Digital Advertising Campaign Strategy & Analysis to support industry event marketing activity

1. Objective
Bring awareness of Wellevate to Chiropractors
seeking a platform to order supplements and
communicate with patients for their practice
Ads run across Google Search Network & Search
Partners during The National by Florida
Chiropractors Association (FCA)
August 16-29, 2018 – Hyatt Regency Orlando
Exhibitor | Booth #418 | Expo Hall
Target conference attendees searching
within 15 mile radius of Hyatt Regency Orlando
including airport and greater Orlando area
transportation to venue
1

2. Target Audience
Chiropractors:
➢ Treatment includes spinal manipulative therapy, acupuncture,
physical therapy, clinical massage, nutritional counseling, fall
prevention
➢ Focus on health foundations, take a musculoskeletal approach
➢ Aim to reduce pain, aching, tension, inflammation due to patient’s
overexertion
➢ Support spinal health
➢ Restore joint & muscle function
➢ Support muscle relaxation
➢ Support digestion, boost energy
➢ Support patient’s daily health by filling dietary gaps, deficiencies:
vitamins (A,C,D3), protein, probiotics, phytonutrients
➢ Time constraints: Time required to assess patient, create
appropriate protocols, counsel the patient, monitor patient
progress
➢ Lack of cost-benefit ratio to incorporate nutritional counseling into
practice
2
“About one-half of the U.S. population and 70% of adults ≥ 71 years of age use dietary supplements; one-third use multivitamin-multimineral
dietary supplements.” - NCBI
“Most common reason for older adults seeking chiropractic care is musculoskeletal pain, lower back pain, neck pain, knee pain.” – NCBI
Use Wellevate to:
➢ Provide patients with highest-quality supplements needed for whole body
healing & recovery
➢ Prevent pain and alleviate symptoms with effective protocols
➢ Access standardized protocols for common conditions
➢ Empower patients to continue purchasing supplements directly from your
practice, adhering to your recommendations
➢ Attach dietary plans, nutritional advice, strength and range of motion
exercises, balance and coordination technique (older patients)
➢ For convenience! Set personalized product recommendations, protocol
instructions and refill reminders for patients
➢ Utilize front desk / admin staff tasks to promote Wellevate among patient
body, help drive patient adoption of the platform
➢ Generate additional source of income at point of care
➢ Increases revenue, patient satisfaction, better outcomes for practice and
patients

3. Campaign Settings
Location-based targeting:
15 miles to include airport and greater Orlando area for transportation to venue at Hyatt Regency Orlando
9801 International Dr, Orlando, FL 32819
Device Bid Adjustment:
Bid higher on mobile searches +25%
Custom Ad Scheduling:
6 days total run of campaign
Wednesday August 15: 3:00pm-10:00pm ET
Thursday August 16: 7:00am - 7:00pm ET
Friday August 17: 7:00am - 7:00pm ET
Saturday August 18: 7:00am - 7:00pm ET
Sunday August 19: 7:00am - 5:00pm ET
Monday August 20: 7:00am - 3:00pm ET
Ad Rotation:
Rotate all ads evenly to gauge most effective messaging
Bid Type:
Maximize clicks to drive traffic to the site
$5.00-$6.50 AVG CPC (May bid up to 30% higher for searches it believes are more likely to convert)
Overall Budget: $250 / Day
Standard spread throughout the day
3
Ad Schedule:

4. Target Keywords
4
Target Keywords:
Which search terms would Chiropractors use to find conference
information?
Include the name of the target location in the ad, preferable in the title. If
the ad text matches the user’s search query, the relevant ad text will
appear in bold, which helps the ad stand out on the page. To maximize this
benefit, use the most specific location possible in ad copy to let users know
your ad is more relevant to them than competing ads.
Conference Keywords:
The National by FCA 2018, FCA National Conference, Florida Chiropractic
Association, Florida Chiro Assoc, FCA Annual Convention, FCA
Convention 2018, FCA Orlando 2018, FCA Chiropractic Conventions, FCA
Orlando, FCA National, FCA National Convention, Chiropractic
Conventions, Chiropractic Tradeshows
Negative Keywords:
Website, Registration, Login, Promo Code, credits, classes, Fellowship of
Christian Athletes, FCA Financial, Christian Websites, FCA Chrysler,
Careers, Fellowship, Faith Christian Academy, Delta Sigma Theta, Farm
Credit Association, Farmers Association, First Class Automotive, Soccer,
athletes

5. Landing Page Banner
5
With little time to produce and tapped for resources, we did not create a
unique landing page for this campaign. We added a promo banner
directing traffic to our booth at the conference with the following
information:
Exclusive Offers for Chiropractic Physicians
The National by FCA 2018
Booth #418 | Expo Hall
Hyatt Regency, Orlando, FL.
August 16-19, 2018
Lives here: http://edu.wellevate.me/meet-wellevate-fca/

6. Ad Performance

7. Overall Performance
7
Ad status Impressions Clicks CTR New
Users
Avg.
CPC
Cost
Total: Manager account 784 12 1.53% 9 $9.65 $115.82
Overall, the campaign garnered 750+ impressions (and counting!) from viewers in close proximity to the event venue. Since we were
focused on driving awareness, we wanted to get our ads in front of a captive audience, driving foot traffic to the booth. We aimed to
grab top-of-page placement within SERPs, placing our ads well-above competing advertisers. We believe we did just that!
The ads earned 12 clicks to the landing page (where there was NO explicit call to action) resulting in 9 new users to our website. The
average cost per click was higher than expected given nature of keyword bidding, expected low quality score and volume of competing
advertisers. Given low number of clicks, total costs of the campaign fell way below initial forecast of $250.00 / day, only spending $115.82
over the course of 6 days.

8. Best Performing Ads
8
Impressions 148
Clicks 5
CTR 3.38%
New Users 3
Avg CPC $8.62
Cost $43.08
Headline matches landing page
exactly. Event name prominently
listed. Description tells what
Wellevate is. Drives traffic to booth
for special event offer.
Ad earned approx. 20% of all
impressions and 42% of all clicks in
this campaign.
Average CPC was more than initially
expected ($8.62 vs $5.00) given
competition on FCA terms.

9. Best Performing Ads
9
Impressions 137
Clicks 3
CTR 2.19%
New Users 2
Avg CPC $14.68
Cost $44.05
Headline is action-oriented, using
Wellevate to reclaim patient refills.
Event name prominently listed.
Description backs up main thought in
headline. Drives traffic to booth.
Ad earned approx. 18.5% of all
impressions and 25% of all clicks in
this campaign.
Average CPC was more expensive,
given lower quality score or level of
relevancy between ad text and
landing page.

10. Best Performing Ads
10
Impressions 123
Clicks 2
CTR 1.63%
New Users 2
Avg CPC $6.77
Cost $13.54
Headline is action-oriented, giving
searchers clear call to action with
Wellevate. Description states value
of using our platform in practice.
Drives traffic to booth.
Ad was served a fair share of
impressions and earned minimal
clicks. Should not be discounted,
given there were several adds that
had 90+ impressions and NO
engagement.

11. Best Performing Ads
11
Impressions 189
Clicks 2
CTR 1.06%
New Users 2
Avg CPC $7.58
Cost $15.15
Headline is more subjective. Includes
highly-relevant key terms such as
“chiropractic” and event name.
Description states value of using our
platform in practice. Drives traffic to
booth.
Ad was served a fair share of
impressions and earned minimal
clicks. Should not be discounted,
given there were several adds that
had 90+ impressions and NO
engagement.

12. Ad Extensions
12
Level Extension
type
Sitelink text Sitelink description 1 Sitelink description 2 Impressions Clicks CTR Avg.
CPC
Cost
Campaign Sitelink
extension
Practitioner's
Guide
Download a Free Practitioner
Guide
Today. Start Earning
Tomorrow.
707 10 1.41% $10.36 $103.57
Campaign Sitelink
extension
Sign-Up Welcome to Wellevate! Set Up Your Practice's
Dispensary.
699 11 1.57% $9.87 $108.55
Campaign Sitelink
extension
Schedule A
Demo
Get Started Today with a Live
Demo.
Personalized For Your
Practice.
700 11 1.57% $9.87 $108.55
Sitelinks offer more opportunities for customers to click on and engage with an ad. Sitelinks show in a variety of ways depending on device,
position of ad, and other factors. When a sitelink extension appears with one of the ads, it shows up to 8 links, side-by-side or in a carousel
format.
In this case, our ads appeared in the very top position, so our sitelinks were shown in prominent tappable rows, with only one
sitelink on each line. All (3) sitelinks were served and clicked on an equal amount of times.

13. Auction Insights
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Auction Insights lets you compare your performance with other advertisers who are participating in the same [keyword bidding] auctions
that you are. The data above shows that our ads were successfully served and out-ranked other advertisers in SERPs. Overlap Rate
is how often competing ads received impressions in the same auction. Outranking share is how often our ads ranked higher in the same
auction as competing ads.

14. Recommendations

15. Recommendations
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1.) Consider action-oriented, value-laden statements when pitching Wellevate to chiropractors. After
speaking with SMEs, Chiropractors are pressed for time and resources when offering nutritional counseling
as part of daily routine. They are more apt to take action on our ads when a specific offer or product benefit
personalized to their needs is presented to them. [See Slide #4]
2.) Create unique landing pages with each ad campaign. We ran out of time and resources of our own to
produce a unique landing page for this ad campaign. I am certain that if we created a landing page featuring
benefits of using Wellevate for Chiropractors, all 9 new users would have spent more time on our website, if
not scheduling a demo or signing up for an account.
3) Start with well-structured campaigns. We outranked competing advertisers with laser-focused keyword
list and ad copy. We should continue to structure our campaigns in this fashion with narrow keyword list,
highly relevant ad copy and structured ad groups.
4) Bid wisely. We outbid competing advertisers with Google’s automated “maximize clicks” function and
“mobile device” bid adjustment. With maximize clicks, Google automatically set bids to help us get as many
clicks as possible within our daily budget. We used the function alongside custom ad scheduling to ensure
that clicks increased during event days and hours. We bid up to +25% more for mobile device clicks, making
sure our ads were seen by a on-the-go audience.
5) Offer additional resources. Though we’re not too concerned with the amount of website traffic generated
from this campaign, we’re pleased with the amount of clicks had on ad extensions. Viewers were interested in
the Practitioners Guide, Book A Demo and Sign Up links. Offer more product-focused content on our website
for net new prospects to learn more about Wellevate. Consider “Product Features” section to explain
Dispensary, Protocols, Refills in depth. “Industries” section to explain use cases. “FAQs” to answer tough
decision-making questions. “Blog” that points to the .edu articles, videos, etc.