Paid Search : Case Study 2 - Digital Analyst Team
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Paid Search : Case Study 2

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Challenge

One of our agency partner clients is an Elderly Care service provider managing 300+ senior homes nationwide. While they possess a robust digital presence in 50 communities, they face challenges in 250 other communities. Their goal is to initiate Paid search campaigns within these 250 communities; however, they lack the technical proficiency to manage extensive Paid search campaigns. The agency shifted the client’s PPC campaigns to DAT in aiming to improve both the quality and quantity of leads.

Solutions

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  • Created geo-fenced campaigns targeting potential franchisees
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  • Developed region-specific campaigns based on industry-related terms for cities and states
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  • Launched a national campaign targeting non-branded industry terms
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  • Daily budget optimizations and ensuring non-converting campaign budgets remain uncapped
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  • Allocated budgets among Brand, Geo, and Non-Brand campaigns
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  • Weekly feed management to ensure accurate pricing and room availability
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  • Monitored and ensured the functioning of phone tracking pixels
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  • Conducted bi-weekly Search Query Reports (SQRs) to add geo-specific searches as negatives in non-brand campaigns
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  • Weekly performance monitoring and strategy adjustments for optimal results
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  • Forecasted and suggested month-over-month budget increases to boost lead volume while maintaining KPIs.

Benefits

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  • Overall leads increased by 245% (595 to 2,057)
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  • Overall CPL improved by 43% ($272 to $154), Client goal: $180
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  • Spend increased from $161,600 to $325,000 (April 2020 Vs May 2022)
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  • Net achievement: Overall budget increased to $800K/Mo at a CPL of $130 to $140