Google Adwords Search Marketing Campaign for Wellness Checkpoint

www.wellnesscheckpoint.com

Summary

Wellness Checkpoint’s website had limited presence in search results for terms directly related to its core service of health risk assessments. The health industry is a competitive market space with a large volume of online advertisers. The project goal was to make Wellness Checkpoint more visible in this market, in particular by improving their pay-per-click campaign.

Client Quote

Thanks Monique! You are a true SUPERSTAR in search marketing. Your work is impeccable, you’re a pleasure to work with and you deliver spectacular results. I’ve been very impressed with your professionalism and absolute brilliance throughout this project. If you should ever require a reference, you can always count on me.
—Mark Tisdale, VP Sales & Marketing

Challenge

1. The Wellness Checkpoint website had limited visibility for targeted keywords in search results and paid listings.
2. “Health risk assessment” is a competitive online search term. There is a large volume of advertisers who are competing for similar and related keywords, which means in most cases Wellness Checkpoint’s ads were ranking 4th, 5th or 6th in search results.
3. Their existing pay-per-click strategy, at a limited budget (less than $1000 per month), needed to include a wider variety of carefully selected terms and geographic target areas.
4. PageRank was 2/10, and although not a perfect indicator of a site’s health, it was one sign that relevant, industry-appropriate partners and links to the site should be increased.

Approach

A typical process for Boxcar Marketing’s Search Marketing services involves the following:

1. Research, analyze and identify the language or word choices Wellness Checkpoint’s clients and potential clients use in their search behaviour.
2. Develop landing page content or website architecture that matches those clients’ expectations.
3. Identify new opportunities to increase targeted traffic to the site.
4. Optimize and refine all pay-per-click campaigns.

Results

By carrying out extensive keyword research, Boxcar Marketing was able to provide Wellness Checkpoint the following:

1. Maximized online presence in organic search listings and optimize presence in paid listings. (i.e., We helped them get the “best bang for the buck.“)
2. Provided strategic direction and education on search marketing campaigns:
• Keyword research and analysis
• Optimization of existing campaigns (paid and organic)
• Recommendations for future search campaigns (paid and organic).
3. Improved website copy and ad copy to generate higher conversions.

Week 1

• Traffic to the website increased by 89.9%.
• The ads were showing with the same frequency (impressions) as they were before. But the new ad copy was more relevant and more people clicked on the ads. The click-through-rate (CTR) increased by 100%.
• By refining the bid management, the average cost per click (CPC) decreased by 20.9%.

Month 1
In one month new registrants to the site increased by 48%

Project End (3 Months Later)

• The campaigns’ average click through rates were between 2% and 6%.
• Click through rates at the ad group level were between 2% and 22%
• The average ad position was between position 1 and 4
• Page rank was brought up to 4
• 80% of the site traffic is now coming from search engines, in particular from the search terms “health risk assessment”, “health assessment”, and “health appraisal”.

Completed on June 2008
Search Marketing | Search Optimization | Health & Wellness