we will be the first to let you know if it does not.
Does it sound to complicated? That’s ok. I don’t have the experience to do what you do. It’s just knowledge and experience.
Does it sound expensive? Compared to radio, T.V., Newspaper etc our experience shows that it is 1/3 of the cost if not more and 500% more targeted and effective.
Dont want to get involved in a contract? We don’t do contracts. We don’t need to as this works.
Please contact us if you would like to find out more.
Click here to contact us via our web form or email Ben info@aussieclick.com.au or call us on 1300 932 450.
Happy Searching