We were approached by a dentist who had been running AdWords for some time with varying success. He had just bought a new dental practice so was trying to build up his practice from scratch.
Goals From AdWords
His goals from running AdWords was to:
- Increase the number of patients coming to his practice
- Increase brand awareness since it was a new dental practice
Before Green Arrow Took Over The Account
He was spending approximately $50 per day and was getting about 2 enquiries a month. Since the cost of each dental procedure is quite expensive, coupled with the fact that once he acquires a new patient, it usually leads to a return visit, he was reasonably happy with the long-term result of his AdWords campaign, despite it running at a loss in the short-term.
Below is a screenshot of his account before we took it over.
As you can see from what we have highlighted, he was getting a click-through-rate (CTR) of 1.22% and importantly, a cost/converted click (cost of getting a new patient) at $785.
Just to be clear, a ‘converted click’ is someone either phoning them for an appointment or submitting an online appointment request.
To many people, this may seem like a lot of money to spend on acquiring a new patient, and that is because it is. But as mentioned above, he was prepared to take a loss upfront as he knew he would make it back in the long-term.
After We Started AdWords Management
Needless to say, once we took over the AdWords management of his account, we made significant structural changes to the account and the effects were astounding.
Below is a screenshot of the entire month of May, 2014.
As you can see, he now has a CTR of 4.64% which is an increase of about 400%. But most importantly, we dramatically increased the number of patients by 1300% and equally importantly, reduced the cost/converted click to $150.
As you could probably imagine, he is one happy client!
If you are interested in talking to us about AdWords Management, click here to contact us.