A dynamic website for a Dental chain based in Mumbai, India that has more than 10 clinics in Mumbai, Thane and Panvel together. We're currently serving them with Search Engine Marketing (SEM) on Google AdWords. Our Custom-developed Adwords script is helping them to Save more than 20% while bidding for more than 80% of the AdGroups in the account.

1. Orthosquare
–acasestudy
ByTogglebytes

2. Orthosquare
Orthosquare Dental Clinics offers top-of-
the-line dental services like dental
surgery, smile redesign, along with
general dentistry and many others.
Website link here
About Orthosquare
Website link

3. TheSituation
Orthosquare was looking at a new level of
growth through online marketing.
They need an end-to-end online marketing
plan, and a partner which takes
responsibility of growth.

4. TheStrategy
The online marketing plan to grow
Orthosquare to the next level

5. TheStrategy
Understand
your target
audience
Build what
they need
Get into
action
Review and
rework

6. TheStrategy
Understand
your target
audience
Build what
they need
Get into
action
Review and
rework

7. UnderstandYourTargetAudience
• The target audience generally came in by a referral or
by researching online about the clinic
• They were searching for trustable and credible dentists
• They were also searching for dentists who offer more
complex dental services like implants and full-mouth
restoration
• They would like an option of booking an appointment
online

8. TheStrategy
Understand
your target
audience
Build what
they need
Get into
action
Review and
rework

9. Buildwhattheyneed
1
2
3
4
Content
Paid
Marketing
Patient
Management
System
Content
Management
System
Create content which was being searched by your
potential target audience
Create a CMS to modify and update content for
easy maintenance
Create a paid marketing plan based on keywords
being searched
Create a patient management system for booking
appointments online

10. Buildwhattheyneed
1
2
3
4
Content
Paid
Marketing
Patient
Management
System
Content
Management
System
• Content which was being searched by the
potential target audience was created
• Each service was described in detail, with
pictures, procedures, pros, cons and options
• SEO optimisation was done at both the content
and the code level

11. CMSScreenshots(more…)

12. CMSScreenshots(more…)

13. CMSScreenshots(more…)

14. Buildwhattheyneed
1
2
3
4
Content
Paid
Marketing
Patient
Management
System
Content
Management
System
A CMS was created to easily modify and update
content

15. Buildwhattheyneed
1
4
Content
Patient
Management
System
• We created a paid marketing plan based on the
keywords being searched by actual prospects
• Based on the requirement, CPC bidding was
chosen
• Added boundaries like displaying the ad only in
Mumbai and showing the ad only from 9:30am
to 9:30pm
• Added baits to click like Location Extensions,
Structured Snippet extensions, Sitelinks
extensions, Callout extensions and Call
extensions & Message extensions for mobile
devices
2
3
Paid
Marketing
Content
Management
System

16. Buildwhattheyneed
1
3
Content
Paid
Marketing
We created a patient management system for
booking appointments online and maintaining their
medical history
2
Content
Management
System
4
Patient
Management
System

17. TheStrategy
Understand
your target
audience
Build what
they need
Get into
action
Review and
rework

18. GetIntoAction
• The content rich pages were made live and the traffic on
these pages was being monitored
• A popup was added to offer the option of easy
appointment booking
• We took constant feedback from Orthosquare about
their practical usability regarding the patient
management system
• Budget was added to the paid marketing campaign, and
its performance was being closely monitored

19. TheStrategy
Understand
your target
audience
Build what
they need
Get into
action
Review and
rework

20. ReviewandRework
• We made changes to the website pages that look
relevant to the users when they land
• Coding customized scripts on Google Adwords backend
to optimize the bidding money; saving 15-20% of the
Adwords money spent per click
• User search pattern changes very often, understanding
and mining user search queries is an everyday job
• Improving the Quality score of each keyword and
maintaining knowledge on the search patterns

21. Thanks!
A Case Study by
Email us at:
dhruv@togglebytes.com
Call us at:
+91 90295 60949
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