“What are you doing to create targeted demand in the marketplace?” is a question I ask a lot of my clients. I think it is an important question to ask as a digital sales rep, and as a business owner because it can make you rethink your strategy.
Last year, I had a meeting with a disgruntled prospective client, who specialized in dental implants. For anyone not familiar, dental implants are permanent replacement teeth. It is a very competitive industry, as there is a ton of profit margin, and the implants are fairly easy to produce and install, with some promising “new teeth in a day”. Pricing options vary between $1000/bridge – $10,000/bridge.
Just to give perspective about how competitive of an industry it is, here is a screenshot of a SERP for a popular search related to the industry:
During the needs analysis with the client, we uncovered their frustrations with their current full service advertising agency, as they were only averaging 2 implant procedures per day, and wanted to triple their production. They felt as though their marketing dollars were being misappropriated, and were looking to generate better ROI, as well as trim a lot of fat off their current advertising budget. Lean and mean. What we also discovered was that the client’s primary audience was an older (50+), affluent individual, HHI $100k+, who had dentures, and their agency felt the best way to target this audience was with print media. I get it. Older, affluent people still read the physical newspaper. More than half of their budget was allocated towards dailys, weeklys, glossys, local community magazines and papers, and sadly, the yellow pages.
The other half of their budget was allocated towards Google paid search (their SEO was handled by their web provider, and built into monthly maintenance costs). Their PPC wasn’t performing well for them, and they wanted to eliminate higher funnel keywords and only wanted to focus on bottom of the funnel, high intent keywords.
One of those keywords that they really wanted to be found for was the term “all on four”, which was a revolutionary procedure in the industry. I told the client that we could absolutely ensure that they were found every time that keyword search was conducted on any search engine, but I asked the client, “What are you doing to create targeted demand in the marketplace for that particular keyword/procedure? Are you featuring this revolutionary procedure within any of your print ads?”
The client’s print ad creative didn’t feature a call to action, was more branding and awareness oriented, but more importantly, didn’t feature any copy pertaining to “all on four”. As a result, this extremely important keyword didn’t have any track-able search volume tied to it, so it wasn’t converting for them, which was evident after conducting an audit of their AdWords campaign.
Our strategy was to pull ad dollars they were spending on print, and from their bloated, underperforming PPC campaign, and reallocate some of it towards a programmatic campaign that was going to target their primary audience; A50+, HHI $100k+, who were shopping for denture products within a 20 mile radius of their location. Those programmatic ads featured copy pertaining to their unique selling proposition, which was “all on four”.
The other part of the remaining budget, was used to build a special landing page with an informational video about the procedure, testimonials, before and after pictures, and a call to action encouraging visitors to sign up for a seminar to meet the doctors. By registering, they would receive $250 off each bridge, if they moved forward with the procedure. This is where people who clicked on the
Lastly, we leaned their PPC campaign down to only focus on more long tail, high intent, bottom of the funnel searches, as well as brand related keywords, eliminating the higher funnel searches. We built a call to action featuring the $250 off each bridge promotion within the copy of the text ads, along with call extensions, site link extensions, and location extensions.
The results were noticeable immediately. Within the first week, the client received two conversions tied to keyword searches for “all on four”. After the first month, the number of conversions increased to 16. After month two, that number was 34. After month 3, that number was 75. After 6 months, the client opened up a new office to meet increased demand.
We were creating targeted demand in the marketplace and influencing search volume for “all on four” related searches. We capitalized on that demand by ensuring that our client was found for those searches. If not, we would’ve been creating demand for a competitor to capitalize on.