Cooper and Inspira
Leveraging PPC to boost site traffic by 2300% in eight months
Challenge
Identifying efficiencies and growth opportunities amid rising digital demands
Cooper and Inspira Neuroscience provides expanded access to advanced treatments for the brain, spinal cord, and nervous system, aiming to deliver top neurological care to communities in South Jersey and beyond.
Havit took over Cooper and Inspira Neuroscience’s PPC/SEM program mid-year with a fixed monthly budget, aiming to increase conversions measured by new-patient form submissions and calls.
The website for click-throughs was part of a larger content strategy. Core features like scheduling, locations, and provider search were complete. Additional neuro condition details were being developed and reviewed.
Solution
A targeted content strategy and performance monitoring lead to success
Havit created a strategy to optimize targeted keyword performance and immediately improve SEM for paid and organic search.
Revised ad copy
Havit focused on key features and solutions in ads to boost local search rankings.
Blog development
Havit boosted website traffic and saved time by implementing a workaround to publish blog posts on trending ad campaign topics, which were also promoted on social media.
Campaign refinement
Havit restructured campaigns to focus on overlooked areas, such as keyword refinement, geo-targeting, and precise conversion tracking.
Keyword optimization
Single keyword ad groups, for neuro conditions, helped optimize CI Neuro’s SERP rankings and generate more leads.
Impact
Favorable metric increases, while staying below industry CPA threshold
By the end of the calendar year, eight months after taking over PPC/SEM in April, search performance results had improved significantly compared to all benchmark results set in the previous year.
- Click through rate increased from 4.5% to 10.1%
- Conversion rate increased from 23.4% to 63.2%
- Total users 2300% increase
- Returning users 973% increase
- Engaged sessions 14% increase
