Digital Marketing Examples & Case Studies PAUL CLARE www.opticommerce.co.uk Google PPC & SEO 1 Dominate the page (maximum coverage) 2 Highly Targeted 3 Easy to Measure ROI 4 Get more Clicks – Competitors Get Less Clicks PAUL CLARE www.opticommerce.co.uk WHAT SHOULD BE THE IDEAL SITUATION 5 Practical Reasons You Should Consider PPC Marketing 1 You only pay when an interested person clicks. 2 You set your budget to control costs. 3 You can reach your target consumer at the right time with the right ad. 4 Unlike organic search, PPC can show results very quickly. 5 PPC data can inform your other marketing channels. PAUL CLARE www.opticommerce.co.uk PAY PER CLICK MARKETING (PPC) 60% FEB 49,52% MARCH 50% 46,06% 42,99% 40,73% 39,39% 40% 42,86% 36,38% 38,14% 31% 30% 29% 27% 29% 20% 10% 0% Glasgow Optician PA U L C L A R E London Suburb Optician Cetral London Optician www.opticommerce.co.uk APRIL MAY PPC Total Conversions (Jun– Sep) PPC TOTAL CONVERSIONS (FEB-MAY) 180 160 140 138 120 100 155 121 80 60 40 20 0 Glasgow Optician Glasgow Opticians PA U L C L A R E London Suburbs Optician Total Enquiries From PPC From June-September 2015 London Suburb Optician Central London Optician Central London Optician www.opticommerce.co.uk 3 Things To Watch For If You’re Just Starting PPC HOW TO INCREASE REVENUES (EXAMPLE) GOOGLE SEARCH PA U L C L A R E PAID ADVERT LANDING PAGE REQUEST VOUCHER www.opticommerce.co.uk EMAIL WITH VOUCHER HOW TO INCREASE REVENUES (EXAMPLE) GOOGLE SEARCH Our PPC Advert PAUL CLARE www.opticommerce.co.uk HOW TO INCREASE REVENUES (EXAMPLE) PAID ADVERT GOOGLE SEARCH Strong, Engaging Copy PAUL CLARE www.opticommerce.co.uk HOW TO INCREASE REVENUES (EXAMPLE) LANDING PAGE PAUL CLARE www.opticommerce.co.uk HOW TO INCREASE REVENUES (EXAMPLE) REQUEST LANDING PAID ADVERT VOUCHER PAGE GOOGLE SEARCH Strong Call To Action PAUL CLARE www.opticommerce.co.uk HOW TO INCREASE REVENUES (EXAMPLE) Direct Response Results: From – 01/09/2017 to 30/09/2017 Clicks- 403 Impressions – 11,891 CTR – 3.39% Cost - £260.51 Voucher downloads – 21 Phone Calls – 2 (1 New Eye Test Patient + 1 Brand Enquiry) CPL (Cost per Lead/Conversion) - £11.32 PAUL CLARE EMAIL WITH VOUCHER www.opticommerce.co.uk www.opticommerce.co.uk Successful Campaign 1 PPC Client – Optician based in West London area Targeted Location – 5 miles around the practice No. of Campaigns – 5 (with Offers) Budget - £500/month Main Campaigns Eye Test Offer: £50 off prescription glasses Tom Ford Offer: £50 off Dior Offer: £75 off Results: From – 01/09/2017 to 30/09/2017 Clicks- 403 Impressions – 11,891 CTR – 3.39% Cost - £260.51 Voucher downloads – 21 Phone Calls – 2 (1 New Eye Test Patient + 1 Brand Enquiry) CPL (Cost per Lead/Conversion) - £11.32 PAUL CLARE www.opticommerce.co.uk Successful Campaign 2 Client - Practice based in Brighouse, Leeds Targeted location - 6 miles around practice No. of Campaigns – 5 (with Offers) Budget - £350/month Main Campaigns Eye Test Offer: Free Upgrade to Comprehensive Eye Test Lindberg Offer: £50 off Oliver Peoples Offer: £50 off PAUL CLARE www.opticommerce.co.uk Successful Campaign 2 Results: From 01/09/2017 to 30/09/2017 Clicks – 112 Impressions – 4,944 CTR - 2.27% Cost - £69.99 Voucher downloads – 9 Cost per lead - £12.4 PAUL CLARE www.opticommerce.co.uk Unsuccessful Campaign Client – Practice based in the Isle of Man Targeted Location – 3 miles around the practice No. of Campaigns – 4 (with NO offers) Monthly Budget - £150/month Main Campaigns Eye Test – No Offer Dry Eye – No Offer OCT - No Offer Results: From 01/01/2017 to 31/01/2017 Clicks – 25 Impressions - 396 CTR - 6.31% Cost - £37.52 Conversion - None PAUL CLARE www.opticommerce.co.uk 5 Practical Reasons You Should Consider SEO 1 You do not pay Google for any Clicks. 2 SEO is a Cost Effective Strategy. 3 It’s a Good tool to Protect Your Online Reputation 4 Helps Dominate the Search Page and Block out Competitors 5 You Can Easily Analyse the Data and Learn about Consumer Behaviour PAUL CLARE www.opticommerce.co.uk WHAT DIFFERENCE CAN SEO MAKE PAUL CLARE www.opticommerce.co.uk WHAT DIFFERENCE CAN SEO MAKE PAUL CLARE www.opticommerce.co.uk WHAT DIFFERENCE CAN SEO MAKE PAUL CLARE www.opticommerce.co.uk HOW DO WE DO OUR SEO 1 On Page Optimisation 2 Includes ( Content, Site Structure, URL Structure, HTML) 3 Off Page Optimisation 4 Includes Google Listings, Link Building, Social Media, Content Creation such as guest blogs PAUL CLARE www.opticommerce.co.uk E-Mail Marketing Release Untapped Gold In Your Practice Thousands of patients Targeted e-mail-shots Cheap & Measurable eDatabase = Goldmine PAUL CLARE www.opticommerce.co.uk E-Mail Marketing PAUL CLARE www.opticommerce.co.uk EMAIL EXAMPLES PAUL CLARE www.opticommerce.co.uk E-Mail Marketing PAUL CLARE www.opticommerce.co.uk EMAIL EXAMPLES PAUL CLARE www.opticommerce.co.uk SOCIAL MEDIA SERVICES PAUL CLARE www.opticommerce.co.uk Successful Campaign 1 - Social Media Business Objectives Increase exposure, click through rates ●and reach to current audience ●Client is willing to pay for Facebook ●advertising to increase exposure and engagement ●Increase SEO with blogs and promote on ●Social Media channels resulting in more ●click through rates to the website ● Social Media Structure Create blogs and promote on Social ●media channels that reflect the brand ●Use the brand tone of voice for all social media posts ●Consistent posts but finding out relevant ●timings to post for the brand and collecting data ● PAUL CLARE www.opticommerce.co.uk Successful Campaign 1 - Results This was NOT via paid advertising through social media channels but rather our unique content following the brands tone of voice and finding out about the current followers' interests through various data. Through a content marketing expert client received more click throughs and reach ● Custom made blogs were created and shared on social media channels resulting in higher click through rates to the website increasing the likelihood of booking an appointment or downloading a voucher ● PAUL CLARE www.opticommerce.co.uk Successful Campaign 2 – Paid advertising Business Objectives ●Increase exposure to current followers and gain new followers ●Increase clicks to posts and the website ●Increase brand exposure Social Media Structure ●Using a "lookalike" audience of other bigger opticians, designer eyewear brands etc as the target audience, create various Facebook ads including likes, increase engagement, reach and click through ●Use various artistic tools and advertising techniques such as Canvas ads, Carousel ads and photo/link sharing ads Results ●Increase in reach, likes and clicks to the website/blog or voucher download page ●£35 spent for this particular ad, running for 2 days – paid advertising does not have to be expensive. Good content is required to acquire the results you desire PAUL CLARE www.opticommerce.co.uk Unsuccessful Social Media Campaigns 'Success' in social media is a very loose term as it depends on what you are looking for. Higher traffic to the website does not mean higher engagement or reach and vice versa. However, clients have a higher chance of successful social media campaigns when they update us with relevant practice news, have a monthly social media advertising budget, interact with and share their social media channels, consistently post good content and useful information, know their target audience/current audience and select a higher social media package. Here are a few examples of the reach, likes, click-through rates of clients have not used the above techniques: PAUL CLARE www.opticommerce.co.uk PAID ADVERTISING ON SOCIAL MEDIA PAUL CLARE www.opticommerce.co.uk OUR SERVICES 1 Social Media Management and Paid Marketing 2 Email Marketing ( including Copy creation ) 3 Copywriting (Website Copy, Marketing Copy, Blogs, etc ) 4 Video Production 5 Design ( Website and Print ) 6 Search Engine Marketing, including PPC and SEO PA U L C L A R E www.opticommerce.co.uk WHO WE ARE Click Optical – Powerful digital marketing PAUL CLARE www.opticommerce.co.uk
