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DR. Richardson

Ophthalmologist, Eye Surgeon in California. Dr. Richardson offers Glaucoma and Cataract treating services and surgeries in California. He accepts clients from overseas. Dr. Richardson has been a client of Upmedio for many years.


Project Results
4x

Traffic

3x

Cost Per Conversions

19x

Conversions

The Challenge

Usually people who are in need of cataract services tend to be older and are non-digital friendly. That’s why it’s much harder to reach those people via digital channels and understand their digital behavior.
Before doctor appointments people tend to have a lot of research either via word of mouth or from magazines or field related websites, so it is very important to appear on search results at every possible step even when they are only looking to deepen their knowledge.

Hurdles and Obstacles

  • Limited monthly budget 
  • Understand the audience’s digital behavior

Strategy & Solution

In order to appear on every possible step when searching for Glaucoma/Cataract we created many types of campaigns, testing, and ad creative to increase our chances to appear on every search result. We tested several campaigns objectives for brand awareness & reach, lead generation. We also ran campaigns without goals so we wouldn’t overlook any relevant audiences.


We created thousands of keyword variations to fully cover search intent. After targeting the audiences to the webpage we launched a remarketing campaign for “warm” audience who recently expressed their interest in the services provided by Dr. Richardson. We also added second tier conversions to allow us to have to form a broader warm audience.

We did not only reduced the audience to California residents but also broadened it to several additional locations, because we understood that patients are willing and eager to travel long distances to undergo operations with a successful result.

After running several a/b tests we understood our customer’s digital behavior and how to communicate with them. We stopped running brand awareness campaigns and optimized only on high quality leads by which we significantly decreased cost per conversion and were able to generate more leads. We also understood which demographics are better for business purposes and which keywords should we focus on.

After running several a/b tests we understood our customer’s digital behavior and how to communicate with them. We stopped running brand awareness campaigns and optimized only on high quality leads by which we significantly decreased cost per conversion and were able to generate more leads. We also understood which demographics are better for business purposes and which keywords should we focus on. 

Ad examples:

Results

So after a 5 month period we 19 times increased conversions case

Increase in number of Conversions (Screenshot from Google ads)

Decrease of cost/conversion while conversions are increasing (Screenshot from Google ads)

Increase in Traffic (Screenshot from Google Analytics)

Increase in conversions (Screenshot from Google Analytics)