1440 E. Washington St, Phoenix, AZ 85034
Background
A rising dental practice providing excellent care for children and teens was looking for a dynamic way to maximize exposure for their brand to increase new appointments.
Strategy
The campaign included Amazon Video and OTTAdvertisments displayed while consumers are utilizing video streaming platforms or devices. using multilevel Amazon targetingUtilizing Amazon targeting data to reach people with your display, video, or OTT ads on Amazon.com, Amazon owned properties and thousands of other websites and apps Amazon has partnered with, across all devices.. The targeting included behaviors like parents with children in the household, use of preschool-age products and dental supplies, as well as creating a custom audienceServing ads to a specific list of consumers identified through either their phone number, email, or address. targeting people who have searched for or purchased specific products like Children’s Toothbrush; Children’s Toothpaste; Children’s Toys; Children’s Apparel; Children’s Books; Children’s Movies; Children’s Vitamins; Children’s Games; Children’s Music.
Results
When the campaign first launched it was underperforming and not seeing high engagement. CTRAn abbreviation of "click-through rate" meaning the percentage of users who were served an ad and then proceeded to click on it. was still almost 4x the national average at .27%, but conversions were low. The digital team assessed the campaign and made recommendations to help increase performance, which included expanding the geography and more ad creative to optimize for increased engagement. After these adjustments were made, in a few short months the campaign saw a HUGE increase. 83 click conversions and 13 view-throughsWhen a user doesn't click on your ad or link when they are served it, but visit your website or link directly either immediately or later on after initially seeing it. with a CTRAn abbreviation of "click-through rate" meaning the percentage of users who were served an ad and then proceeded to click on it. at .93% – 13 times the national average. The results almost quadrupled, yielding in more patient appointments. This success story underscores the importance of evaluating initial campaign results, collaborating as a team, and making adjustments to work towards campaign success. It can be a process that may not be accomplished at the beginning of a campaign. Ad buyers were making weekly optimizations to ensure the success of this campaign.