Objective
To streamline marketing activities, increase awareness of the customers' services, and last but not least, increase the demand of new clients, especially for dental implant procedures and aesthetic dentistry.
Challenges:
First of all, we evaluated the state of the customer's marketing activities at the time and identified key shortcomings:
- Low awareness and visibility online - The customer had previously not addressed SEO, which resulted in their website not appearing at the top of search results. It was quite difficult to find them on Google.
- Outdated web design - Their website was not optimized nor did have a modern design that would attract visitors. It was not responsive which means it did not adjust to the dimensions of various devices such as mobile phones or desktop computers.
- Ineffective Google Ads campaigns - Although the customer has been running Google advertisements, resetting and optimizing the campaigns was necessary.
- Poor communication on social media - There was a lack of systematic and effective strategies on social media to support interaction with existing and potential patients.
Our solution
We developed a comprehensive marketing strategy that included:
- optimization of the website for search engines (SEO),
- website redesign within a modern and responsive framework,
- setting up and optimizing Google Ads campaigns,
- developing a strategy for social media (Facebook and Instagram).
Key success factors
- We conducted a thorough analysis of the customer's needs and target audience.
- We created engaging and informative content that appeals to potential clients and builds trust in the clinic.
- We optimized the website for search engines to appear at the top of search results.
- We set up and optimized Google Ads campaigns that target relevant users.
- We actively manage social media profiles to build community and interact with followers.
Results
- The number of clicks on our customer's website increased by 105% since the beginning of our collaboration.
- The increase in organic traffic is 227% higher since the beginning of our collaboration.
- We achieved over 2,200,000 impressions and over 159,000 ad interactions across the advertising platforms of both Google and Facebook.
- The number of Facebook fans achieved 4,478.
- There are 85 positive reviews from gratified patients on Facebook and Google to date.
Google Ads
In 2023, compared to the previous year (2022), we achieved a 27% increase in conversions. We came to this result by analyzing and implementing new conversion actions on our customer's website, which enabled the Google algorithm to better identify target users for the automated bidding strategies used. This approach allowed us to target and optimize advertising campaigns more effectively, which significantly improved their overall performance.
By engaging campaigns optimized for local actions, we achieved over 1,260,000 ad impressions and 4,442 clicks in the last 6 months, while keeping the budget for these campaigns under €500.
We also deployed video campaigns. The goal was to build brand awareness in the region of operation of our customer. The video ad had 191,000 impressions while maintaining a budget of under €700.
In search campaigns, compared to the competition, we maintained a leading position with the share of ad impressions in the upper parts of Google search exceeding 80%.
The most searched phrase throughout the year 2023 was "zirconium teeth" for which we had a click-through rate of nearly 20%.
1,26 mil.
display advertising
4 442
click
> 500€
campaign budget
Overall, in the campaigns, we achieved and gained more than 159,000 interactions with the advertisement.
Website performance and SEO
The outcome of our analysis indicates an improvement in the online performance of the dental clinic. The traffic on the customer's website has improved significantly across all devices.
We also see an increase in the values of both domain authority and page authority, indicating an increased credibility and relevancy of the customer's website. The improved structure of internal and external links has strengthened the overall SEO of the website. Similarly, the number of views of the client's website has increased as well.
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Social media
On Facebook and Instagram, we began regular communication back in 2020.
We mainly showcase the dental clinic's services, share their blog articles, compare before-and-after results of procedures (teeth before and after treatment), and feature patient reviews. To date, the clinic has 4,478 followers on Facebook and 774 on Instagram.
The clinic's target audience is active on Facebook, that's why we boost posts on this social media with a budget of approximately €25 per post.
The younger audience on Instagram, on the other hand, means prospects for the future. In 2023, we reached out to nearly 95,000 people on Facebook. Regarding the engagement, we made it to more than 3,000 interactions (likes, comments, clicks...). The number of fans had grown significantly in December, as we regularly held Facebook contests designed to increase followers and reach.
On Facebook, we always have several comments under the posts and dozens of likes and shares from satisfied patients. People write positive reviews about the clinic, which nurses their reputation as top professionals.
We can confidently say that we are achieving our goals on social media since the key success factor on every one of them is to build a solid community that would interact with your posts.
Graphs
This case study itself is a shining example of how marketing can bring noticeable results.
Thanks to our collaboration, the dental clinic has achieved a significant increase in the number of clients and strengthened its position in the market. Are you looking for a reliable partner for the digital marketing of your dental clinic? Feel free to contact us!