Orthopaedics - Lowered CPA Quarter-Over-Quarter

Project goal The client wanted to maximize quality conversion volume and lower CPA.

Solution 

- Changed conversion actions from mid level events (find a provider clicks) to low funnel actions (phone calls and appointments)

- Increase ad scores from "Poor" and "Average" to "Good" and "Excellent" by restructuring campaigns and writing more relevant ad copy

- Implemented sitelink extensions, call out extensions, structured snippet extensions, and image extensions

- Separated brand keywords from generic keywords

- Managed TCPA bids week-over-week.