Combating a steady decline in website traffic
Challenge
Yale Medicine is the clinical practice of the Yale School of Medicine. They are the largest academic multi-specialty practice in New England. PBJ Marketing worked with Yale Medicine, with a focus on their Fertility Clinic. This clinic was nowhere to be found in search results and was seeing a steady decline in website traffic.
Solution
PBJ Marketing approached a campaign for Yale Medicine from two fronts: Facebook and Google targeting and awareness. Their main audience were people with interest in parental magazines, reproductive health, reproductive medicine, pregnancy, fertility, adoption, LGBTQ adoption, LGBTQ couples, and other similar options. Facebook offers a variety of granular targeting which enables them to get to individuals from different interest groups, communities, backgrounds etc. PBJ wanted to utilize different images for different audience groups that way the ads are more relevant to the target audience. Within their Google Search awareness campaign,PBJ relied on the target audience to search for keywords that most pertain to content that will trigger ads on Google’s search result page. So the key strategy was to think like their audience would when searching for a fertility center and bid on those keywords to target them.
Results
Thanks to the campaign with PBJ Marketing, Yale Medicine saw, with a $3 avg Facebook Cost-Per-Click and $1.70 avg Google Cost-Per-Click, an increase of over 16,000 in website conversions!
PBJ Marketing
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