A One Month Case Study of Online Advertising Results: Healoha

The following is an in depth investigation of Red Rooster Media animated display advertising and the results it produced over a one month time span for Healoha (an online marketplace for health and welness services).

To find out more about our online advertising campaigns and how they can drive in-market traffic to your website, please visit our Online Advertising page or inquire using the button below to schedule a free consultation!

A One Month Case Study of Online Advertising Results: Healoha

The following is an in depth investigation of Red Rooster Media animated display advertising and the results it produced over a one month time span for Healoha (an online marketplace for health and welness services).

To find out more about our online advertising campaigns and how they can drive in-market traffic to your website, please visit our Online Advertising page or inquire using the button below to schedule a free consultation!

Overview

A Brief Summary of Healoha's Goals:

Healoha is an online marketplace for health and wellness services that had one main goal: to improve the wellness of the world by creating a support community where health and wellness practitioners could manage their current clientele and get in touch with new clients through an all in one platform. When Healoha came to Red Rooster Media, the marketplace was in its infancy. With only a few practitioners providing services on their platform, our team was tasked with the daunting challenge of helping their marketplace break into the highly competitive markets of San Francisco, Los Angeles, and New York City.

Advertising Strategy

Defining Healoha's Target Market and Strategy:

Healoha not only had the goal of moving into the crowded health and wellness space, but also to take on major markets like San Francisco, Los Angeles, and New York City. Because this was such a hard space to compete in with a very (relatively) limited ad spend budget, our team knew that we had to help them develop a very specific niche for their marketing tactics to make sure that they could capture some strong interest with their relatively limited ad spend budget. After many conversations involving strategy, we concluded that the target market for our practitioner facing ads included both younger practitioners looking to expand their client base and more experienced practitioners who were newly converting over to management tools. In addition to this, we decided to focus on higher income earners and service-seekers above the mid 20’s age range for our client facing advertising because this market was more likely to spend money on health and wellness related services.

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Market

Healoha had a target market of both practitioners looking to provide health and wellness services in any one of 3 major metropolis areas (San Francisco, Los Angeles, and New York City) as well as potential service buyers (clients) who were interested in improving their health with services offered in the marketplace.

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Competition

The health and wellness space is highly competitive with several main companies monopolizing the market share. Their major competitors included industry giants like MINDBODY, Zen Planner, and Vagaro.

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Advertising Scope

In order to help differentiate Healoha from the many established industry competitors they were up against, we had to be creative in who we targeted on both the service provider side (practitioner) and the service seeking side (clients). We decided that a highly targeted approach would help Healoha establish a niche.

Advertisement Budgeting

Defining Healoha's Ad Spend With Limited Budget ($1,000/Monthly):

Because Healoha was seeking to reach 3 separate areas and acquire data on the success rate of targeting both clients and practitioners separately, it was imperative for our team to breakup their advertising account into 6 individual campaigns. The 6 campaigns were broken down as follows: a practitioner targeted ad campaign and client targeted ad campaign, each with their own individually allocated daily budget in all 3 major locations to arrive a total of 6 individual campaigns. As Healoha is a Bay Area based company, it made sense for us to allocate a larger portion of their funding to this market. Our team believed it would be best to corner this one market alone to begin with (due to limited budgeting) but Healoha wanted to reach all 3 metropolis areas simultaneously, therefore we decided to adjust our budget accordingly to allow for a larger daily ad spend in the San Francisco location.

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Los Angeles

Practitioner Ad Budget - $5.00/daily
Client Ad Budget - $5.00/daily
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San Francisco

Practitioner Ad Budget - $6.66/daily
Client Ad Budget - $6.66/daily
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New York City

Practitioner Ad Budget - $5.00/daily
Client Ad Budget - $5.00/daily

Targeting Strategy

Campaign Targeting Methods and Key Integrations:

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Keywords

Over 400 individual keywords were used in initial targeting of both clients and practitioners in the defined market areas. Each of the keywords were tailored to find either practitioners looking for a management solution or clients who were interested in health and wellness improvement and each keyword was logged into at least 1 of the 6 campaigns. All keywords were refined throughout the campaigning process to make sure that the highest performing keywords took the bulk of the ad spend budget while lower performing terms were removed from the targeting lists.

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Topics

A total of 10 topics were defined to target clients who were interested in health related services and 9 for practitioners who were browsing websites with wellness related content. Google’s topic targeting feature uses the Google knowledge-base to place advertising on websites related to the defined topic. As the campaign went on, all topic based targeting was refined in a manner similar to the keyword targeting.

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Integrations

Both the client and practitioner campaigns were fully integrated with Google Analytics and Tag Manager applications to track the success of each keyword and topic in producing conversions. This allowed our team to get a more in depth look on which campaign targeting methods produced the most interested viewers and to see what each viewer did once they had landed on the website. It also allowed us to implement remarketing tactics as the campaign progressed for viewers who had shown interest in the advertisements but had not yet converted (i.e. visited the site via an ad but had not yet completed a sign up action).

Advertising Results

Healoha Monthly Traffic Before Advertising with Red Rooster

Healoha Monthly Conversions Before Advertising

Before advertising with Red Rooster, conversions were hard to come by for Healoha. The limited traffic that their website was seeing led to very limited sign ups. In the month previous to advertising with our team, they had only onboarded 6 new clients and 11 new practitioners. They desperately needed an avenue to increase traffic to their website as well as increase sign ups of practitioners who offered services on their platform and clients who would purchase those services.

Healoha First Month Advertising Reach and Ad Cost

*Avg. CPC is the average cost-per-click paid by Healoha

*CTR is the click-through-rate for Healoha advertisemtents. It is the rate at which their ad was clicked for each time it was displayed (Clicks/Impressions=CTR).

Large In-Market Audience

During month one, Red Rooster Media display advertisements generated over 4,580 in-market visitors to the Healoha website! These visitors were all specifically targeted as in-market viewers and which averages out to approximately 153 potential customers generated by our ads daily.

Massive Branding Awareness

In addition to the 4,580 unique website visitors generated by our advertisements, Healoha also benefited from a massive wave of brand awareness. Our display ad was viewed on over 896,000 web pages with content related to our target audience during the first month alone! This familiarized our in-market audience with the Healoha logo and brand even if they did not visit the site directly through an advertisement.

Low Cost-Per-Click (CPC) and High Click-Through-Rate (CTR)

Another major benefit of our advertising was the low cost-per-click that Healoha enjoyed, paying only $.22 per in-market viewer that the advertisements generated! This came out to a total of only $1,007 in ad spend during their first month. Furthermore, the high CTR of 0.53% (click-through-rate) on the advertisements means that our ad was reaching an audience who found it very relevant. For comparison, the average CTR of Google display advertisements is only 0.35% which means our ads were 50% more effective at generating clicks than the average display advertisement! A total of 53 users out of every 1,000 viewers who saw the ad had their attention caught by the advertisement and visited the website as a result to find out more!

Healoha Conversions During Month 1 of Advertising With Red Rooster

Healoha Monthly Conversions During First Advertising Month

The increased traffic created by Red Rooster advertising during the first month resulted in a large uptick of conversions for Healoha. During our first month of advertising Healoha was able to onboard, 46 new clients and 91 new practitioners! These numbers result in 8 times the amount of total conversions produced by their website before advertising versus after advertising with Red Rooster for one month (~7.6x for client sign ups and ~8.3x for practitioner sign ups).

Healoha Monthly Conversions Before and After Advertising

A Visual Representation of Increased Conversions:

This side by side comparison of the sign up conversions produced by the Healoha website shows a clear increase in conversion totals and conversion frequency during the month of May 14th – June 14th when displayed alongside the month of April 13th – May 13th. The advertisements not only had the effect of producing a large group of in-market viewers to the Healoha site but also turning those in-market viewers into converted Healoha users.

Analysis of Advertising Results and Benefits Gained

Massive Increase in Converted Healoha Users:

In the month previous to advertising with Red Rooster, Healoha only acquired 6 new client sign ups and 11 practitioner sign ups. After advertising for one month with Red Rooster using animated banner display advertisements, Healoha acquired 46 new client sign ups and 91 new practitioner sign ups. These numbers result in 8 times the amount of total conversions produced by their website before advertising versus after advertising with Red Rooster for one month (~7.6x for client sign ups and ~8.3x for practitioner sign ups).

Expanded Brand Awareness:

Over the course of 1 month of advertising with Red Rooster Media, Healoha banner advertisements were viewed on ~869,000 web pages. This means that up 869,000 potential users in Healoha’s target market became familiar with their brand and logo and may become future converted users as a result. 

Increased Organic Google Search Ranking:

During one month of advertising with Red Rooster Media, the increased website traffic generated by our Google display advertisements increased Healoha’s organic search ranking on Google tremendously. Their average ranking on Google searches related to their website increased from most placements being on the second page of Google or lower end of page one to being at the top of the search results. Increasing your organic search ranking is just another added benefit of paid advertising as the increase in monthly website viewers leads to an increase in the relevance of your web page as determined by Google’s search algorithm.

Final Thoughts and Future Plans

Success for Healoha Found in Paid Advertising:

After a huge increase in relevant traffic obtained by Healoha during its first month of paid advertising, they decided to continue advertising with Red Rooster in the following months. Our animated display advertisements were not only able to attract a massive in-market audience to their website but also increase in converted users on their site by 8 times which would help them to afford additional advertising budget for ad spend in following months as well. Moreover, their organic Google search ranking was raised tremndously helping them gain reach to their target audience over other competitorsand the large amount of viewing impressions that our ads created helped them gain the branding awareness that they desperately needed in their target markets.

Future Plans for Optimization of Advertising Campaigns Beyond Month One:

Using data gathered during our first month of advertising, our team was able to optimize the keywords and topic placements that we chose for the campaigns to continue increasing the efficiency of our advertising efforts. We used this data to allocate additional budget to certain methods that produce the highest conversion results for Healoha. In addition to this, we began implementing remarketing tactics to target viewers who had shown interest in the Healoha advertisements but had not yet converted. This is extremely useful for converting users who need that extra push to sign up as our ads will continue to follow them around the web until they check out Healoha again and eventually convert!

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