Digital marketing agency Online Marketing Gurus, which was founded by Andrew Raso in Australia 12 years ago, and now serves clients in the Middle East region has revealed details on its recent campaign to increase footfall for the American Medical & Dental Centre branch in Dubai Healthcare City by 20 per cent in six months.
To meet the client’s objectives, the digital marketing agency ran an always-on digital campaign, as well as ad hoc campaigns, such as Black Friday deals.
Speaking to Campaign Middle East, the Founder and Global CEO of Online Marketing Gurus, Andrew Raso, said, “The key metric for measuring campaign success is conversions. Each month, our goal was to increase the total number of conversions, particularly branch visits at Dubai Healthcare City.”
Sharing details on how the paid search and account development plan was rolled out, Raso shared that the project began with a detailed audit of the client’s accounts, including Google Ads and Google Analytics, in order to identify issues that may be hindering the achievement of the client’s goals.
“Once the audit was complete, we conducted market analysis, researching high-performing keywords, competitor strategies and an optimal campaign approach to help meet the client’s objectives,” Raso added.
As part of its strategy development, the Online Marketing Gurus team created ad copy and structure. Once this was finalised, the agency conducted an audit and quality assurance (Q/A) process by the Paid Search Manager. After the review, the team uploaded the campaigns and went live through the Google ads platform.
“When we first took over the account and conducted a thorough audit of its structure, keywords, copywriting, landing pages, conversion tracking, and bidding strategies, the account received an overall score of 59 per cent. This highlighted several key areas in need of improvement,” Raso explained.
“To address these, we restructured the account by launching new campaigns such as Performance Max and Demand Gen, and continuously tested various bidding strategies until we identified one that delivered both a high volume of conversions and the quality the client desired. Additionally, we introduced new high-performing keywords and crafted highly engaging ad copy to further optimise performance,” he added.
Commenting on the always-on campaign, Raso concluded, “We maintain regular communication with the client and monitor lead quality on a weekly basis. This continuous feedback allows us to optimise campaigns by identifying top performers and making adjustments to those that require improvement.”
