Adwords restructure and optimising user journeys – a case study

How Doctors on Demand
increased paid search revenue
by 420%

The client

We partnered with
Doctors on Demand

Since 2015, Doctors on Demand has been forging a path to make healthcare more accessible, focusing on what matters most to the patient – convenient, quality healthcare. Technology is enabling greater continuity of care and the Doctors on Demand online platform is bridging the gap between General Practice and Community Pharmacy by providing 24/7 on-demand access to qualified Australian doctors and prescription medications when and where it is needed most. Making healthcare accessible via healthcare, Doctors on Demand is Australia’s 24/7 service for online healthcare.
the problem

Doctors on Demand needed to dominate their niche market in google
and grow their business

Operating in a niche but fast growing market, where many competitors were backed by venture capital, Doctors on Demand needed to focus on driving sustainable growth.
The process? Here’s how we did it!

We use our
refined digital marketing process
It's as easy as 1, 2, 3

1. We audited Doctors on Demands existing experience

We followed the user journey for each service Doctors on Demand provided from their paid ads in google all the way to the completed conversion. Along the way we found many opportunities to simplify the journey and match content to users intent!

2. We optimised content and built a new paid account structure

Based on our audit findings we built a digital strategy to redevelop the experience one step at a time. This included shortening the checkout process from 18 steps to just 4, and choosing which terms in google we would compete on for paid search and which we would look to dominate via SEO over time as the ROI of paid search wouldn't have been sustainable.

3. We created new content for missing key words

After optimising the existing experience we worked on building out content for secondary terms that would still be profitable to run paid search against. This new content increased our Quality Scores for these terms, lowering our CPCs and drove further campaign ROI.
the results

Over a 12 month period

Paid Revenue
more revenue

Take a look at
What Doctors on Demand have to say

Kirsty Garrett

CEO of Doctors on Demand
Steven is a team of experts in the one person. Smart strategy, smart analytics and excellent execution. Australian Digital has made a significant direct impact on our revenue in a relatively short period of time.

Amanda Yeates

Operations Manager at Doctors on Demand
Steven at Australian Digital has really produced great results for our business. He is extremely thorough and provides great feedback through reporting. So easy to work with. Highly recommend.

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