Specializing in treatment for varicose veins, spider veins, and venous insufficiency, Laser Vein Centers had a very specific customer base in mind.
Using the latest in behavioral, contextual, and keyword-based targeting technology, Kobe Digital helped them connect with exactly the patients they were looking for.
Understanding Laser Vein Parents
To design the most efficient strategy for targeting Laser Vein Center’s desired audience, the team first had to learn more about the different conditions that patients could develop. Dr. Julian Hortz, a veteran member of the Laser Vein Centers team, led the crash course.
Kobe Digital stated that when patients develop varicose veins, impaired venous valves are often the primary culprit. When these valves fail to function properly, blood pools in the in the veins of the lower legs instead of returning back to the heart, leading to burning, numbness, and cramping.
According to Dr. Hortz, the main risk factors for varicose veins include age (older blood valves are more likely to malfunction, a result of prolonged “wear and tear”), sex (women are more likely to develop the condition than men, especially during pregnancy), family history, obesity, and sedentary lifestyles.
Once the agency understood which demographics were most likely to be affected by varicose veins, they were able to design a strategy that leveraged a combination of traditional keyword-based targeting methods with modern programmatic buying techniques.
Here’s what Kobe came up with.
3rd Party Behavioral Targeting
Behavioral targeting leverages information collected from a user’s online behavior — including websites visited, searches performed, and overall browsing activity — to create audience segments to target when displaying online advertisements.
These audience segments can get incredibly granular: for the Laser Vein Centers campaign, the agency were able to configure three separate audiences using 3rd party databases:
• Deep vein thrombosis
• Restless legs syndrome
All of these audiences exhibit risk factors for varicose veins; as a result, targeting precision was increased dramatically, reducing the amount of wasted ad spend.
In addition to improving targeting precision, the use of highly granular audience segments also allowed for increased specificity in the ad copy itself. For instance, the copy in ads being served to users in the expectant mothers audience segment contained messaging about varicose veins in relation to pregnancy. This resulted in higher click-through rates and more conversions, further increasing the efficiency of every ad dollar.
Contextual targeting uses the content on a site to determine a user’s interests, allowing ads to be served based on these categories.
For the Laser Vein Centers campaign Kobe Digital targeted sites related to women’s health and weight loss, given the sex-specific and obesity-specific risk factors identified by Dr. Hortz.
Like behavioral targeting, contextual targeting increases click-through rates and conversions by improving targeting precision and ad specificity.
The agency leveraged the keyword lists in Laser Vein Center’s existing search engine optimization and traditional pay-per-click campaigns to craft additional custom segments specific to varicose vein treatment and spider vein treatment.
Taking another page out of the traditional pay-per-click campaign playbook, they also set up retargeting tools that allowed them to track individuals to visited the site but did not book a consultation. The same was done with an informational email blast, serving retargeted ads to individuals who opened the email.
Using Laser Vein Center’s existing website visitors as a seed group, they were able to craft a “lookalike” audience modeled after the behavioral, demographic, geographic, and contextual characteristics of the users who were demonstrating the highest engagement with the website.
Once this lookalike audience was created, the agency were able to serve ads to them directly, allowing the campaign to target the most important characteristic of all: similarity to users who demonstrated concrete interest in becoming a patient of Laser Vein Centers.
While traditional display ad campaigns are able to target by device — for instance, a campaign might bid higher for the placement on a mobile device than on a desktop computer if past campaign performance data suggests that mobile users are more likely to convert — programmatic mobile targeting takes it a step further, targeting users with specific applications installed on their device.
For the Laser Vein Centers campaign, Kobe Digital targeted individuals with Health & Beauty apps installed on their mobile devices.
Lastly, the team curated a custom whitelist of hand-picked web pages where Kobe Digital were certain they wanted ads to appear — think of this as manually-performed contextual targeting for their highest-conviction placement ideas. As with the other targeting techniques used in this campaign, selections were made based on the risk factors of age, sex, pregnancy, and obesity discussed in the agency’s initial meeting with Dr. Hortz.
Here’s a sample of some sites they include in the custom whitelist:
• Yahoo! Health
• Medical News Today
• Mayo Clinic
• Circle of Moms
• Women’s Health
Where applicable, Kobe Digital selected specific pages to add to the whitelist. For example, in addition to the WebMD homepage, they also whitelisted the specific WebMD pages about deep vein thrombosis and skin problems. Similarly, the varicose veins page on Healthline and the “My Pregnant Body” section of Parents.com were also whitelisted.
While all of these targeting methods may seem overly meticulous, the results speak for themselves: the Laser Vein Centers programmatic campaign was able to deliver conversion rates nearly three times higher than those achieved through traditionally purchased display ads that had run previously.