While Ackerman had successfully driven traffic to the site, they felt that there was opportunity to more precisely target users based on their motivations and better serve their patients. Many of the keywords appeared to be too broad, driving volume, but also capturing less relevant search terms. Plus, negative keywords weren’t being sufficiently leveraged, which may have resulted in Ackerman purchasing traffic that didn’t fully match the criteria they wanted.
The Power of Agile Marketing
To address some of these challenges, Ackerman Cancer Center entered an Agile Marketing relationship with Station Four. While we continue to advise and work with Ackerman on a wide range of projects, our first effort was to refine the paid search campaign and improve its overall performance. We began the process by examining the performance of the current campaign and identifying both bright spots and opportunities for improvement. We then conducted additional keyword research to see where we could compete, and where we needed to modify our approach.
Armed with this research, we set about optimizing the campaign. Conversion metrics had been improperly established, so that was our first task. We then went through each set of keywords, placed them into very narrowly defined ad groups, and modified the match type to either phrase or exact match, so that each ad closely aligned with the search terms, and directed to an appropriate landing page. Within about a month, the clickthrough rate began to climb, and quality scores shot up, with over 20 keywords achieving a perfect 10/10 QS. We were showing as impressions for over 97% of all eligible searches, ensuring we were getting in front of our target audience as early in their search journey as possible.
Since then, we’ve continuously optimized the account, adding new ad groups, split testing ad copy, and adding new negative keywords to keep things tightly focused. We’ve managed to increase the total number of clicks by 161%, improve the clickthrough rate by 151%, and reduce cost per click by 24% overall. Average ad position jumped from 3.1 to 2.4. We’ve even enhanced phone calls, improving clicks-to-call by 78%, and the click-to-call CTR by 27%. In order to achieve the same results at their old levels of performance, Ackerman would have had to spend an additional $7,381.26.