About Client Y

Client Y is an alternative cancer treatment center based in Scottsdale, AZ. Client Y is recognized worldwide as one of the leaders in the holistic cancer treatment industry.

Challenge

Client Y is operating in an extremely competitive industry, bidding against both alternative and conventional treatment centers. They have been experimenting with Google Ad Campaigns for a little more than 6 months. Upon evaluation, they were getting good results, however, they felt the campaigns could be tweaked and optimized to get more bang-for-the-buck. In June 2016, Client Y consulted PrimeView to help them in creating a new PPC Strategy.

How We Helped

PrimeView helped Client Y analyze the results of their previous PPC Campaigns. The following actions were done:

  • Created new Ad Campaigns to take advantage of available opportunities
  • Budget management
    • Adjusted budget to focus on stronger campaigns
  • Created new landing pages and optimized existing’ landing pages to
    • Increase the ad score
    • Increase conversion rate
  • Market Research
  • Added negative keywords which were costing them upwards of $1000+ a month in wasted clicks
  • Fine-tuned conversion tracking

Results

Key performance indicators (Jan 1 – Jun 30, 2017, vs Jul 1 – Dec 2017)

Key Performance Indicators

Average Cost-per-Click increased by 10%

Total Cost decreased by 5%

Cost per Conversion decreased by 24%

Conversions increased by 25%

Success was observed 6 months after the changes were implemented. PrimeView and Client Y were able to increase conversions by 25% while keeping the total cost stable. The average cost-per-click increased, a good indicator that we were bidding for terms with higher intent.

Current Status

PrimeView was successful in helping Client Y optimize their PPC budget, allowing them to allocate more budget into other aspects of their business. Client Y now has a new state-of-the-art medical center equipped with the latest in cancer treatment technologies.

The increase in conversions has also allowed Client Y to increase their current Google Ads budget. Thanks to their Google Ads performance, Client Y is now experimenting with other Paid Ad Platforms such as Facebook to explore new income-generating opportunities.