AdWords Campaign for Natural Healthcare Clinic
Briefing and MethodologyThe client is Oakville Massage and Wellness Clinic. Their aim is to generate more leads so as to ensure their doctors and practitioners are closer to full capacity during business hours.
One of the services being targeted is acupuncture, which this ad (and the associated landing page) speak to.
The target geographies are Oakville, Burlington and Mississauga. The keywords have been identified using Google’s keyword planner, which was filtered to only include inbound searches which regularly come from the three aforementioned geographies.
The target market is anyone who is interested in or curious about receiving acupuncture treatment.
The “{keyword:” part of the title, makes it a “dynamically generated headline”. In layman’s terms, this means that as a default, “Acupuncture in Oakville” will show up, unless the search term used is less than 25 characters. In the latter case, the exact search term that the browers types in will appear as the title. In multiple studies, this tactic has demonstrated a higher click-through and conversion rate.
You’ll notice that the “display URL” (omwc.ca/acupuncture) is different than the actual landing page. To explain, note that the landing page URL is too large to fit into the display URL character limit (of 35). To overcome this, I have created a fictional display URL, which is less than the 35 character limit, while also featuring the word “acupuncture”, meaning it will show up in bold when someone searches for the keyword “acupuncture”. Bolding essentially serves to make the ad appear more prominent, and therefore hopefully help it receive more clicks.
Keyword
"acupuncture"
"acupuncture treatment"
"acupuncture treatments"
"acupuncture for pain"
"licensed acupuncturist"
"acupuncture clinics"
"acupuncture clinic"
"acupuncture benefits"
"acupuncture for migraines"
"acupuncture for migraine"
"acupuncture for anxiety"
"benefits of acupuncture"
"china acupuncture"
"find acupuncturist"
"find an acupuncturist"
"acupuncture for pain relief"
"acupuncture for neck pain"
"chinese acupuncture clinic"
"oakville acupuncture"
"acupuncture burlington"
"acupuncture oakville"
"acupunture and fertility"
"acupuncture burlington ontario"
"acupuncture oakville ontario"
Briefing and Methodology
The client is The Mezzanine Group, a Marketing Agency where I’m currently employed at (as a PPC & SEO specialist).
Our mission is to acquire two new full-time clients every month. Full-time essentially means that they will sign a 12-month contract, where the sum agreed is usually between $10-$15k per month.
As we are a business-to-business marketing agency, the target market is, of course, b2b companies. Additionally, we are looking to serve small-to-medium sized enterprises, that either have no marketing department, or are severely understaffed or under-resourced. This information will be gleaned after someone “converts” (fills out the form on our landing page, and answers the question “what is your annual marketing budget”.
Our target geography is a 30km radius of Toronto.
Having used Google’s keyword planner, it became apparent that no one was searching for geography-based keywords, such as “Toronto B2B Marketing Consultancy”. As a result, I had to omit any such terms and instead pursue generic terms, with “b2b marketing agency” being an example of such. However, we have achieved geographic targeting by tweaking the campaign settings so that the ad is solely shown to people using a computer or smart device within 30km of Toronto.
Keyword
"b2b marketing consultants"
"b2b agency"
"b2b marketing agency"
"business to business marketing agency"
"b2b marketer"
"b2b marketing services"
"b2b marketing agencies"
"b2b internet marketing agency"
"b2b marketing company"
"b2b marketing solutions"
"b2b marketing consultant"
"b2b marketing consultancy"
"b2b marketing companies"
"b2b web marketing agency"
"b2b marketing consulting"
"b2b marketing tactics"
"b2b service marketing"
"b2b digital marketing agency"
"b2b outsourced marketing"
"b2b services marketing"
+b2b +marketing agency
+b2b +agencies
"b2b content marketing agency"
+b2b marketing firm
"b2b content marketing services"
+b2b +marketing services
+b2b +content +marketing agency
"b2b +marketing company"
+b2b marketing consulting
+business to +business +marketing firm toronto
"the b2b marketing agency"
+b2b +digital marketing +agency
+b2b +marketing consultants
Briefing and Methodology
The client is Mirus International Inc.
They are looking to drum up new business in their marketplace (manufacturing harmonic filters - aka power quality, power harmonics, power system harmonics etc). At the same time, they are looking to cement their reputation as industry leaders by distributing their thought-leadership whitepaper. The topic of the whitepaper is primarily about using harmonic filters in the oil & gas industry, as applied to electrical submersible pumps.
The aim is to have people provide their details on the landing page (telephone number, name etc.) and to have them opt-in to Mirus’s mailing list. Furthermore, Mirus’s landing page also asks people if they would like to be contacted directly. If they agree to this, the sales team will give them a call to discuss the unique power quality issue they are facing, and will assess whether Mirus can be of assistance in solving it.
Mirus can theoretically supply their harmonic filters to every corner of the earth. However, because shipping costs are a consideration, and because of local salesforce constraints, only North America, Brazil, Argentina, UK, UAE, China, New Zealand and Australia are being pursued.
Keyword
"power quality harmonics"
"power system harmonics"
"harmonics in power systems"
"power quality and harmonics"
"power harmonics"
"harmonics in power system"
"power system harmonic analysis"
"harmonic power"
"harmonics power quality"
"power factor correction harmonics"
"harmonics and power systems"
"harmonic filters in power systems"
"harmonics in power quality"
"harmonic distortion in power systems"
"harmonic problems in power system"
"harmonics in electrical power system"
"harmonics in power system for electrical"
