Digital Marketing & Strategy

Paid Advertising

SEM Audit

Clarius initially engaged RFDM for an audit of their SEO, SEM, and paid social media channels. RFDM undertook a gap analysis, and then formulated recommendations based on a summary of the various strengths and weaknesses of their channel strategy. Our primary findings indicated a conflict between lead generation and eCommerce objectives, highlighting inadequate conversion tracking that was not accounting for the respective value contributed by each marketing channel. Clarius then engaged us to complete the recommendations and optimize their paid advertising accounts.

RFDM initially offered some recommendations to improve the client’s SEM. Firstly, we suggested resolving lead conversion tracking issues in Google Ads and Google Analytics, to remove the need to manually track conversions. We then recommended regular reconciliation check-ins between the lead tracking sources in order to ensure the conversion count remained in sync, and to prevent gaps from appearing. After delivering these recommendations, we were engaged by Clarius to execute set up for tracking and reconciliations in Google Ads lead generation, as well as to create, monitor and optimize Google Ads campaigns.

As Clarius was already executing on a strong lead generation strategy through Google Ads, we sought to ensure all campaigns were performing optimally. Firstly, RFDM separated campaigns by region and language to allow North American campaigns to be optimized independently from those running in EU countries. Next, we reviewed search terms for each ad group to prune any that were non-applicable or unsuitable – thereby redirecting advertising spend towards better performing search terms. We then identified and added into the campaigns promising search terms that were not yet featured as keywords.

RFDM’s Custom WordPress Landing Page Solution

As a final step in the ad creation and optimization process, RFDM built custom landing pages for the client’s WordPress site, cloned for a performing landing page. These pages were then tested using A/B testing and heat mapping to provide insight for conversion performance optimization and to inform any alterations that were made to the landing page structure and content.

RFDM’s efforts resulted in improved performance of English, French, and German Google Ads campaigns through rigorous search term exclusions, performed regularly. This worked particularly well to increase the visibility of Clarius in veterinary ultrasound searches to capture various veterinary disciplines. Additionally, our team assisted in the hiring process for a digital marketing specialist to assume this role in-house, aiding the client’s growth as a business and in their marketing efforts. RFDM consulted with Clarius on the job posting and provided onboarding and training to the new hire to enable them to monitor and generate campaigns.