They needed a partner to help them address a long-standing problem. They had established locations that would consistently underperform in their appointment volume; they had new or rebranded locations that were taking too long to catch up to the rest.
DOCS had implemented paid search campaigns designed to improve visibility and conversion but were getting very little for their investment. They came to Adcetera wondering whether a different strategy might yield different results.
Rather than relying solely on buying power and “best practices,” Adcetera practices the Adaptive Media Planning and Monitoring method (AMPM). AMPM is a more tailored approach to media strategy, planning, and placement that puts much greater emphasis on understanding a client’s unique challenges.
Utilizing this methodology, Adcetera took DOCS through a detailed discovery of interviews, audits, and analysis that uncovered critical gaps in their previous paid search strategy. By over-indexing on the wrong audiences and metrics, DOCS had been paying for clicks that were less likely to convert.
Adcetera then crafted a new strategy based on the realities on the ground, making continuous adjustments as results came in.
• Lowering spend where the brand already ranked organically
• Switching focus to audiences with limited brand preference
• Shifting tracking to more valuable and provable metrics
• Restructuring the campaign toward micro-targeting
DOCS partnered with Adcetera to expand, strengthen, and evolve its paid media strategy. Through a discovery and planning process, Adcetera identified opportunities to improve campaign structure and performance. We developed a tailored strategy focused on the DOCS clinics that needed the most support and continuously refined and optimized execution to maximize results.