Increasing the immediate efficiency of performance campaigns to scale into the future.
My FootDr is Australia’s largest podiatry group, with over 97 clinics nationally. Every clinic is equipped with state-of-the-art podiatry equipment and they take a sophisticated approach to deliver world-class podiatry care.
My FootDr partnered with us in September 2019 to enhance its lead generation strategy and improve the immediate efficiency of their performance campaigns. The vision was to then be able to scale up in the near future while maintaining ROI.
The existing structure of their Google Ads account was resulting in a high cost per conversion and reporting was skewed. Branded searches were being swept up in non-brand search campaigns and maximise conversions bidding was driving up costs under the existing structure. We needed to implement a granular account structure so that we could closely align our strategy with local demand, serviceability at the franchise level, profitability, and budgets.
We began to lay the foundations for a scalable and integrated digital strategy. After implementing a granular campaign structure and tight geo-targeting, we had far better control over bidding strategies and budget allocation. Considering that each clinic has a state-of-the-art service offering, there was a huge opportunity to target location and service-based searches. A clinic service matrix was created so that we were only bidding on searches for available services. We also leveraged dynamic landing pages and distinct URLs, which My FootDr designed to create a unique landing page experience for each user searching for a specific service in their area. This considerably improved ad relevance and click through rates.
Decrease in Cost-Per-Click
Increase in Click-Through-Rate
Decrease in Cost-Per-Lead
Our new clinic campaigns drove immediate performance efficiencies for My FootDr from March 16 to June 2, 2020. Lead volume and cost-per-lead improved across their network. Now, as My FootDr’s strategy evolves and matures, we will be helping to layer in customer data and lead quality signals that will enable us to improve cost-per-acquisition and unlock greater lifetime value from their clients.
In addition to servicing a multi-location account; digital advertising in the health space brings its own trials and tribulations. We found experience and expertise with our Account Manager, Sofie, who took each of these challenges in her stride. Since partnering with Alpha Digital, we’ve been able to remain nimble and compliant throughout the ever-evolving progression of our account. I can’t recommend them highly enough.