SEO + Content Case Study

Geo-targeting nets 163% increase in conversions

How audience targeting by location helped lower ad-spend and dramatically increase conversions.

Highlights

163%

increase in conversions
118%

increase in
paid search traffic
54%

decrease in
cost-per-acquisition

The Client

For more than 30 years, Fertility Centers of Illinois has been a leader in IVF (in vitro fertilization) throughout the Chicagoland area.

The Objective

Fertility Centers of Illinois came to us with a few interesting challenges, with the root of the problem being organization style in their account structure. Their lack of organization led to overbidding, expensive conversions and broad targeting.

Our goal was to lower cost-per-acquisition while driving targeted leads and phone calls.

“We were looking to generate more inquiries via paid online channels. We’d been doing paid search, but were looking for a better way to do it with a different partner.”

Mark Walker, Director of Business Development, Fertility Centers of Illinois

PPC Strategy

Implement IP-targeted campaign segmentation to provide broad keyword coverage.

The Problem
They weren’t reaching the qualified traffic they wanted. As a professional service that relies exclusively on face-to-face interaction with patients, their potential “customers” were necessarily local.
The Solution
We utilized radius targeting around their office locations and helped fill in the gaps between zip codes from there.

We also implemented geo-targeting to capture searchers using location terms regardless of IP location. We began this initiative with high-population suburbs and cities that had proven successful in the past from the client’s CRM data. This allowed us to adjust bids more on a more granular level.

Finally, in order to ensure greater control and easy aggregation of results, we segmented the client’s services – fertility, preservation, and donation – into different ad campaigns.

“They increased inquiries to the practice by more than 25%, while simultaneously decreasing cost per inquiry by 20%.”

Mark Walker, Director of Business Development, Fertility Centers of Illinois

Results

We created a custom script that breaks down AdWords metrics to show the client where they’re performing the best and how their converting users interact with their ads. In this case, FCI’s sweet spot was in average position 2.5. It showed the highest conversion rate and lowest cost per conversion. Aiming for this position allowed us to lower bids on a lot of keywords and therefore drive a reduced CPA.

The end result was a 164% increase in conversions, a 118% increase in paid search traffic, and a 54% decrease in the client’s cost-per-acquisition.