Office to Residential Conversion Symposium
view videoMyEyeDr.
As a result of launching a new website and brand identity, MyEyeDr. engaged our team to take their social media marketing to the next level, creating a more identifiable voice and presence in the social space to drive awareness and engagement. While our new social strategy was successful, MyEyeDr.’s new website was not: after experiencing a significant reduction in traffic to the website after relaunch, we were engaged to diagnose and correct the technical site elements, drive traffic to the new site, grow appointments booked online, and organically build site authority in conjunction with a paid search campaign.
Approach/
We developed a digital marketing strategy combining SEO tactics with paid search and paid social optimized for website traffic and ultimately conversions.
Results/
- 764%
increase web traffic YoY
- 31%
increase in booked appointments YoY
- 188%
ROI
Our combined SEO, PPC and social media approach became a powerful lead generation engine, sending users to an appointment-booking page where we could measure appointment requests and thus conversions. We were able to significantly increase organic website traffic and conversions, with our PPC approach directly driving more than $4M in revenue by reducing cost-per-acquisition by 38% for total return on investment of 188%. Based on this success, we were selected as MyEyeDr.’s agency of record to help grow MyEyeDr. from a boutique local chain to a regionally recognized brand.
Through this engagement, we managed media buying and creative production across traditional print, outdoor media and radio throughout a year marked by significant geographical expansion for the brand, with creative concepts designed to introduce MyEyeDr. in new markets and convert patients already loyal to small family practices to patrons of the new brand.
SEO Strategy/
Our SEO keyword strategy varied by type of page within the site, introducing location-specific pages on which we optimized for eye doctor and optometrist terms as well as location terms. On non-location pages, we matched a limited number of keywords to the content on each page to increase rankings for specific terms, including optimized title tags, meta description, image file names and alt tags, H tags and page copy. Keeping XML sitemaps and Robots.txt files up to date ensured that Google could easily crawl and index these pages.
Paid Search Strategy/
We took a nuanced approach with the paid search strategy, using varying tactics in different campaign stages. In emerging markets such as North Carolina and Georgia, where we had a higher cost-per-click due to the infancy of our campaign and lack of brand equity in the market, we bid for the bottom of the premium position on brand and non-branded terms, including terms such as “optometrist” and “eye care” that had historically higher conversation rates as opposed to product terms. Bidding on variations of the “MyEyeDr.” name was still important in these markets in order to push brand awareness and brand name equity while taking advantage of low costs. With the new market strategy, we also began bidding on former practice names.
In more mature markets, we focused on acquisition of new customers through non-branded terms and premium placements of ads due to lower costs-per-click. In all markets, paid search efforts were geo-targeted to specific geographic areas and in six markets we translated paid search efforts into Spanish both via display campaign and using the same keyword and geo-targeting strategy.
Paid Social Strategy/
On social, we ran post engagement and website click ads simultaneously, always geo-segmenting our efforts to deliver targeted messaging and gauge performance per market. While we used promoted posts to achieve expanded reach and engagement with content targeting existing followers and their networks, our website click campaigns promoted unique offers that drove traffic to the MyEyeDr. website and targeted users not yet following the brand.
