Cityskin Cosmetic Clinic
Rejuvenating paid search outcomes for a cosmetic treatment company with multiple clinics.
Background
Cityskin is a cosmetic clinic with multiple branches throughout Melbourne and Sydney, owned by Dr. Jonathan Brown, GP and Cosmetic Physician. With a range of treatments including anti-wrinkle injections, double chin removal, facial slimming treatments and dermal fillers, their naturalistic approach is designed to enhance the way their clients look but focus more on how they feel.
The Challenge
Cityskin wanted to see an increase in appointment bookings at a cost effective cost-per-booking. At the time, aggressive competition meant the average cost-per-click was relatively high and as a result, the budget was being quickly exhausted. Tracking click-to-conversion was limited and therefore understanding how online advertising was contributing to online bookings was tough. To some degree, the paid search advertising campaigns were a shot in the dark; driven by market pressures, not customer qualification.
Our Approach
Our approach to taking over an existing paid ad campaigns is to start off with a thorough audit of the account. An audit helps us understand the account performance, history, issues and help uncover untapped opportunities.
With City Skin Cosmetic clinic, the audit uncovered the need to think differently and rebuild the account from scratch. Given the brand was a niche service, the rebuild looked at clustering clinics that were in close proximity. We sat down with the client to understand high margin services and low margin services. Services were separated into meaningful ad groups and keywords. Strong negative keyword lists were introduced to reduce wastage. Day parting and audience targeting was used to further enhance the campaign performance.
Based on consumer behaviour and market insights, we then applied some clever optimisation which met client goals and led towards achieving month-on-month, year-on-year KPIs.
By guiding the client through cross-domain tracking implementation we were able to create the visibility required. Deeper insights have allowed us to innovate and optimise the paid search advertising approach to create better quality outcomes for the client, within budget.
Results
Through proactive campaign management and quick improvements, we achieved the goal of lowering cost-per-booking while increasing the amount of overall bookings. The restructure helped channel paid budget towards high margin services while SEO generated the broader awareness.