Monash IVF has been a leading force in assisted reproductive technologies since the 70’s and offers the complete range of fertility treatments. All their services are delivered in a professional and caring environment by a team of specialists, scientists, nurses and counsellors who are all leaders in their field.
– Double lead volumes
– Reduce CPA
– Introduce a funnel based acquisition process
– Test different digital strategies
–and ad platforms to establish
–the effect on overall performance
– Introduce more advanced reporting to
–understand the value of each touch point
Monash IVF came to Alpha Digital after a new Monash Marketing Manager discovered their AdWords was dormant. In addition to this, a primary concern was account transparency, with brand and generic search term campaigns being mixed together.
The secondary concern was the lack of records as to what had been trialled and tested in the past. There was no documentation of any digital strategies employed in the past, we could only see what was in the account and history.
Hyper granular structure – Matching user intent with scientifically worded specific ad text for every stage of the year long (on average) decision pathway
Long term funnel – Develop a year long funnel based conversion strategy, using all available tools to target users with different levels of intent, throughout their year of research
Knowledge Sharing – Complement search with strategies on other platforms & channels at specific stages of the user journey to progress visitors through the funnel seamlessly
Landing Page Testing – Changing and split testing landing pages across the account to find the perfect landing design page for each stage of the journey
Branding Experimentation – Exhaustive testing of display advertising and client side monitoring and analysis of offline enquiries to gain accurate insights GA could not provide
Remarketing Restrictions – An alternative strategy to remarketing restrictions placed on medical advertising was achieved with 3rd parties
Decrease in CPA
Increase in Leads
Conversion Rate up from 2%
We segmented Monash IVF’s Google Ads account from the outset. As a result, we were able to apply our data-driven approach to test and optimise every campaign. A fine-tuned sales funnel and refined keyword targeting allowed us to identify buyer triggers and sales trends that otherwise would have been missed. The insights and budget efficiencies have been key drivers of Monash IVF’s ongoing growth.