Spectrum Orthopaedics is a leading, full-service orthopaedic surgery and care center in Northeast Ohio. With a few key competitors in the area, Spectrum engaged with us to increase brand awareness as the most experienced and technologically-advanced orthopaedic practice while increasing requests for appointments.
SERVICES: Pay-Per-Click (PPC) Advertising: Search Ads, Display Ads, Video Ads
of trusted partnership (and counting)
Increased brand awareness and conversions
Spectrum Orthopaedics has a team of experienced orthopaedic surgeons who are widely known and highly respected in the area—so much so that they bring in a significant amount of searches. We aimed to capture searches for both their doctors and for common orthopedic conditions and injuries with PPC ads, specifically Google Search, Google Display, and YouTube video ads.
We have worked closely with Spectrum Orthopaedics’ Marketing Manager to develop core PPC campaigns around their specific doctors and services they offer. We have been able to achieve a strong click-through rate (CTR), cost per conversion (CPC) and conversion rate (CR) for the various campaigns we have running for them.
Here are those metrics for 2020 results vs. industry benchmarks:
- CTR benchmark (for Search ads) 3.27% vs. actual YTD 15.51%
- CPC benchmark (for Search ads) $2.62 vs. actual YTD $0.81
- Conversion rate (for Search ads) 3.36% vs. actual YTD 25.52%
- Conversion rate (for display ads) 0.82% vs. actual YTD 1.29%
Tactics that we employed:
- Pay-Per-Click Advertising:
- Search Ads
- Display Ads
- Video Ads
With this strategic approach and true partnership, we: