One step towards 320000 smiles!

Dental businesses are ubiquitous these days in our cities and towns. But there are only a few that provide high-quality treatment and more importantly, at affordable prices. One such is Dr.Smilez Dental Center which is a chain of clinics across Chennai & Pondicherry. They have a team of over 100 experienced dental surgeons and award-winning doctors. Being an established business, they wanted to expand further, connect to more customers and drive growth. The tried and tested ways like newspaper ads, TV commercials, referrals, word of mouth, etc., were not matching up to the lofty goal they had set for themselves – Their mission is to reach out to 320000 smiles every year! Their mission became BLeap’s mission when they approached us in December 2020.

We got started with smart social media campaigns. Starting a Facebook ad campaign is fairly simple but it has to serve its intended purpose. Firstly, we had to draw up a plan that was cost-effective and at the same time delivering maximum value. We had a clear focus and went ahead with a simple strategy. Targeting outside of the focus market could be wasteful so we carefully debated and considered specific variables – Our target market would be persons living in and around Chennai & Pondicherry, within specific age groups depending on the creativity being used, speaking Tamil or English (languages are widely spoken in the region) and interests in dental care, cosmetics, tooth fixes, etc.,

We started the campaign in December ’20 with a minimal budget of 1000 INR and we were able to reach 87,000 users immediately. Unfortunately, it did not generate any solid leads. We knew we had to revamp our approach to see some good numbers and we did just that and saw positive results. By January 2021 we only had to increase our budget to around 6000 INR but the reach was an astounding 3,00,000. At the end of the period, 15 customers traveled through the funnel. Also, an estimated 70,000 users would have remembered seeing the ad within 2 days. So there is still a possibility that they might recollect sometime in the future the brand of Dr.Smilez and therefore convert into a potential customer. We also engaged regularly with Facebook users through posts, videos, and informative content which garnered attention among them.

Simultaneously, we ran Search Engine Marketing campaigns to further boost Dr.Smilez’s customer base. We set out to market the business using paid advertisements that would appear on search engine results pages (SERP) such as Google. We began with comprehensive research as part of our keyword management strategy. We identified keywords that are relevant to Dr. Smilez’s business and that prospective customers are likely to use when searching for their services such as “Dental”, ”Tooth”, ”Clinic”, ”Chennai” etc. We also developed necessary negative keywords and high commercial intent. Subsequently, text ads and visual ads were designed. We positioned our CPC Bid accordingly. Finally, we were all ready to go live.

The costs incurred in December 2020 were around 11,000 INR and the ads were displayed (impressions) in the SERP over 10,000 times. 750 users clicked through the ad and the final conversions stood at 8. We probably needed a boost so, in January 2021, we increased the budget to around 22000 INR and the impressions were around 12,000 which was good to see. Finally, we took it up a notch and allocated 24000 INR in February which generated some great numbers – around 50,000 impressions, over 2000 interactions, and 40 conversions. Which meant 40 dental appointments at Dr.Smilez were almost guaranteed. Also, the cost per click reduced from 14.6 in December ’20 to 10.6 in February ’21.

Paid advertising on Social media platforms or on Search engines can be quite tricky. Maximum spending on ads doesn’t guarantee maximum visibility and conversions. We at Bleap don’t go all guns blazing and shell out a lot of money not knowing if it will yield the expected returns. We take a calculated step-by-step approach. We test the waters first in the initial stages of the campaign and if needed, develop an alternate strategy. Dr.Smilez is one among many clients who keep us smiling.

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