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Vera Clinic partnered with the Absolute Digital Media team as they were looking for a full-service agency who could improve their digital visibility and generate new online sales and leads through a range of paid and organic marketing techniques. We devised an integrated campaign consisting of SEO, Digital PR and PPC for a higher ROI through using SEO data to reduce PPC expenditures and further establish where and how to use our chosen keywords, and by building SEO ranking and consumer trust. Our PPC objectives were as follows:
Vera Clinic operate in a highly competitive industry, meaning that we needed to make sure that our campaign would generate early success to provide a base for the campaign as we continued to develop it overtime. We conducted keyword and competitor research to create an effective campaign structure for each language, which was then further targeted by country.
To support our approach, we applied a smart bidding strategy across all the campaigns, utilising responsive search ads and providing the required signals to the machine learning such as that of the different audiences. This came as part of our new landing page creation that had been optimised for conversions.
- We built a bespoke report using Google Data Studio to be able to closely monitor positive and negative leads generated by country. This would allow us to effectively expand our targeting, creating ads relevant to those within that country based on what’s trending and treatment preference.
- With a number of Google Ads campaigns running at any time, it was imperative that we were able to track and monitor each one. We created bespoke campaign naming conversions and labels to support us in managing the activity.
- As well as ensuring that we were able to effectively track and monitor each individual campaign, we needed to make sure we were able to accurately report on its performance do. Within Google Data Studio, we highlighted our campaign activity and trend line data to enable us to easily feedback on what was performing well and what could be performing better and why. This enabled us to quickly make changes to the campaign based on what was seemingly more relevant throughout different times of the year to get ahead of the competition.
Number of conversions increased from 400 leads per month, to 1.3k during the brands high season, resulting in a total increase of 225%.
Reach (impressions) increased from 145k per month, to 485k+ equating to a total increase of 234%.
CPL of 125 TL, while the target was 150 TL and we had a 216% increase in budget
78% increase in CTR
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