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General Orthodontics Campaign

The goal of this campaign is to use smart bidding + broad matching to acquire more conversions at a lower rate. Following the first round with Samson, here are some things I learned:

Smart bidding works!

Combining ortho and braces keywords into ad groups that target by search intent is the way to go.

Invisible braces might be the new kid on the block.

Here is the proposed campaign structure:

Ad Groups

Ad Groups

Ad Group

Search Itent

Landing Page

Keywords & Assets

Status

Affordability

cheap, affordable, price, etc.

Homepage for now

Open

Done

Best

best, top, #1, award winning, voted, etc.

Homepage for now

Open

Done

Invisible

clear, invisible, hidden

T-Clear

Open

Planned

Adult

adult, etc.

Adult

Open

Planned

Kids

kids, children, teens, etc.

Kids

Open

Planned

Other

near me, etc.

Homepage for now

Open

Planned

Invisalign

invisalign, clear aligners

Invisalign

Open

Planned

There are no rows in this table

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Use negatives across ad groups to guide Google’s targeting.

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