Adora Fertility is one of Australia’s leading IVF providers, focusing on providing patients with the most value & excellence in patient care at a more affordable cost.
Adora reached out to Search Insights & 121 Group to improve all facets of their digital marketing mix including Search Engine Optimization (SEO),Paid Search Engine Marketing (SEM), Paid Social Media Marketing & Graphic Design.
Leads generated via SEM
Leads generated via Paid Social
Increase in organic traffic
Adora Fertility were looking to increase bookings across all four of their centres in metro markets within Australia being; Sydney, Melbourne, Brisbane & Perth. This necessitated focusing on both a long term and always on plan to ensure consistent acquisition of new customers mixed with specialised campaigns during certain months of the year to rapidly grow the brand’s reach.
With Adora’s long term goals in mind, the Paid Social team designed and implemented a new advertising strategy for Adora to generate consistent leads every day with an ‘always on’ approach rather than only attempting to capture traffic & generate leads on & around key dates or events. In order for the channel to succeed, an entire creative refresh was also completed, utilising large text and etched out images in Adora’s brand colours to create ads that stood out to our target customer at each relevant stage of their sales funnel.
Meanwhile, the SEM team combined both Awareness & Conversion campaigns in order to utilise the channel to it’s full capability by launching numerous successful marketing campaigns across Google’s Display, Search YouTube networks.
The SEO team made use of a two part process to increase Adora’s organic search visibility, first optimising their entire website, then in phase two; identifying new pages, conducting an in-depth competitor analysis & finally optimising their GMB listing.
After the digital strategies were implemented, Adora Fertility saw substantial improvement to their online visibility and further increased scope to garner leads online.
The Search Engine Marketing team has garnered over 7,750+ leads (YTD 2022), which are a combination of appointments & phone calls. All this whilst simultaneously reducing cost per acquisition by an average of $10 since implementing the new strategy, bringing the average CPA to $23 Australia-wide. A typically underutilised channel in the vertical, The Paid Social team generated 600+ quality leads (YTD 2022) at an average $45 CPA.
The design refresh ultimately led to a 225% lift in leads from Paid Social when contrasting month on month (1st – 10th July vs 1st – 10th August) & The SEM channel also saw a major increase in terms of CTR from display campaigns lifting from 0.67% to 1.23%.
Finally, the Search Engine Optimisation team has built over 120+ quality links to the Adora Fertility since starting their campaign in 2019 & the organic traffic increases are listed below
2019 (Year 121 first begun work) vs 2022:
- Organic Traffic – increased 109%
- Organic Keywords – increased 148%
- Referring Domains (through link building) – increased by 92%