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Western Dental - New Appointments at Western Dental Skyrocket while Costs Plummet with PPC

	Our paid search campaigns have proven to be our best performing marketing channel. Appointments have dramatically increased while the cost per visitor has steadily decreased. We couldn’t have done it without Enquiro
	Anna Yang, VP Marketing Finance Western Dental Centers

ABOUT WESTERN DENTAL
Western Dental is among the largest dental and oral health maintenance organizations and dental providers in California. Western Dental has more than 250 dental offices in California, Arizona and affiliated offices in Nevada.

THE CHALLENGE
Before working with Enquiro, Western Dental exclusively relied on traditional marketing channels such as direct mail and television to attract new customers. In 2008, Western Dental felt it was time to leverage paid search to increase traffic to its website and ultimately, get new customers to make an appointment.

THE SOLUTION
Exploring another marketing medium is always challenging so leveraging the expertise of Enquiro, a thought leader in search marketing, made solid business sense. Enquiro helped educate the Western Dental team about paid search and the nuances of the industry while learning about their industry, audience and objectives.
Then, both teams worked together to devise a paid search strategy that included:

This strategy proved to be effective achieving some impressive results.

THE RESULTS
The results have quite simply been extraordinary. In less than one year (April 2009 to February 2010), Western Dental has seen the number of new, web-initiated appointments increase by five (5x) times what they were since the PPC campaign started. In fact, 78% of people who call Western Dental as a result of the PPC campaign, make an appointment. This performance exemplifies the quality traffic Enquiro attracts through their effective campaign management.

In the same time period, continuous tuning of Western Dental’s paid search campaign has also contributed to a 79% decrease in the Cost per Appointment.

What’s next for Western Dental?
Western Dental and Enquiro will work together to further align paid search efforts with television advertising and other offline marketing initiatives.