PPC
Loxley
Overview
Loxley Opticians based in Nottingham is an independently-owned optical boutique providing top-of-the-line eyecare services to its customers. Their team of highly trained optometrists and ophthalmologists use the latest technology and products to ensure that you receive the very best eye care available.
The Challenge
Loxley Opticians faced a unique challenge when it came to their Google PPC campaigns. Working with a previous provider, the opticians were unable to get the traffic they wanted and make sense of their monthly reports. As a result, they approached us to help them with an effective campaign – one that would drive quality appointments and reports that made sense.
The Results
Our team worked in tandem with Loxley Opticians to deliver an impactful result – within just two months, we had significantly improved their conversion rate by over 300% and generated far more viable leads for the company. Loxley had gone from being booked a few days in advance to a few weeks
How We Solved The Problem
Starting with a full audit of the account, we cleaned up the structure and focused targeting on terms that were likely to result in a sale. To ensure our process was conducive to improving quality score and increase relevancy between search terms, keywords, ads and landing pages, the following services were provided by Axies Digital;
Create Customer Personas
As cosmetic dentistry is generally perceived as a luxury treatment, there are specific types of people who are going to be interested in these services. Hence, it was important to start off by creating customer personas to attract high-value visitors, leads and customers, which are more likely to retain in the future. To begin, the initial segmentation is based on the following metrics:
- Age
- Income
- Relationship Status
- Job Type
After thorough research, (looking at existing contact databases, customer feedback forms, feedback from sale’s teams on the leads they’re interacting with the most), it was clear we needed to narrow down the market.
Identify Keywords And The Right Use Of Imagery
Next was to identify keywords and the right type of imagery to use for the Google Ads. By using specialist tools, such as Ahrefs and Google Keyword Planner, we were able to find the search volume per month and the expected bids to actually get shown as an ad. We also applied our understanding of customer intent for each keyword. For instance, it is a better idea to bid for “Invisalign expert near me”, which could lead to getting a booking for a consultation, than “what is Invisalign”, which might be a person only beginning to try and understand their options. By honing down on the right keywords, we’re able to better connect with the audience and show them relevant messaging to match their level of intent.
Improved Landing Pages
Before the Google ads went live, we updated the landing pages on their website to ensure these were relevant for those who engage with the ad, making visitors less likely to click away.
In order to do so, we clarified the flow of the content, starting with:
- Starting Statement: A welcoming, starting statement that tackled the main challenge that each of the landing pages is solving
- Video: Included a YouTube video to allow visitors to see the actual surgeon who deals with implants cases, explaining his approach to patient support, along with high quality additions of before and after shots of existing patients.
- CTA: Next we invite visitors to take action, which in this example is getting in touch via phone or email.
- Extra Information: if visitors want to learn more, they are able to click on to different links
- Final CTA: the visitor is encouraged to take action at the bottom of the page too
