The Challenge
Klinik Hana is an aesthetic clinic in the Klang Valley, offering facial, body and hair treatments. Klinik Hana had created its own website during the pandemic and started to do online marketing. It was looking to get more customers to make online bookings through its website. Meanwhile, it was aiming to get customers aged up to 50 who have stronger spending power.
Our Approach
Primal developed and executed search engine marketing (SEM) and Facebook advertising campaigns, with the primary focus of driving online bookings. This was achieved by implementing a clear and transparent tracking system, as well as optimising keywords, using audiences and maximising conversions, to maximise campaign performance in driving revenue to Klinik Hana.
On Google Search, the SEM campaigns were split into generic, brand and competitor campaigns. On Facebook, the campaigns were split into prospecting, lookalike and remarketing audiences, with custom and lookalike audiences created from Klinik Hana’s customer list. Each treatment had its own ads, including video ads.
A keyword restriction list set out the treatment terms that were limited or not allowed in the SEM campaigns. Through the campaigns, Primal turned off keywords, ad groups and ads with a high cost per conversion, added the search terms that converted, and added negative keywords and keywords in Malay. Facebook budget was reallocated between the campaigns based on monthly performance. Location and promotion extensions were added to the search ads, including one for a Raya promotion.
Bi-weekly check-ins, monthly reports and quarterly reviews, with a live dashboard, kept Klinik Hana up to date on each campaign.
Outcomes Achieved
- 450%Increase in Return on Ad Spend (ROAS)
- RM44KIncrease in Revenue
- 19,331New Users on the Website
Key Insights
- Klinik Hana wanted more online bookings through its own website, from customers aged up to 50 with stronger spending power.
- The SEM and Facebook campaigns focused on online bookings, with a clear and transparent tracking system.
- Return on ad spend rose 450%, and revenue rose by RM44K.
