The objective was to optimize the company's Google Ad campaigns (search, display, and remarketing) to increase clinic bookings.
I restructured ad campaigns in accordance to our collected data on what therapuetic patients were looking for. This helped me keep the targeted CPL (cost-per-lead) low for best-performing webpages. I made small changes (heading's and text) to the lower-performing webpages and adjusted the ad campaigns accordingly. I also created several geo-targeted landing pages and executed a/b tests in efforts to hit the targeted CPL.
Clinic bookings increased by 69.5% month-over-month and the average CPL was CA$49 below target. These improvements were acquired by optimizing ad campaigns through a consistent workflow which included things like: re-grouping of targeted and negative keywords, ad testing, segmented remarketing ad campaigns, device landing page and ad optimization, and specific ad campaigns ad extensions.
I need similar stuff!