Form Recovery and Wellness
Ad Copy Drove 121% Conversion Rate Jump in One Month
Form Recovery and Wellness is a multidisciplinary clinic that offers physiotherapy, traditional Chinese medicine and applied Thai traditional medicine. Their goal is to help people get back to doing the things they love without painkillers, injections and surgeries.
Overview
Following a rebranding that extended beyond physical therapy to encompass traditional Thai and Chinese medicine, Form Recovery and Wellness sought a Google and Facebook advertising campaign that could effectively attract both existing and new target audiences to their website. Their goal was to simultaneously elevate brand awareness and drive conversions among their target groups. To achieve this objective, they sought our expertise in crafting an advertising campaign that seamlessly aligned with their refreshed brand identity.
Our solution
After thoroughly comprehending Form Recovery and Wellness' objectives, we proposed our conversion rate optimization service tailored to enhancing the overall performance of their advertising campaign. Through meticulous brand and target audience analysis, strategic advertising planning, refinement of existing ad copy in both Thai and English, and crafting of new high-impact campaigns, we achieved a fruitful campaign that yielded satisfactory results for the client right after the first month.
Key result
Form submission increased by 121%
One month after the implementation, the conversion rate exceeded the targeted goal.
CPA was reduced by 36% in 1 month
This greatly reduced cost per acquisition, lowering overall spending for ads.
10x increase in CTR
Within two months, the project significantly improved the click-through rate by tenfold.
"The way they go about planning their work is impressive."
Rikhi Anandsongkit, Form Recovery and Wellness
CEO
Our process
Ad account audit → Conversion tracking audit → Media planning → Ad optimization
We commenced by thoroughly reviewing the client's existing advertising accounts encompassing both Google and Facebook platforms. This meticulous assessment enabled us to grasp their previous strategies and evaluate their effectiveness.
Subsequently, we implemented conversion tracking to gain insights into the target audience's online behavior. With these insights, we meticulously crafted a media plan that carefully considered the optimal channels, budget allocation, and campaign duration. To maximize impact, we concluded by optimizing the ad copy in both Thai and English, ensuring resonance and relevance for each platform.
Challenges we overcame
1. More effective bid strategy for higher ROI
Initially, Form Recovery and Wellness prioritized ad visibility over form submission, leading to suboptimal results. Upon taking on the project, we refined their bid strategy to target potential individuals genuinely interested in their services, aligning with the brand's goal of enhanced conversions.
2. Proper budget allocation for optimal CPA
To align with the revised bid strategy, we recalibrated the budget and duration of the Google search and display campaigns, as well as the Facebook retargeting and lookalike awareness campaigns, ensuring optimal resource allocation and campaign effectiveness.
Notably, not only did all advertising costs remain within the allocated budget, but the CPA (Cost Per Acquisition) also decreased by up to 36% within one month. This remarkable outcome underscores the effectiveness of our budget allocation strategy and the efficient utilization of resources.
3. Ad copy refinement for enhanced appeal and comprehensive service coverage
Upon initial assessment, we identified that the clinic's existing ad copy lacked the necessary appeal. The original content failed to adequately showcase the clinic's strengths, including its expertise in root cause analysis, comprehensive treatment options, and dedicated team of experienced professionals. Additionally, the ad copy omitted crucial details about the clinic's diverse range of services, such as general physical therapy, senior-specific therapy, sports massage, and hydrotherapy.
To address these shortcomings, we meticulously revised all existing ad copy and crafted new content that effectively highlighted the clinic's strengths and the extent of its services. We employed clear, concise, and easy-to-understand language to ensure accessibility for the clinic's diverse target audience.
Inclusive ad copy approach
Furthermore, we incorporated information about the newly introduced Thai traditional medicine and Chinese medicine services, ensuring that the ad copy comprehensively represented the clinic's expanded offerings.
The result of our efforts was a significant enhancement in the overall appeal and effectiveness of the clinic's ad copy. The revised content now resonates with the target audience, clearly conveying the clinic's expertise, comprehensive services, and ability to cater to a wide range of patients.
Maximize ROI with the same spending
Our team collaborated across multiple disciplines, including media planning, ad copy optimization, bid strategy refinement, and various other optimizations. This synergistic approach enabled us to achieve satisfactory outcomes for Form Recovery and Wellness, including a substantial increase in conversion rates and CTR, a notable decrease in CPA, and a significant enhancement in brand awareness.