How a comprehensive digital advertising plan worked for our eyecare client.
Understanding where consumers are in their decision journey is key in knowing what marketing tactics to use. Find out how a digital media plan can work for you by reading about a recent plan we formulated for an eyecare client. This comprehensive digital advertising plan used a variety of tactics to drive brand awareness, consideration and conversion to drive new patients and revenue fo our client.
Our eyecare client was up against a behemoth competitor. This competitor had more locations, was spending much more on advertising, and had been in the market much longer than our client.
Drive brand awareness so that our client would be in consumer’s consideration set when it was time to choose an eyecare provider. With the ultimate goal of driving new appointment leads … which would lead to new patients.
Our solution was to create a full-funnel digital strategy. This client’s budget wasn’t large enough to consistently fund broadcast media. So, we had to find a way to put their brand in front of consumers without radio or television. We chose to use YouTube and the Google Display Network.
YouTube and the Google Display Network are great for awareness as they offer an abundance of targeting features. By employing these features, we were confident the ads would reach our desired target audience. These networks also allowed us to incorporate video into the plan. Video is an important part of the plan as it can clearly communicate a story. It allows businesses to convey emotions and answer the essential ‘whys’ surrounding the marketing of products and services. Additionally, Google prioritizes YouTube video results on the search engine results page (SERP) over that of competitors like Facebook Watch.
Along with video on YouTube, we also chose to use the Google Display Network. With images and copy these ads are provide support for reinforcing the brand message, as well as driving a high frequency of ad exposure.
Once we felt that we had brand awareness covered in the plan our focus turned to consideration and conversion. Essentially, how could we get consumers to put our client in their consideration set? And then ultimately choose them to be their eyecare provider? We knew paid search advertising, also known as pay-per-click (PPC), would work well for both objectives. PPC is successful at driving consideration by serving ads to users searching relevant keyword phrases. These search phases indicate that the people searching are in-market, for eyecare (think: eyecare provider near me or where to get contact lenses). At this stage, consumers typically have not decided where to purchase the product or service. They are still researching options and recommendations they’ve received from friends.
When people search for a brand by name it indicates that the brand is in their consideration bucket. Ensuring your paid search ads show up when users search for brand specific terms puts your website link front and center. Paid search is an effective tool at converting users due to it’s ability to identify when a brand is in someone’s consideration set and serving appropriate ads. By using paid search we were able to drive people directly to the scheduling page so they could make an appointment.
We also used remarketing, also known as retargeting. For those who visited the website, but did not schedule an appointment we continued to serve them online ads. These ads communicated relevant information and a call-to-action that encouraged user to revisited the website and (hopefully) schedule an appointment. In general, retargeting ads are highly effective, as people who see retargeted ads are 70% more likely to convert. For this client, people remained in the retargeting pool for 14 days, or until they scheduled an appointment.
Since people need to see their eye doctor annually, we continued to stay in front of customers by creating entertaining and useful content. This content was used via social media and email communications. It is easy to neglect this phase, but they best way t
ABOUT OUR CLIENT
Performance Eyecare, an independently owned eye care provider serving the St. Louis Metro, Illinois Metro East, and Columbia, MO., areas with nine locations. They focus on customer service and prioritize this above all else, as shown through their unconditional guarantee. They also prioritize using the latest technology to ensure exams are painless, thorough, and precise. By using the most advanced technology they do not require eye dilation or uncomfortable air puffs.
Contact Afflecto for Paid Search Assistance
If your paid search isn’t working for you, have our team take a look. We will do a full assessment and suggest optimizations that you can take to your current agency, or have us implement. As a Google Certified Partner we have expertise in all Google Ad products and how to make them work best for our clients. Contact us today!