Spire Healthcare | Pay Per Click
The Media Agency Group team were tasked with finding an effective channel for Spire Cheshire Hospital to drive web traffic and brand awareness. After researching the client and audience, we proposed Facebook to help target a more mature audience and help us target people with disposable income at the lowest cost.
Detailed targeting plans to include several reasons as to why an individual would want Private Healthcare. From here we took first and third party data to profile these people and match this to our research.
The Affluent Cheshire area is expensive to target, we looked at various different targeting strategies to help drive down costs and help the clients conversions.
- Driving down cost by refining targeting interests
- Changing copy to create more ‘click urgency’
- Segmenting those more likely to have an interest within the hospital catchment area
- Expanding out creative to give more campaign variation and act upon our insights.
Cost Per Click started at £0.91 in week one and dropped to £0.42 by the end of the campaign. By reducing the costs by more than half, we more than covered our agency cost and provided the client with much more brand awareness, website traffic and leads!