Pay Per Click in Google Adwords
Case Study
Addiction Treatment Center
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[/device]Project Background
The most significant challenge with this company’s PPC campaign derives from how the campaigns themselves are structured and organized (i.e. number of campaigns and ad groups) as well as the keyword match types, selecting the right destination URLs, and having the right content to point users to once they clicked on the ad. The company has 30+ treatment RW (Recovery Work) and MAT (Medication-Assisted Treatment) centers around the US. Their AdWords account needed a complete rebuild for each location within a 30-mile radius, complete with targeted campaigns and ad groups, precision changes to the keyword match types and geographic targeting, as well as new enticing A/B split tested ad copy for each ad group.
Details
Industry: Addiction Treatment
Date: Jan 1, 2016 – Dec 31, 2016
Service Provided: Google Adwords
Recognized leader in comprehensive substance use services. A full continuum of quality care includes detoxification for residential and outpatient clients as well as transitional living programs. Their treat the individual’s physical, emotional, spiritual, and psychological well-being.
How We Helped
As always, our team began by getting to know the business industry and familiarizing ourselves with its overall online marketing for each location. Having clearly identified what addiction treatment wanted to achieve from paid search, we built a strategy to deliver Recover Work (RW) and Medication Assisted Treatment (MAT) for local centers. Campaign targets and KPIs, which included boosting conversion rate and lowering clicks amount.
Creating our own industry research process and in-house technologies, our team identified gaps in current strategies, diversified targeted keywords and increased ad relevance to push phone calls for all locations through the roof.
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Search Only Campaign
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Call Only Campaign
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Display Campaign
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Remarketing Campaign
The Results
Since beginning work with Addiction Treatment Center, our paid search strategy has seen a progress in desired metrics:
The google adwords campaign in 2016 received less click than in 2015 to be exactly for 35% less, but our team did a great job in increasing conversion rate by 131% from previous 2015. The company goal was achieved in lead quality and phone calls for local treatment centers who providing recovery work and medication assisted treatment. Generally, local responses had a 220% ROI, over previous year campaign at 60%. With highs averaging between 5-12% CTR’s for search only and call only campaigns
- Decrease in Conversions -25%
- Increase in Phone Calls – 77%
- Increase in Conversion Rate – 131%
Client's location
Burlington County, New Jersey
Time limit
12 Month
Goal
New Leads and Clients
