Step 1 – Watch Overview Video
In this Video:
- Goals
- Campaign restructure
- Landing page optimization and creative
- Display retargeting
- Banner creative
- Results
- Call tracking
Campaign Activities
- Took over paid search channel on May 1st
- Implemented accurate campaign tracking and reporting
- Did a performance benchmark
- Tightened geo-targeting
- Launched new campaign structure
- Launched new landing pages
- Launched a Google Display Network campaign with retargeting
- Implemented campaign level call tracking
Campaign Restructure and Expansion
- Expanded keywords from 678 unique terms to 10,834 unique terms
- Increased unique ad groups from 48 to 223
- Applied surgical geo-targeting with all ads within 20 miles of a center
- Re-wrote ad copy
Google Ads
Landing Pages: After (enhanced new ones)
Conversion Path
- Enter zip code to find a center
- Select a center
- Fill out form to convert
- Land on engagement / thank you page
Display via Retargeting
Hand Selected sites in Network
New Banners: Consistent Calls to Action
Campaign Results (Form Completes)
Added Call Tracking to Tell The Whole Story!
