Online Dental Appliance Service Sees 637% Increase in New Users
Dental Lab Direct is an online retailer that delivers dental appliances directly to your door, eliminating the need to visit a dentist. Dental appliances like partial dentures and retainers are costly on their own – visiting a dentist adds hefty additional surcharges that can prevent those with crooked or missing teeth from getting the products they need. These services can be performed directly from home, eliminating the need to visit a dentist.
The client approached us at 120/80 with three primary objectives:
- Setting up their ecommerce operations
- Building out a lucrative lead generation pipeline through digital paid and organic traffic
- Identifying new opportunities for growth
Now just shy of a year after beginning their campaign, our digital marketing campaign for Dental Lab Direct has been a resounding success. Even as pandemic-related sales diminish, their sales continue to expand in all directions.
We began our campaign by starting where the client thought the greatest success would be achieved. After setting up ecommerce through Google Shopping, we experimented with adding additional channels to create more opportunities. The insights gained during this discovery phase allowed us to lift sales on products that were less popular while expanding sales for products with high demand.
Paid digital search generally focuses its efforts on Google, as the search engine constitutes a 92% market share globally. However, this percentage is not consistent across all demographics. It is estimated that around 71% of Bing users are 35 or older, and the average cost-per-click on Bing is nearly 60% lower than those on Google. As partial dentures constitute the bulk of Dental Lab Direct’s sales, targeting a search engine mostly frequented by older adults offered an easy opportunity to keep PPC costs low and revenue high. 18.5% of the clients traffic comes from Bing PPC efforts.
Our organic search campaign began with a competitor analysis to assess which terms they were ranking for, and keyword gaps that they had missed. A list was generated around these terms, and expanded to include related search queries. These keywords were further broken down by search volume against keyword difficulty to determine which content had the best opportunities for rankings.
The most successful content offers unique industry insights and perspectives. As our campaign gained traction, new keyword opportunities were discovered around products like DIY dentures – ones that dental experts have deemed neither safe nor reliable. Differentiating Dental Lab Direct’s services from these allows customers to learn more about what options will provide the best results, expanding our organic reach even further.
120/80’s campaign with Dental Lab Direct has been a resounding success. Over the course of a year, they have seen explosive growth with no end in sight.
A year after our initial engagement, our relationship with Dental Lab Direct has continued to evolve. A recent email campaign we launched has already seen a 1159% improvement in performance over the last three months when it was handled by a different vendor. Experimentation is essential to our methodology, and opportunities like this have allowed us to find new territory to expand beyond our competition.
Our success with Dental Lab Direct has taken place at all levels thanks to consistent communication between our team and the client. We have found competitors liable of optimizing an account at the beginning, and letting it run its course without communicating successes or missteps with the client. 120/80 recognizes that opportunities emerge throughout the life cycle of an account, and that the most successful digital marketing initiatives are an act of trial, error, and resolution.