SEO Case Study: Roots Health Clinic
Americka 831/24
Praha 2, 120 00, CZ
SEO Case Study: Roots Health Clinic
Overview
Roots Health Clinic, located at Americka 831/24, Praha 2, 120 00, Czech Republic, offers comprehensive health services designed to cater to a diverse clientele. To further its mission of reaching a broader audience, the clinic sought to increase website traffic and improve lead generation through targeted Google and Facebook Ads campaigns aimed at a countrywide Czech audience.
Website: https://www.rootshealthclinic.cz/
Objectives
- Increase website traffic: Drive significant and consistent visitor growth to the clinic’s website.
- Enhance lead generation: Increase inquiries and appointments through the website.
- Broaden audience reach: Target potential clients across the Czech Republic using digital advertising.
Strategy
The campaign was structured around two key advertising platforms, Google Ads and Facebook Ads, leveraging their unique capabilities to achieve the clinic’s goals.
1. Google Ads Strategy
- Search Campaigns:
- Identified high-performing keywords such as “health clinic Prague,” “holistic health services,” and “Czech health care.”
- Created compelling ad copies focusing on Roots Health Clinic’s unique services and competitive advantages.
- Optimized for local and countrywide searches with geo-targeting settings.
- Display Campaigns:
- Designed visually appealing display ads featuring the clinic’s services, facilities, and promotional offers.
- Targeted health-conscious audiences based on browsing behavior and interests.
- Performance Metrics Tracked:
- Click-through rate (CTR)
- Conversion rate
- Cost per conversion
2. Facebook Ads Strategy
- Audience Segmentation:
- Leveraged Facebook’s demographic and behavioral targeting to reach Czech residents interested in health and wellness.
- Created custom audiences using website traffic data and lookalike audiences for broader reach.
- Ad Formats:
- Carousel ads highlighting multiple services offered by the clinic.
- Video ads showcasing patient testimonials and the clinic’s holistic approach to healthcare.
- Performance Metrics Tracked:
- Engagement rate
- Cost per click (CPC)
- Website conversions
Execution
- Campaign Setup: Ads were carefully set up with A/B testing for ad copies, creatives, and targeting parameters.
- Landing Page Optimization:
- Improved the website’s speed and mobile responsiveness.
- Ensured clear call-to-action (CTA) buttons like “Book Appointment” and “Contact Us.”
- Added testimonials and case studies to build trust.
- Budget Allocation: Allocated a monthly ad spend based on campaign performance trends, with 60% for Google Ads and 40% for Facebook Ads.
Results
Key Metrics Achieved:
- Website Traffic:
- Increased by 150% within the first three months.
- Sustained a 20% month-over-month growth in organic and paid traffic.
- Lead Generation:
- Achieved a 70% increase in inquiries and appointment bookings.
- Ad Performance:
- Google Ads achieved a CTR of 6.5% with a cost per conversion of €4.80.
- Facebook Ads recorded a CPC of €0.70 and a conversion rate of 12%.
Insights:
- Search campaigns drove the highest intent traffic, while Facebook ads were effective for brand awareness and engagement.
- Video ads on Facebook performed 30% better in engagement compared to static images.
Conclusion
The digital advertising campaign for Roots Health Clinic successfully increased website traffic and lead generation by targeting the Czech Republic’s health-conscious audience. By combining the strengths of Google and Facebook Ads with ongoing optimization, the clinic not only enhanced its online presence but also solidified its reputation as a premier health service provider in Prague and beyond.
Recommendations for Future Growth
- Expand Targeting: Introduce campaigns targeting expatriates and English-speaking audiences in the Czech Republic.
- Content Marketing: Integrate a blog with health tips and clinic updates to boost organic traffic.
- Retargeting Campaigns: Leverage retargeting strategies to re-engage users who visited the website but did not convert.
- Analytics Integration: Use advanced analytics tools to track user behavior and refine campaign strategies further.
Roots Health Clinic is now positioned to continue its growth trajectory, reaching more patients and fulfilling its mission to provide top-tier health services across the Czech Republic.
