Combined SEO and PPC strategy that educates and converts users
Targeting users searching for ways to receive free IVF treatment formed a key element of the search strategy.
Achieving paid and organic visibility was deemed important to grow the amount of website visits and enquiries in the short and long term.
It was also identified that educating visitors was vital to improving conversion rates. Subsequently a landing page explaining how it was possible to receive free IVF treatment through egg donation, as well as answering common questions, was created.
Raising the profile of key campaign assets
The visibility of the landing page was increased within search engines and traffic was driven towards it using PPC. This was accompanied by infographics and other campaign assets to further improve awareness and understanding of the scheme. Since launch the search campaign has experienced significant results, achieving a 55% increase in website traffic and 175% growth in enquiries.