For My Hearing to succeed in its mission, its online hearing assessment needed to perform well. That’s why they turned to Ultimate for help in promoting it to the right audience through paid advertising.
My Hearing are a group of people who are passionate about hearing. Their aim is to provide support and advice to people experiencing hearing loss, so that they don’t miss out on any of life’s precious moments. After all, sound is a bridge that connects us all. Helping to create such a worthy brand was an incredible rewarding experience and we have carried that passion across to our work on My Hearing’s PPC Campaign.
As soon as we’d finished building the My Hearing website and put it live, the Ultimate digital marketing team got straight to work setting up their paid advertising. These adverts mark the first stage on the lead generation journey.
Although people will regularly and diligently have their eyesight tested, it is rare that they’ll consider doing the same for their hearing. In fact, it takes an average of 7 years of experiencing hearing loss for a person to take the step of having a hearing test., My Hearing’s online hearing test is the perfect tool for encouraging people to pay more attention to their hearing. But how could we ensure that someone looking for help with their hearing would discover it? Through paid advertising.
We began by carrying out the necessary keyword research, discovering what it is that people type into search engines when they’re looking for information about possible hearing loss. From this, we began to build a detailed picture of what My Hearing’s target audience was searching for. Our PPC campaigns were then created with these search terms in mind in order to capture the right users at the right time, and lead them to complete My Hearing’s online hearing test.
Although hearing loss can be experienced by anyone at any age, it is more common amongst the older generation. As a result, they were our primary target audience and we kept their needs and preferences in mind as we carefully crafted the content for our paid ad campaigns.
As with all well structured Pay-Per-Click (PPC) campaigns, it is essential that the ad budget works hard to get My Hearing as much bang for their buck as possible. To do this, it is necessary to only deliver their ads to an audience that is relevant to them. As a Google Partner, we are well versed and experienced in doing exactly that. By selecting the most appropriate demographic, interests and location, we make sure that the leads generated through PPC are all relevant to My Hearing.
It is always important to benchmark our results and whilst the industry average click through rate (CTR) is below 2%, with our strategically targeted campaigns and carefully written ads, the CTR for My Hearing is 11%. That’s 510% above the industry average.
Cost per acquisition is a key KPI for the campaign and the My Hearing PPC campaign is already matching that of well-established competitors who have had PPC campaigns running for a considerable amount of time.
As the site traffic grows organically, as part of our aligned SEO campaign, we will soon incorporate Remarketing Lists for Search Ads (RSLA) to achieve even more results for this industry changing brand. This tool will allow us to further customise adverts for individuals who have previously visited the site, ensuring that they see a message that will truly resonate with them.