Taking over Digital Marketing during COVID: A Case Study

Before Today’s Business took over the SEM for Raleigh Orthopaedic Clinic the only keywords that drove conversions were brand name keywords. In other words, the practice was spending money on clicks for users who were searching for “raleigh orthopaedic clinic” and other similar branded keywords. A lot of these people were likely already patients or had intentions of becoming a Raleigh Orthopaedic Clinic patient. 

Today’s Business adjusted the Google Ads budget to focus on acquiring new patients who may not be familiar with Raleigh Orthoapedic Clinic. You will see below that after Today’s Business adjusted the SEM campaigns the practice went from getting nearly all conversions from branded search terms to now having a healthy mix of branded vs. non-branded search term conversions.

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