Urology PC – New Doc Campaign

by | Feb 25, 2020

As you know, we love a challenge at Transformation Marketing, so this campaign was a very fun and exciting one for us.

First off, Urology PC had never spent money on advertising prior, so it took a little while for them to warm up to the idea of jumping right into the online world. However, when they needed to announce their two new doctors they knew marketing was going to be necessary in order to spread the word. So, the first challenge of ensuring their first paid campaign went well was quickly accepted by the Bean Team.

Once we began the campaign, we realized that because of the nature of some of their services (and some of the content that already existed on their website when we began working with them), we were going to run into a few compliance issues with Google’s ad rules. We had to get a little creative with how we promoted their practice, but of course, we hit these challenges head-on, making some needed tweaks to the campaign as we went.

This garnered great success:

Google Search Campaign: in the first month saw 6.78k impressions and 100 website click-throughs
Facebook Video Campaign: in the first month saw 8.7k impressions, with 25 clicks to the website
YouTube Video Campaign: in the first month was viewed 24.3k times, with a total of 69.5k impressions and 128 clicks through to the website

While the campaign was driven to get the word out about the new doctors, the actual rate at which we received new traffic to the site was a great added bonus. In fact, the campaign went so well that they are no longer hesitant, but actually excited about marketing and are continuing to work with us on their online marketing for a great March Madness campaign!

The “March Madness” vasectomy campaign (video and search) ran from January 25, 2020, through February 28, 2020. The target audience was men and women between the ages of 35 and 54 in southeast Nebraska. What a fun campaign this was to create and market!!!

The target audience for this campaign was narrowed down significantly from the previous campaign, targeting men and women between the ages of 35 and 54 only. The video ad ran on both Facebook and YouTube, and a concurrent “vasectomy” search campaign ran on Google as well.

 

 

Search – Google Search text ads

Target Audience – Men and women, age 35-54

Impressions – 1,446

Clicks (to website) – 147

Click-Thru Rate (CTR) – 10.17%

Average Cost Per Click – $1.83

Top search topics – vasectomy, vasectomy Lincoln Nebraska, vasectomy doctor near me, vasectomy cost Lincoln Nebraska

Facebook – 6-second video ad, running independently as well as in-stream

Target Audience – Men and women, age 35-54

Impressions – 32,240

Video Views – 18,974

Clicks (to website) – 129

YouTube – Running as skippable in-stream ad

Target Audience – Men and women, age 35-54

Impressions – 61,400

Views – 30,100

Clicks (to website) – 130

Average Cost Per View – $0.02

Ads appeared on mobile devices, tablets, computers, and TV screens

Between the Search, YouTube, and Facebook campaigns there were a total of 406 clicks through to the website.

The Search campaign netted roughly 1/3rd of the total clicks, yielding a final click-thru-rate (CTR) of 10.17% which is phenomenal for this type of hyper-targeted campaign. For reference, the average CTR for health/medical Search ads in 2019 was 3.82%.

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