Case study | Sleepwise | Digital Marketing
Driving awareness for sleep solutions
The clinicians at SleepWise have treated over 16,000 patients since in 2001 with Australian-made, medically proven, state of the art oral appliances for the treatment of snoring and sleep apnoea.
SleepWise wanted to raise awareness about their clinic and attract more leads and visitors for their medical services. They aim to connect with a local audience of potential patients struggling with snoring and sleep-related issues, who need professional treatment.
The Challenge
Attracting individuals who struggle with sleep disorders and snoring to a specialty clinic presents a unique challenge, primarily because these conditions often carry a stigma or are perceived as minor inconveniences rather than serious health issues. To address specific challenges like this one, a targeted approach is essential.
Sleepwise came to us looking to elevate their brand visibility and drive more online leads. Our mission was straightforward: bring in new customers, boost sales, and make sure every cent spent on advertising packs a punch.
The Approach
Social Strategy
Our approach to social media was all about enhancing online conversions, growing the customer base, sparking interest, and getting the most out of every dollar spent on ads. Our all-encompassing social media strategy began with in-depth market analysis and A/B testing to refine our approach. By tapping into audience insights, we refreshed their content strategy with high-quality video and visually striking ads to maximise engagement.
Meta
We targeted local audiences in Melbourne and regional Victoria, particularly those experiencing snoring and sleep issues and developed ads highlighting SleepWise’s expertise and success. Capturing their attention with a mix of carousel, video, and testimonial ads engaged potential patients and directed users to an optimised landing page with clear calls-to-action for booking consultations. We also retargeted previous visitors with follow-up ads to encourage appointments while monitoring and refining the campaign for maximum ROI.
Search Engine Advertising
Our main goal was to attract high-quality, relevant traffic to Sleepwise’s website. We focused on targeting specific keywords that potential customers are actively searching for. Additionally, we worked on fine-tuning ad copy and landing pages to ensure they perfectly matched user intent and search queries, helping to improve conversion rates and make the most of each click. We utilised Google’s Performance Max (PMAX) to elevate Sleepwise’s brand visibility, drive highly-targeted traffic, and enhance overall campaign effectiveness.
Pmax
Utilising advanced machine learning capabilities, our team use PMAX to automate bidding, targeting, and ad placements in real-time, ensuring optimal performance. Its enhanced targeting leverages Google’s extensive platforms, data and audience insights, allowing for precise user targeting based on behaviour, interests, and intent across different channels.
Overall, PMAX delivers a more integrated, automated, and data-driven approach to digital advertising, which empowered us to craft a robust alternative to conventional search engine campaigns for Sleepwise.
The Outcomes
First, we optimised the landing page with compelling calls to action and resolved a pixel tracking issue to improve the sites overall functionality. We then introduced a traffic campaign, building a new audience and driving awareness for the clinic.
Our recent social media and Performance Max (PMAX) campaign for SleepWise effectively boosted awareness and engagement for their Oral Appliances. Through a targeted approach on social media and leveraging Google’s suite of platforms, we reached a wide audience and highlighted the benefits of their sleep solutions. Overall, the campaign’s use of service-related content and advanced ad placement technology enhanced brand recognition and significantly contributed to higher inquiries and conversions, helping more people find relief and improve their sleep.
0.41
Cost Per Click
66.67 %
Conversion Rate
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