HQ Dental generate growth through PPC campaign

The Objective

HQ Dental are of the leading providers of cosmetic dentistry services in Yorkshire. Based in Leeds, West Yorkshire and established over 25 years ago, they are an award winning practice who manufacture their dental products in-house through the HQ Dental laboratory.

Having recently lost their marketing manager, HQ Dental approached Northern Media in 2016 initially to help maintain and manage their website. However, due to the age of the website and the platform it was built it, implementing the desired changes was proving a challenge. A quick decision was made to redevelop the website, which went live in April 2018.

Estimating that the new website might take six months to fully completed, HQ Dental didn’t want to wait until the new website was launched before generating more inbound enquiries, so a decision was made to run a PPC campaign targeting specific keywords.

Specifically, HQ Dental wanted to:

  1. Grow the number of private client implant and denture orders
  2. Raise the profile of the HQ Dental name
  3. Put the HQ Dental brand in front of more prospect clients
  4. Use the leverage of existing client success stories to influence new prospective clients
  5. Reinforce HQ Dental’s main USPs and differentiators
  6. To drive more traffic to the HQ Dental website

Solutions offered

After undertaking a comprehensive keyword analysis, using Google’s keyword planner, Northern Media identified a full list of target keywords. The PPC campaign was set up targeting an area of fifteen miles from Leeds (LS1), which therefore covered Wakefield, Bradford, Wetherby and parts of Huddersfield.

Confident of their price position, price messages were used to increase the impression to click through ratio and entice searchers to visit the HQ Dental website. The ad-listing was also tagged with their Leeds address and telephone number to differentiate HQ from the national advertisers they were appearing alongside.

Initially set up on a three month trial basis monthly review meetings were then held with HQ Dental to assess the results of the campaign, in terms of traffic across each of the keywords, the enquiries received, orders placed, order value and profitability. Adjustments were made to the campaign on the basis of that data.

The Results

The PPC campaign delivers between 1,000 and 1,350 clicks per month, which in turn has delivered a significant amount of implant and denture business for HQ Dental.

As a consequence of the success of the PPC campaign, HQ Dental has also entrusted Northern Media to manage their social media and SEO campaigns.

Testimonial

“As soon as the Google Adwords campaign went live, we saw an immediate up-lift in the volume of inbound enquiries for our cosmetic dentistry services. Not only does this prove thee PPC campaign is working, but Northern Media provide us with a monthly report showing exactly where the traffic is coming from. Northern Media also reminded us that brand awareness is key to the success of any PPC campaign, which is why we have also entrusted them to manage our social media campaigns” Richard Wainright, HQ Dental

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