CASE STUDY:
Ortho South is a local orthodontist in Birmingham with two locations. The practice was seeking to increase awareness within the community as well as increase Invisalign appointments upon partnering with AMG in 2018.
KEY CAMPAIGN OBJECTIVES
Increase awareness for Ortho South’s services within the community
Increase Invisalign appointments
SOLUTIONS
Video Advertising
SEM
Content Marketing
Digital Display
Video Advertising
To support the objective of increasing brand awareness, video advertising was used to visually present Ortho South’s message to moms whose children might need an orthodontist. These short video segments were placed on YouTube TrueView as well as the Google display network.
See the August 2020 video shown below.
Content Marketing
Content marketing was deployed in the form of sponsored content and blog posts in order to tell a deeper story and present a strong brand voice for Otho South as a whole.
SEM
AMG launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase Otho South’s visibility in search results as users actively seek out orthodontists in the area. Geo targets included Shelby County, Chilton County, City of Hoover, City of Vestavia Hills and City of Homewood.
AMG tracked performance indicators such as goal completions, session duration and overall quality of site traffic and optimized the campaign accordingly.
Digital Display & Site Remessaging
In order to create awareness for Ortho South and its services, a targeted (moms with children aged 10-18) online display advertising campaign was deployed on AL.com.
Additionally, Ortho South’s website visitors were re-messaged with online ads to keep them top of mind and ensure Ortho South is seen and remembered.
August 2020 video
Digital display advertising
Content Marketing
RESULTS
2018 – 2019 Increased Website Direct Traffic 23%
2019 – 2020 Increased Website Direct Traffic 39%
Digital Marketing Delivered 9×1 ROI on Digital Marketing
- Digital Tactics Driving Traffic to Website
- Digital Display
- YouTube TrueView
- Content Marketing
- Website – 64 Referrals and 34 New Starts
- Social Media – 32 Referrals and 15 New Starts
- Over ½ Million Dollars New Revenue
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