AdventHealth Conversions Up 93% Despite Rebrand

X-Ray Of Hand.

Localized Search Has Vital Signs Up


Net Conversion drives traffic at scale for six geographic regions and new subspecialties while AdventHealth undergoes rebrand.


Situation


AdventHealth wanted to deliver steady traffic to its medical offices while undergoing a massive rebranding campaign across all facilities and multiple states. Our first challenge was to drive traffic at scale and beat its own robust 2018 Paid Search results, while still managing each stakeholder as an individual business. The second challenge was to deliver major growth in Search Awareness for the rebranding. Lastly, since the two separate initiatives would run simultaneously, it was crucial that we maintain performance, while preventing brand confusion in the public’s mind, and providing clear reporting and analytics for the client’s many stakeholders.

Objective


  • Increase conversions by +30% across six geographic regions and a large number of subspecialties and campaigns 
  • Build brand awareness in the face of AdventHealth’s rebrand, as measured by brand search demand and click through rate (CTR)
  • Increase brand search demand by +5x and CTR by +20%

Implementation


To successfully run hundreds of very niche, medical specialty campaigns at the same time as a complete rebranding effort, we had to make sure that all KPIs were aligned and our audiences were clearly defined. We also designed our bid strategy, messaging, segmentation and optimizations in a way that would allow for customized, but automated reporting. For example, we used Google Ads to manage the ads for the Volume Search Advertising initiative, where we implemented a script that picked the top 3 performing ads in each ad group and paused the rest. We used Google Analytics and Google Data Studio for automated reporting, which allowed us to build dashboards for micro-conversions, or detailed location extension performance metrics.

For Search Awareness, we tested “Will Soon Be” and “Is Now” messages using Google Ads. We leveraged analytics to recommend bidding changes and Google Trends to track brand search demand.

Results


In the ongoing Paid Search campaigns, we were tasked with generating traffic at scale, with the number of subspecialties and campaigns increased by 43% and 66%, respectively. Our agency met the challenge with flying colors, delivering +59% clicks, +93% conversions, and -12% CPA year over year. The KPIs for the Search Awareness campaign were tied to brand awareness and lift, with our efforts driving +171% impressions, +44% CTR, and +13x brand search demand.

59%

Increase in Clicks

93%

Increase in Conversions

12%

Decrease in CPA

13x

Increase in Brand Search Demand



NC HQ


We are one of Orlando’s coolest data-driven digital marketing agencies, and we needed an office to reflect that.




Our 11,844-square-foot office features a three-story open floor plan and nine rentable meeting and office spaces for employees to space out or collaborate. And our fully stocked basement bar and lounge, Murray’s, provides the perfect atmosphere to wind down after a long day.


Net Con Pop Culture


Pop culture is found throughout our office, but most notably in our love for film, and by film, we mean Bill Murray.




The Net Conversion office takes a humorous approach to the culture at work with the theme of our offices and meeting spaces, which feature names like “Ghostbusters,” “Groundhog’s Day,” and the office of “Big Ern McKraken.” The trend continues to our downstairs lounge appropriately named “Murray’s.”



Our Relentless Attitude On Display.

Want To Be The Next? Let’s Get Started!


Who knows, you could be our next case study.




Net Conversion gets in the trenches with each brand we work with, creating new, data-driven marketing strategies that drive superior long-term results.