myMailHouse
PPC Digital Advertising
Our work with myMailHouse achieved these results
myMailHouse makes mailing easy
No more printing, stuffing envelopes, and licking stamps—now send mail easily from your computer.
myMailHouse serves businesses by allowing them to save time and money by getting mail sent faster, securely, and without the hassle.
Customers simply send their invoices, letters, and other mail directly from a computer to the myMailHouse facility where it’s printed, stuffed in an envelope, postage is applied, and it’s put in the mail - all within 24 hours.
Furthermore, the Earth benefits from fewer trips to buy mailing and printing supplies and by printing in their environmentally conscientious facility.
What they were up against:
With dozens of locations and a hodgepodge of digital marketing strategies and tracking, Hero came to us looking for an agency that could manage their complex and evolving needs — with excellence.
They had three primary goals:
- Acquire new patients across all their practices
- Streamline their digital marketing initiatives
- Get a handle on location-specific tracking
How we helped:
We developed a comprehensive strategy for driving new patient growth, including:
- Google and Microsoft paid advertising (PPC)
- Facebook and Instagram paid advertising
- Display advertising
- SEO
- Local directories
- Tracking, reporting, analytics, & data analysis
Lots of things needed to work together.
Google & Microsoft Paid Advertising (PPC)
Pay-per-click (PPC) can get unruly without proper management, so we were careful to dial in our campaigns with a goal to decrease Hero’s cost per lead.
We started by testing with geo-targeted search campaigns across 27 offices, 20 cities, and 5 states. Then, we optimized them over time by testing creative copy and leveraging bidding tactics around the time of day, day of the week, device, gender, income, and language. Our highly successful campaigns helped them expand from 27 to 40 locations!
Facebook & Instagram Paid Advertising
Users interact with advertising differently on social than on any other platform, so we carefully constructed campaigns that were relevant to a precise audience. We curated that audience by remarketing to those who had visited a Hero site previously and by using criteria defined by look-alike prospecting, demographics, location, and income level.
We tested and optimized for all available ad formats, including Facebook feed, Instagram story and carousel, and lead forms.
Display
We utilized display ads to fuel the patient funnel.
We started by retargeting those who had visited a Hero site previously or who were part of an existing email list. Then, we began prospecting through targeting by demographics and geo-fencing with deep geographic and creative granularity. That way, performance data could be collected at both the ad size and theme level.
SEO
One of the most effective ways to attract new patients is to show up on paid, organic, and local ad results, so we set out to own the search engine results page (SERP).
We accomplished this through both on-site and off-site SEO tactics, including making the website user- and Googlebot-friendly, building high-quality links, and growing quality content on the site. We followed through with monthly reporting on rankings, traffic, links, conversion, crawl errors, and competitive SEO data to ensure things were working like they should.
Additionally, we provided recommendations in the areas of schema improvements, link-building initiatives, guest blog posting, local optimization, and strategic content planning and execution to further optimize results.
Local Directories Management
One key part of local optimization for Hero was to ensure that the name, address, phone number, and photos for each of their practice locations were accurate across multiple local directories.
We implemented a solution that allows them to manage and update all clinic location information in one place so they can ensure data consistency across devices and directories, including Google My Business, Facebook, Yelp, Apple Maps, Bing Places, and more.
Tracking, Reporting/ Analytics & Data Analysis
In order to understand both the components and the overall performance of this integrated campaign, we provided both initial and ongoing recommendations on how to track and report on primary conversions, such as form fills and phone calls. We also provided analysis related to attribution and cross-channel activity.
Close coordination with the phone call tracking vendor allowed us to set up advanced call tracking, including Google My Business calls, in an SEO-friendly manner that preserved name/address/phone number (NAP) consistency signals.
Additional One-Time Solutions
Most importantly, more kiddos were able to access exceptional care.
“If you need a strategic agency to help you grow by using a wide-range of digital marketing and business analytics expertise — GFP is the partner for you. They help us solve our toughest challenges. Highly recommended!”