Plastic Surgery Specialists
Company Information:
Plastic Surgery Specialists (also know as PSS) is the premier provider of aesthetic surgery procedures in the San Francisco Bay Area. With over 30 years of experience, Dr. Poulos and Dr. Hvistendhal bring an incredible amount of skill, artistry and dedication to their work. The company is located in Marin County, CA.
Campaign:
Pay Per Click advertising
Case Study Time Frame:
November 2010 – February 2011
Background:
Plastic Surgery Specialists and IMA Interactive have worked together since 2007. IMA built PSS’s online presence and has overseen a variety of projects including their ongoing PPC campaign. In the fall of 2010, PSS asked to run a 3 month head to head test campaign between IMA and ReachLocal. IMA gladly agreed and the test ran from November 2010 thru February 2011.
Goals:
- Determine if ReachLocal could provide more lead volume than IMA
- Determine if ReachLocal could provide a lower Cost Per Lead figure than IMA
- Reduce overall PPC budget by using ReachLocal’s “all in one” budget approach
Results:
- In the month of January, IMA beat ReachLocal’s lead volume by nearly 3 to 1.
- For the entire test period, ReachLocal’s Cost Per Lead numbers were more than $50 higher than IMA’s
- For the entire test period, overall lead volume dropped by more than 40% using ReachLocal
- After reviewing the campaign, PSS was unable to reduce their overall PPC budget and could not effectively determine how much of their monthly budget was going toward their media budget (Google) vs. how much they were paying in management fees.
