Han Spot - skylarkseo

Case Studies

PROJECT DETAILS

How Han Sport & Spine Achieved a 172% Conversion Surge and Cut CPA by 97%?

People trust Han Sport & Spine in Rockville, Maryland, for all of their pain management and rehabilitation needs. Their professional staff makes care plans for each patient that are unique and meet their needs. They are experts at helping people with sports accidents, back problems, and long-term pain. People can get their movement back, improve their ability, and live pain-free lives at Han Sport & Spine by using cutting-edge methods and putting the patient first. Their dedication to quality and new ideas has made them a popular clinic for people looking for long-lasting ways to deal with pain and heal from injuries.

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Challenges

Increasing Clinic Footfalls

Han Sport & Spine aimed to attract more patients to their Rockville clinic. However, their existing marketing efforts struggled to generate sufficient foot traffic, limiting their ability to expand their patient base and reach new audiences effectively.

Boosting Online Appointment Bookings

With a growing demand for online convenience, the clinic sought to increase the number of appointments booked through their website. However, the online booking system was underutilized, as potential patients found it difficult to navigate or lacked the necessary motivation to convert.

Non-Optimized Website with Missing Information

The clinic’s website was not fully optimized for performance. Critical elements like service details, clear calls-to-action, and user-friendly navigation were either missing or poorly implemented. This made it challenging for users to understand their offerings, reducing engagement and trust.

Lower Conversion Rates Across Campaigns

Existing marketing campaigns did not deliver the desired results. The conversion rate across different channels was significantly lower than expected, pointing to ineffective targeting, messaging, or optimization strategies.

High Cost-Per-Acquisition (CPA)

The cost of acquiring new patients through paid advertising was unsustainably high. The clinic faced challenges in balancing their advertising spend with the returns, requiring immediate adjustments to their campaigns and bidding strategies to make them more cost-effective.

Solutions

Search Campaign with Intent-Focused Keywords

Leveraging Pay Per Click Marketing, we created a search campaign targeting long-tail and intent-focused keywords. This ensured we reached users actively seeking sports injury treatments and pain management solutions, driving more qualified traffic to their website.

Ad Variations for Better Insights

Multiple ad variations were developed to assess their effectiveness. This allowed us to identify what resonated most with the target audience and refine messaging for maximum impact.

Ad Copy Optimization for Engagement

Ad copies were updated regularly, integrating USPs, targeted keywords, and festive or special offers. These updates enhanced ad relevancy, improving engagement and click-through rates (CTR).

Bidding Strategy Refinement

The campaign initially ran with a “maximize clicks” strategy to drive high-quality traffic at lower CPC and CPA levels. Once sufficient data was gathered, we transitioned to a “maximize conversions” approach, significantly boosting the overall conversion rate.

Incorporating Ad Extensions

Location, call, and sitelink extensions were added to the ads. This improved reach, increased CTR, and drove more local traffic to the clinic.

Conversion Tracking Updates

Conversion tracking was updated and corrected to capture all goal completions, ensuring no potential opportunities were missed.

Landing Page Optimization

Their landing pages were optimized with a focus on conversion. Essential attributes like service descriptions, user-friendly layouts, and prominent CTAs were added. These improvements aligned with the principles of WordPress SEO service, enhancing both functionality and user experience.

Bid Adjustments Across Devices

We implemented bid adjustments tailored to device performance. Mobile-specific optimizations ensured the campaign capitalized on users scheduling appointments through mobile devices, a key aspect of PPC

Daily Negative Keyword Management

To filter out irrelevant traffic, negative keywords were added daily. This practice maximized the campaign’s efficiency and ensured a better return on investment.

Keyword Performance Optimization

Non-performing keywords were removed, while high-performing search terms with service intent were added. A mix of phrase match and exact match keywords ensured precise targeting.

Optimized Ad Scheduling

Ads were scheduled to run during working hours, focusing on peak times. Non-performing hours were excluded to optimize ad spend and improve engagement rates.

Audience Segmentation for Targeted Reach

Relevant audience segments were added to target users with higher conversion potential. This step ensured that campaigns connected with a highly engaged audience, increasing leads and appointment bookings.

Delivering Results

84% increase in overall conversion rate
172% increase in conversions
Cost per acquisition reduced to 97%
Achieved 14% CTR goal
44% increase in phone call conversions

We are extremely grateful for the exceptional service provided by SkylarkSEO. Their expertise in SEO has had a transformative impact on our business. From the very beginning, they have been responsive, professional, and committed to our success. Our website's performance has improved dramatically, and we've seen a substantial increase in inquiries and sales. Thank you, SkylarkSEO, for helping us reach new heights!

Adil

We had a great experience with SkylarkSEO. Their team was professional, knowledgeable, and attentive. They tailored an SEO strategy that boosted our website traffic and search engine rankings in just a few months. SkylarkSEO's transparent communication and dedication set them apart. We highly recommend their services. Thank you, SkylarkSEO!

Juan

SkylarkSEO transformed our online presence with their PPC services. Their expertise and attention to detail resulted in immediate improvements in our ad performance and ROI. We saw a significant increase in leads and conversions. Highly recommend their professional and results-driven approach!

Rischeh

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