Fertility Treatment Case Study
A California-based Fertility Center
A California-based fertility center is known for its skilled doctors and high success rates in helping people achieve parenthood. The center utilizes digital marketing and advertising to reach individuals seeking infertility solutions. It is currently owned by a venture capital client, InTandem Capital Partners, who offers management consultation and guidance for growth strategies.
In order to support their growth strategy and ensure ongoing success, InTandem Capital Partners, the venture capital firm that owns the IVF client, enlisted our help to assist their portfolio company in optimizing their narrative, creating content, and driving engagement, leads, and appointment signups. Through our collaboration, we were able to create high-impact content, optimize paid search programs and display campaigns, essential components of lead-generation that were previously managed by a single employee with a heavy workload.
Improved CTR through intelligent campaign restructuring
Analyzing research data to inform the creation of video content aimed at individuals interested in Search, location-based Search, and contextual interests helped improve engagement, brand awareness, and click-through rates for our IVF client's target audience.
During our time on-site, we filmed doctor and patient stories that were compelling and touched on themes of heartbreak and hope. Editing these stories into various video lengths, including :15, :30, and :60, was a seamless process. The resulting videos included brand videos, explainer videos, and testimonials for the company's core services: egg freezing, IVF, and LGBTQ family building services.
The next strategy involved restructuring the current campaigns by dividing existing campaigns by location rather than region, allowing for better control of monthly spending on specific practices.
Ad groups were segmented into more specific themes like IVF, freezing, and LGBTQ to enhance the connection between a target audience's search terms and ad copy, aiming to increase click-through rates. All ads were updated with more prominent calls-to-action and compelling copy to improve CTR and quality score. As a result, our IVF client was able to allocate ad spend more efficiently.
Campaign optimizations lead to better conversions
As part of campaign restructuring, the Oh Ya team conducted an audit of all current campaigns and implemented various optimizations to enhance performance. This involved pausing poorly converting keywords, adjusting bids on inefficient keywords, and adding negative keywords to avoid displaying Boston IVF ads for irrelevant searches.
These efforts resulted in a 23% increase in conversions and a 24% decrease in cost per action (CPA).
Remarketing targets potential customers who have shown interest and drives conversions
During an audit of the current ad campaigns, our teams discovered an opportunity in remarketing that had not been previously explored.
This method enables our IVF client to show engaging and persuasive display ads to visitors who have previously visited one of their sites.
Furthermore, we have the capability to customize individual display ads based on the visitor's information, such as their search language or the specific pages they have viewed related to facilities, services, or doctors.
The personalized experience, along with engaging new creative content, has contributed to the increased click-through rate and conversion mentioned earlier.
Effective targeting and timing while staying within budget
After being introduced to the portfolio company and reviewing the company's current digital advertising efforts, it was necessary to minimize any unnecessary ad spend and achieve immediate performance improvements. In addition to enhancing their utilization of their marketing technology tools, the Oh Ya team efficiently reorganized and optimized ads, resulting in significant financial benefits within just one month.
Increased efficiency in advertising spend
The IVF client has seen increased efficiency in advertising spend leading to enhanced engagement allowing them to support their growth initiatives. Our IVF client attracts a diverse range of individuals seeking fertility treatments through digital channels. By improving ad targeting, the fertility center can reduce costs, boost conversions, and effectively connect individuals with its renowned services.
