Dental Choice
ALBERTA’S LARGEST DENTAL FRANCHISE
Dental Choice, believing in the power of digital, began pulling funds from their traditional marketing budget to focus on a ‘digital first’ strategy in late 2015. The marketing team at Dental Choice built a campaign internally and while they had some initial success with a small budget, they knew there was a lot left on the table and wanted to increase their digital footprint by turning to a professional agency.
Dental Choice asked the team at Adster to undergo an exhaustive Adwords audit to identify some opportunities, budget recommendations and a digital marketing strategy that would encompass their 15 locations throughout Alberta.
OBJECTIVES
- Properly optimize website for better landing page and quality score
- Optimize ad campaign quality score, to set the stage for a 650% increase in ad spend
- Setup proper measurement, goals and conversion tracking to measure the effectiveness of the Adwords campaigns across 15 locations throughout Alberta
- Connect, and centralize all Google products, website data and leads into SuperDASH™ Reporting Dashboard, Adster Creative’s proprietary reporting platform
- Proper use of geo targeting with no overlap between locations
WHAT WE DID
- Comprehensive negative keyword list including their competitors and first and last names
- 15 location campaigns that run on brand and geographic characteristics specific to a certain location (e.g. geo descriptor, city name, “dentist”)
- Laser targeted ad scheduling within individual campaigns, optimized around each location’s unique business hours
- Multiple location extensions for general campaigns, as well as specific location campaigns
THE RESULTS
- Improved unique entrances by over 250%
- Increased lead generation by over 350% on pure contact form submissions alone
- Overall increase of 270% in new users from paid sources
- Form submission conversion rate up 18%
- Decrease in bounce rate of over 56%
