Yale Medicine is the clinical practice of the Yale School of Medicine. They are the largest academic multi-specialty practice in New England. For our first engagement with Yale Med, we focused on their Fertility Clinic, which was nowhere to be found in Search results and was seeing a steady decline in website traffic.
We initiated our campaign by harnessing the immense targeting capabilities of Facebook. Our audience segmentation included individuals interested in parental magazines, reproductive health, reproductive medicine, pregnancy, fertility, adoption, LGBTQ adoption, LGBTQ couples, and related interests. Our strategy aimed to reach specific demographic groups, allowing us to tailor different ad creatives for each, thereby enhancing the relevance of our advertisements. This approach not only diversified our reach but also optimized the impact of our messaging.
For the Google Search component of our strategy, we focused on the strategic use of high-volume, contextually relevant keywords. Our keyword selection encompassed terms such as IVF, male fertility, fertility centers, AMH test, female fertility, Yale fertility, egg donation, and fertility doctors. By bidding on these keywords, our objective was to ensure that individuals actively seeking fertility-related information would encounter our ads in Google search results. This approach aligned with our core strategy of thinking from the audience's perspective, enabling us to maximize our visibility among potential patients actively searching for a fertility center.
Cost-Per-Click on Facebook
Cost-Per-Click on Google
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