We took over the struggling SEA campaign of a client operating in Indonesia, Malaysia and Australia. The client consisted of an association of clinics operating in all of these countries as physiotherapy provider. Instead of just optimizing pre-existing campaigns IsarWorld Marketing decided to redefine the ad spending strategy from scratch and in a scientific manner. In the following steps:

We definded our primary goals and KPIs that should be used to measure them. Since the client asked for more reach and sales we put an emphasis on optimizing clicks / CPC and the conversion rate. A conversion was manually defined google tag manager by a) calling the local hotline and b) handing in a formular from a referring doctor.

To inform the paid search campaign we analyzed keywords in terms of their organic traffic performance. The tools used were ahrefs and Google Search Console. This helped us to push threshhold keywords on one hands and to target low hanging fruits as well as to outcompete competitors most efficiently.

Keywords and bidding strategy were setup and steadily refined via A/B testing on Google Ads. The budget of 1500 $ per month was also allocated accordingly.

All campaigns were optimized to the best result possible according to the internal score.

Additionally we optimized our ads according to the most common devices used (which happened to be mobile in this case). That entailed resizing images and readjusting text blocks among other tweaks.

All results were communicated to a happy client in a 45 minute debriefing and further steps and actionable insights were advised.