Physio Pros, a Physiotherapy clinic was in need of Paid Digital Media strategy, implementation & execution support. Physio Pros strives to help people create a better quality of life through personal well-being. Although a new business in the early stages of its growth, they are experienced physiotherapists with over a decade of experience. Their mission is to serve the Oakville community and people 20-55 years old that have private healthcare or private medical insurance (typically provided by corporations to their employees). The goal is to attract in-person appointments to their clinic where their patients can receive treatment.
Physio pros is a new chiropractor practice with no market share and fierce local competition. The other challenge is that the clinic is not open every day and therefore lacked in terms of flexibility in bookings.
Many physiotherapists use a third-party practice management software such as ‘Noterro” to handle the scheduling of appointments. The challenge here lies within the fact that some tools such as this one do not integrate directly with Google Ads rendering accurate “conversions tracking” not so straightforward.
A strong foundation
At Mk Way, we understand the value of building a strong foundation and for good PPC management, that starts with a proper account structure. Optimizing a Google ads account to get the most out of your budget involves lots of things: ad copy, targeting, scheduling, and more. But what a lot of advertisers don’t realize is that their ability to do all of that—and to do it efficiently—is impacted by how their account is structured in the first place – This could not be any more true for an account such as this one as our client offered their patients multiples services, and there was a myriad of subtleties to take into account.
In general, a marketing campaign can mean anything, but in Google Ads, the term “campaign” is the bucket that houses our ad groups; We enabled search ads for Physio Pros and wellness to be found whenever a user actively searched for their services on Google.
Thematic ad groups
These contain your ads and keywords and are grouped by theme to keep ads relevant and quality scores high; In our case, instead of having one generic ad that gets triggered about any search regarding physiotherapy, we separated the keywords and therefore the searches by “what type of physiotherapy”, for example, “Back physiotherapy” makes one ad group and “Knee physiotherapy” is another.
We worked closely with our clients to understand their modus operandi and the needs of their patients to get a good grasp of how they think and therefore how they may search. We proceeded to research the keywords that we want to trigger the ads to show on the search engine results page (SERP).
We tactfully crafted every copy and creative that appears on the SERP and tailored them to the specific service being advertised and the audience it is targeting.
A landing page is where viewers land once they click on an ad. Given landing page best practices—namely, how specific it should be to the offering and the ad promoting it, we made sure to design killer landing pages and to send traffic to exactly where they want to get to on the website.
We set up responsive display ads to promote a couple of services for which the cost-per-click was too high on search which is a great tactic to use for competitive industries. We targeted a custom intent audience to reach users who are in the market for our client’s services as they are in the process of making a purchase decision. Custom intent audiences give us the opportunity to create our own audience based on any higher intent keywords we deem relevant.
If a user searches on Google “massage clinic near me”, they will be served a search ad for Physio pros & Wellness and at the same time the search will trigger the display ads. In case a user doesn’t click on the search ad, they will still be followed around the web by the display ads while browsing other websites and considering other offerings.
Meta Remarketing campaign
We set up a remarketing campaign on Meta to retarget website visitors who did not convert. We also advised our client on the importance of enticing new patients with an attractive offer such as a discount on the first consultation.
Our solution to “conversion tracking”
In this case, further development work was required in order to track the dynamic values of bookings and to send the data to Google ads via a GTM (Google Tag Manager) custom data layer; this usually requires an additional 15 hours of work led by a team of a senior digital marketer and developer. We decided to show alternative KPI’s which could measure the effectiveness of their ads, but we’re unable to show conversions on the 3rd party thank you page. : In this case, further development work was required in order to track the dynamic values of bookings and to send the data to Google ads via a GTM (Google Tag Manager) custom data layer; this usually requires an additional 15 hours of work led by a team of a senior digital marketer and developer. We decided to show alternative KPI’s which could measure the effectiveness of their ads, but we’re unable to show conversions on the 3rd party thank you page.
How we Improved the Ad Relevance;
CTR or click-through rate is the percentage of users who see an ad who then click on it. CTR helps us understand how relevant an ad is to the keywords it’s targeting and whether it’s compelling enough to users, It’s the ultimate measure of relevance.
One of the main KPIs we focused on is the CTR because that is one of the best ways to lower the costs and therefore achieve a higher ROI – A chain reaction effect!
We improved it over time by targeting the right keywords, writing killer ads and sculpting traffic by adding negative keywords among other optimizations.
All-time account data
Tech we used
Analytics & Measurement:
- Google Tag Manager
Website Build & Design:
- Adobe XD
- Elementor Pro