Our highly-analytical approach helped Gardner & Jones Orthodontics become one of the top Invisalign providers in the United States.
In June 2013, Dr. Gardner achieved Invisalign Super Elite status, placing him in the top 1% of Invisalign providers nationwide.
The Game Plan
Dr. Gardner asked us to focus primarily on his Invisalign services, while still generating patients for general orthodontic treatments.
To improve the overall efficiency of our campaigns, we placed a great emphasis on driving more Invisalign patients at the lowest possible CPA. This meant keeping a close eye on all parts of the campaigns; from keyword lists, all the way to conversion optimization.
Like with all of our clients, our plan for Dr. Gardner included the creation of detailed monthly reports. We wanted to show exactly how many new patients were being driven through PPC and display advertising.
Optimized Keyword Lists
Every day, people use dozens of different search terms to search for orthodontic treatments in their area. To account for these variations, we created robust keyword lists that encompassed the most common phrases people were using. Over time, we removed under-performing keywords and increased bids for our most successful ones.
Frequent Ad Copy Tests
Once our ads appeared to prospective patients, we wanted to find the right combination of ad text and calls-to-action that would best convince them to click. We tested variations of each of our ads on a weekly basis, ultimately learning which combinations were most successful. As we gave more impressions to our more successful ads, overall conversion rates began to rise.
More so than some of our general dentistry clients, Gardner Orthodontics offers several unique service lines. In order to reach people searching for each service, we created specific, highly-targeted campaigns. We developed strategies for Invisalign, braces, general orthodontics, and more. In doing so, we were able to quickly adapt to changes in each campaign.
In Their Own Words…
Gardner & Jones Orthodontics, Richmond, VA
Let Us Work For You
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