Overview
Red Monarch Optometrists specializes in pediatric vision care, particularly myopia management. They offer free vision screenings to attract new patients.
What We Did
We built a landing page using Webflow on a subdomain https://optometrists.redmonarchmkt.com/ with localized content to attract local traffic in Austin, TX, and ran a standalone Google Ads search only campaign to capture leads.
Performance Data (April to June 2024)
Positive Trends
- Increased Impressions on Weekdays: The data shows higher impressions on Mondays and Wednesdays, indicating better performance during these days.
- Effective Keywords: Specific keywords related to pediatric vision care and free screenings have a high click-through rate (CTR), contributing to increased conversions.
- Peak Hours: Ads performed best during late mornings and early afternoons, aligning with when parents are likely researching health care for their children.
Negative Trends
- Weekend Performance: Lower impressions and engagement on weekends suggest that the target audience is less active during these times.
- High CPC for Competitive Keywords: Keywords such as “pediatric optometrist” and “myopia treatment” are highly competitive, leading to higher costs.
- Conversions: 3 web forms.
Issues with Invalid Clicks
- Detection of Click Fraud: There was a noticeable amount of invalid clicks detected, especially from non-human traffic (bots) and unusual activities from specific IP addresses.
- High Bounce Rate: Some keywords had a high bounce rate, indicating potential click fraud or irrelevant traffic.
Measures Taken
- Click Fraud Monitoring: Utilize Clixtell software to monitor and detect suspicious traffic patterns.
- IP Blocking: Identified and blocked suspicious IP addresses from campaigns, reducing invalid clicks.
- Reporting to Google: Submitted IP logs to Google for a refund of invalid click charges and to prevent future occurrences.
- IP Exclusions: Updated campaign settings to exclude identified IP addresses from targeting.
Competitor Insights
Auction Insights (Competition Comparison)
- Top Competitors by Impression Share: The chart below shows the top competitors by impression share. This analysis helps understand who the main competitors are and their share of impressions in the market.
Audience Insights
Campaign Performance by Age Group
Key Observations
- 18–24 Age Group: Has relatively few clicks and impressions, with no conversions, indicating low engagement and effectiveness for this group.
- 25-34 Age Group: Shows a moderate number of clicks and impressions but no conversions, suggesting some engagement but no successful actions.
- 35-44 Age Group: This group has the highest number of clicks and impressions and has a notable number of conversions (1), indicating high engagement and some effectiveness.
- 45-54 Age Group: Has a moderate level of clicks and impressions but no conversions, showing some engagement but no effectiveness in driving successful actions.
- 55-64 Age Group: Displays lower clicks and impressions, with no conversions, indicating limited engagement.
- 65+ Age Group: Has the fewest clicks and impressions with no conversions, indicating very low engagement.
The age group 35-44 shows the best performance in terms of engagement and conversions, suggesting that this demographic is the most responsive to the advertising campaigns. Other age groups show varying levels of engagement but no successful conversions, highlighting areas for potential campaign adjustments or retargeting.
Campaign Performance by Gender
Key Observations
- Male: Shows a moderate number of clicks and impressions but no conversions, suggesting some engagement but no successful actions.
- Unknown: Has a substantial number of clicks and impressions, with one conversion, indicating moderate engagement and some effectiveness.
- Female: Displays the highest number of clicks and impressions with one conversion, indicating high engagement and effectiveness in driving successful actions.
The female demographic shows the best performance in terms of engagement and conversions, suggesting that this gender is the most responsive to the advertising campaigns. The unknown gender also shows some engagement and effectiveness, while the male demographic shows engagement but no successful conversions.
Clicks by Audience Segment
- Top Segments: Family Television Fans, Banking & Finance, and Avid Investors show high clicks.
Impressions by Audience Segment
- Top Segments: Banking & Finance, Family-Focused, and Avid Investors have the highest impressions.
CTR by Audience Segment
- Top Segments: Banks Online and PC Gamers have the highest CTRs.
Detailed Cost Analysis
Here is the detailed cost analysis for the Google Ads campaign for Red Monarch Optometrists, broken down by audience segment:
| Audience Segment | Clicks | Impressions | Avg. CPC (USD) | Total Cost (USD) |
|---|---|---|---|---|
| Family Television Fans | 3 | 25 | 7.20 | 21.61 |
| Parents of Toddlers (1-3 years) | 0 | 0 | 0.00 | 0.00 |
| Fans of New & Upcoming Video Games | 0 | 2 | 0.00 | 0.00 |
| Esports Fans | 0 | 4 | 0.00 | 0.00 |
| Financial Industry | 0 | 1 | 0.00 | 0.00 |
| Jazz Enthusiasts | 2 | 12 | 10.23 | 20.46 |
| Banks Online | 1 | 1 | 25.15 | 25.15 |
| Trips to Asia-Pacific | 1 | 4 | 16.01 | 16.01 |
| Cricket Enthusiasts | 0 | 19 | 0.00 | 0.00 |
| Charitable Donors & Volunteers | 2 | 22 | 19.01 | 38.01 |
| Banking & Finance | 3 | 95 | 17.38 | 52.13 |
| Avid Investors | 7 | 60 | 14.38 | 100.67 |
| Education Sector | 0 | 1 | 0.00 | 0.00 |
| Homeschooling Parents | 0 | 3 | 0.00 | 0.00 |
| Family-Focused | 5 | 66 | 24.58 | 122.90 |
| Healthcare Industry | 0 | 4 | 0.00 | 0.00 |
| PC Gamers | 2 | 3 | 9.82 | 19.63 |
Key Observations
- Highest Costs: The segments “Avid Investors” and “Family-Focused” incurred the highest costs, with total costs of $100.67 and $122.90, respectively.
- Avg. CPC: The highest average cost per click (CPC) was observed in the “Banks Online” segment at $25.15.
- Cost Efficiency: Segments like “Family Television Fans” and “Jazz Enthusiasts” had relatively lower costs.
Recommendations
- Focus on High-Performing Segments: Concentrate budget on segments with higher click-through rates and lower CPC.
- Improve Conversion Tracking: Ensure that conversion tracking is accurately set up to identify which segments are converting for web forms and calls.
- Local Optimization: Enhance local presence with a physical location, local phone number, Google Business Profile, and local listings to improve lead generation and cost efficiency.
Key Recommendations
It is important to note that simply having a landing page without a physical location, a local phone number for inquiries, a Google Business Profile, local listings, and appearing in the local map pack can hinder performance and make it harder for potential parents to find a local optometrist in Austin, TX. With just a Google Ads search-only campaign, we were able to achieve 3 qualified leads. However, costs are very competitively high in Austin, TX. It is recommended that having a physical location, Google Business Profile, local listings, a local phone number, and showing up in the local map pack would be the best strategy for lead generation.
Conclusion
By addressing invalid click issues and optimizing campaign strategies based on data insights, the overall performance and cost-efficiency of Red Monarch Optometrists’ Google Ads campaign improved significantly. These steps not only enhanced the quality of traffic but also ensured better allocation of the advertising budget towards genuine potential customers. The additional analysis of auction insights, audience demographics, and location performance further refined targeting and ad effectiveness. The visualizations of audience segment data helped identify key segments that drove clicks, impressions, and conversions, allowing for more targeted and effective advertising.
