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  • Client:
    Modpod Sports Podiatry
  • Industry:
    Podiatry
  • Skills:
    Web Design & Development, Content Marketing, SEO, PPC

Challenge:

ModPod offers all types of podiatry services and physiotherapy to people in Sydney. As it continues to expand the business ModPod wanted to spend less money on paid digital advertising that wasn’t generating the ROI they were looking for but wanted to still increase their brand awareness.

OMD conducted a comprehensive audit of the ModPod’s Google Ads campaign and identified the following issues;

  • The Google Ads campaign was poorly set up with no clear structure to the various campaigns, ad groups with relevant keywords leading to conflicting and missed Google Ads opportunities.
  • General settings for maximizing budgets are key devices and day of week bid adjustments that bring in the most conversions have been set up incorrectly.
  • There were no relevant specific landing pages for various keyword groups

To build an effective Google Ads campaign that converts, we would need to restructure the existing campaign set-up to utilize current best practices assisted by the data that has identified current good performing ads copies, keywords and negative keywords list.

Solution:

OMD helped ModPod launch an effective SEO campaign that improved its visibility through organic search, then watched it rise up the ranks.

Before OMD could help generate results for ModPod, we realized that first the website required a complete overhaul to be aligned with best SEO practices. It needed to naturally catch the attention of Google and other search engines for it to then be noticeable to future patients.

After optimising the website with SEO best practices, OMD got to work implementing high-quality link building with reputable websites. It also got into the nuts and bolts of the back end of ModPod’s website creating optimized page titles, alt tags, page content, metadata, and other content targeted around specific keywords.

As a result of our SEO efforts we managed to bring ModPod to top positions for high demand keywords such as “bunion treatment sydney”, ”fungal nail treatment Sydney”, “podiatrist sydney cbd”, “sport podiatrist sydney”, “podiatrist Mosman”, etc.

To build an effective Google Ads campaign that converts, we had to restructure the existing campaign set-up to utilize current best practices assisted by the data that has identified current good performing ads copies, keywords and negative keywords list.

We created a branded Google Ads campaign to cover branded search terms that prevent competitors from stealing traffic. We also created campaigns to re-target returning visitors and make sure that the ads appear on the top of Google the next time they search for podiatry services.

Results:

  • 70% increase in brand conversions
  • 40% decrease in CPA
  • 65% increase in organic traffic
  • 120% increase in online appointment bookings
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