The Morrisville Dentist was a dental start-up practice located in North Carolina. When they opened they needed to bring in as many new patients as possible to grow quickly.
THE PLAN
Although they wanted to grow as fast as possible, being a new practice we had to approach the campaign budget-conscious. Each dollar spent had to have a maximized ROI.
Our plan was to launch a Facebook Advertising campaign to generate awareness in their community and promote healthy smiles by offering new patients a couple of enticing first-time offers. We wanted to A/B test the two offers against each other to see which would bring a higher yield.
Target a demographic that has the highest probability of going to the dentist regularly and that has a family to bring to along (to maximize ROI). Mountain View Dental wanted to become more widely known in their area and grow their new patient base.
Overcome the obstacle of being located in a unique geographic area. We had to account for their office being completely surrounded by the other town. To account for this we took a radius approach to our targeting. We found that if we targeted those surrounding towns we could multiply our results.
Targeted Radius - 10 miles around the office
We couldn't just target their main city due to their location being on the outskirts of town
THE EXECUTION
New Patient Offer Creation// We work with the client to compose two different offers that would be enticing for new patients and generate leads.
Facebook Ad Manager Set Up // We had to create an ad account from scratch. Set up their Facebook Pixel, Ads Manager, Campaign, Ad Set, and Ads.
Facebook Custom Audience // This is where our secret sauce comes in. We created an audience that was only served the ad if:
You fell into a certain demographic (ages, parental status, economic, education, etc.)
You met a certain interest (health, oral health, cosmetics, parenting, etc.)
You were within 10-15 miles of the location (based on data people don’t tend to travel much further to see a dentist. This does change with geography).
Geo-Targeting // We ran the ads to everyone within a 10-mile radius that hit our Custom Audience criteria.
Location Testing // We tested a 5-mile radius at first but weren't getting enough conversions. When we tried 20 miles radius the conversions were either:
1. Poor Quality Leads (I mean who wants to drive 20 miles to see a dentist?).
2. We blew out the budget too quickly with far too little conversions.
Split Testing // We split tested a variety of Ads to see which ones would get the best engagement. After a few weeks of testing 3 different ads, the one the yielded the most conversions was the "$25 New Patient Special".
THE RESULTS
As it began to pick up momentum the campaign started to generate 40-60 leads a month at around $12.42 on average. This campaign had an 80% cheaper cost per conversion than we were able to achieve on Google.
