MyBreast Paid Search Case Study
Automated bidding and audience personalisation improves conversions by 168% in 4 months
Client
MyBreast are the UK’s premier cosmetic surgery group, founded by five leading plastic surgeons, providing the very highest standards and plastic surgery procedures, with lifetime aftercare.
MyBreast offer services for both women and men, from across a number of clinics in Greater London, Essex and Surrey. The organisation was founded to offer the credible choice in a confusing and poorly regulated marketplace.
Enhanced algorithmic bidding
MyBreast had historically optimised their bids manually which was both time consuming and inefficient for the client, with CPL increasing two-fold over the course of 24 months. With now algorithmic bidding in place, MyBreast proved highly ineffective with on bids on high performing keywords which were not high enough maximise volume of leads and on the other a lot of wastage on non-performing across low volume campaigns which were difficult to optimise manually because of limited traffic data.
Lead volume pre and post bid strategy overall
After a comprehensive audit of the existing paid search account and optimisation processes, the paid search team hypothesised that by using the power of AI for bidding, it would be possible to decrease the cost per lead while increasing overall conversions.
After a successful test, the new automated bidding strategies were rolled out across all non-brand campaigns with different CPL target depending on the value of the procedures. Ultimately, cost rose 137% total, when compared to the previous period. However, cost per lead came down 11%, and conversions came up by 168% as we focused investment on converting clicks.
Advanced audience personalisation
Cosmetic surgery being a sensitive interest category in Google Ads which prohibits the use of audience data such as remarketing for personalised advertising, MyBreast historically communicated identically to all audiences regardless of their needs and wants, or of their respective value for the business.
Having audited segments in Google Analytics, we found that gender was a key factor influencing what procedures users searched and how likely they were to convert.
With all traffic for non-gender specific terms (e.g. plastic surgery) directed to landing pages heavily skewed towards female and with high bounce rate for male, we made the hypothesis that MyBreast could benefit from offering a personalised experience for each gender.
A test was launch splitting traffic by gender for high volume non-gender specific campaigns to allow for ad copy and landing page personalisation. With better, more relevant ad copies and landing pages, campaigns saw an increase in CTR of 5.2% and increase in conversion of 8%.
Results
Automated bidding and audience personalisation improves volume of leads by 168% in 4 months. The impact of this new strategy stretches beyond a lead increase. MyBreast has reported an increase in consultation and surgeries which helped increase revenue from paid search. By changing the strategy, not only did we increase volume but the quality of leads as well which helps MyBreast increase share of revenue in a declining search market.
“Working with trusted partners has always been important so when Remy and Sergi announced they were setting up Standout Digital I did not hesitate in introducing a key client to them. Standout Digital’s multilingual team have certainly not let me down. Transforming MyBreast ad words accounts with their incredible experience and service to achieve outstanding results has been a pleasure to experience. I will not hesitate to introduce other clients and recommend their services.”
