Brief

Lucas from Dentistry Plus already had a decent AdWords campaign set up from his Melbourne-based AdWords provider, but wanted to bring on someone who is locally based and who understands Perth’s suburbs, their presence of competing dentists and as well as their economic differences and suitability for search targeting.

Solution

Utilising the existing data in the account, a new Doyle Digital style campaign structure was implemented to take things to the next level with meticulous attention to detail given to each practice, their surrounding suburbs and how they were to be targeted.

Ensuring that the phone calls and website forms were being properly attributed to the AdWords campaign was crucial to having eyes on where the profitable sectors of the campaign.

It didn’t take long to realise that there was a mobile traffic was dominating desktop devices for conversion data, so the campaign was structured to show large preference to mobile devices without wiping out Dentistry Plus’ search presence on desktops. Because some suburbs still drove healthy conversions through desktop traffic, the account was restructured to allow mobile device bias to vary greatly throughout the account.

Adverts were constructed to provide as much transparency to the user as possible and discouraging clicks from non-genuine traffic. This advert for the keyword Dentist Craigie, for example, attempts to capitalise on hyper-local search queries whilst clearly communicating the nearest Dentistry Plus clinic is in fact in Joondalup.