The Challenge
Sim & Hooi Dental Care (SHDC) is a group of dental clinics with 3 centres in Damansara Heights, Petaling Jaya and OUG. SHDC had newly set up its websites and was looking for ways to generate more enquiries and leads, as it began to use digital marketing.
The group was founded in 1985. Its website lists the 3 centres: Damansara Heights Dental Centre in Kuala Lumpur, and Sim & Hooi Dental Centre in Petaling Jaya and in OUG, Kuala Lumpur.
Our Approach
Search Campaigns Tracked To WhatsApp
Primal created search engine marketing (SEM) campaigns and tracked WhatsApp clicks on the website.
The first SEM campaign for shdc.com.my ran for 6 months, from May to October 2021. Primal ran the search ads as separate campaigns for generic dental searches and for searches of the SHDC name.
Each conversion was a click on a WhatsApp button on the website. The reports split the clicks by button: a floating button and one button for each of the 3 centres.
Optimisation And Reporting
During the 2021 campaign, Primal added new keywords, paused keywords that performed poorly and added negative keywords over time. Ad groups with high costs and bounce rates but no conversions were paused, and the brand campaign was switched back on when searches for the SHDC name were converting in the generic campaign.
Primal shared the results through check-ins, reports and a live dashboard, and asked the clinic which leads had made appointments and which centre they had contacted, to guide the optimisation.
Primal ran the Google search ads again for 6 months from May 2022, then for 12 months from January 2023.
Outcomes Achieved
- 34.29%Increase in conversions, to 173
- 21.31%Increase in conversion rate, to 2.97%
- 22.28%Decrease in cost per acquisition (CPA), to RM34
Key Insights
- SHDC wanted more enquiries and leads from its new websites, so WhatsApp clicks on the website were tracked as conversions.
- Conversions rose 34.29% to 173 and the conversion rate rose 21.31% to 2.97%, while cost per acquisition fell 22.28%, to RM34.
- Primal asked the clinic which leads had made appointments, and at which centre, to guide the optimisation.
