As a company, we are dedicated to manufacturing thousands of custom dental splints annually in our state-of-the-art laboratory. Leveraging our extensive experience and specialized knowledge, we are committed to providing you with the highest quality, most durable, and best-fitting products. Our dental splints are designed to effectively relieve your pain and ensure a comfortable night’s sleep.
About The Client
MYMOFOSMILE is recognized globally as a world-class dental laboratory, distinguished by its extensive experience and a steadfast, proven history of consistently producing high-quality dental fabrications. Our foundation is built upon a commitment to excellence, utilizing a synergistic blend of cutting-edge knowledge, state-of-the-art technology, and deep professional expertise. This powerful combination allows us to deliver premium dental products that don’t just meet industry standards—they surpass them.Every product leaving our facility undergoes a rigorous, multi-stage vetting process. This strict quality control ensures that each item is meticulously tried and tested to our own exacting specifications before ever reaching our valued clients.
Ad revenue
Lower cost
4:1%
Average ROAS
2.7X%
ROI Growth
The Challenge
Mymofosmile , an Australian company specializing in the sale of various types of electronic bicycle hoverboards, is committed to offering these products to customers at competitive and affordable prices. Despite the appeal of their product line, the company is facing several critical challenges that are hindering growth and efficiency across its digital marketing and operational efforts.Digital Marketing and Performance Tracking Deficiencies
One of the most immediate and concerning issues is a lack of comprehensive tracking efforts across all digital marketing channels. This deficiency has led to significant uncertainty and has caused key stakeholders, such as Lou, to question the overall effectiveness and Return on Investment (ROI) of ongoing campaigns, particularly those run on platforms like Google Ads.
Furthermore, the company is experiencing unacceptably high Cost-per-Click (CPC) rates in certain sectors, such as the retainer and mouth guard industry (an apparent cross-industry comparison or an error in a separate campaign, but noted as a major cost drain). Specifically, a related entity or campaign, Mymofosmile, reported an average CPC of $3.44. These elevated costs are unsustainable and point to poor targeting, low Quality Scores, or fierce competition in the ad auctions.Website Optimization and Conversion Weaknesses
The core digital presence of Mymofosmile is severely undermined by poor website optimization. This lack of strategic and technical refinement means that the website is failing to attract the intended customer base effectively. Consequently, the site is experiencing limited conversions, indicating a broken or inefficient conversion funnel that is not successfully turning traffic into sales or leads. This weak performance suggests issues with user experience (UX), site speed, mobile responsiveness, and compelling calls-to-action (CTAs).Engagement and Lead Generation Hurdles
A crucial business objective that is currently underperforming is the need to significantly increase participation in weekly webinars and Zoom call meetings. These sessions are vital for educating potential customers, building trust, and moving leads down the sales pipeline. The current low attendance rates suggest issues with the promotional strategy, the perceived value of the content, or the accessibility of the sign-up process.The Critical Need for Measurable Performance
Underpinning all these issues is a fundamental operational gap: the absence of a reliable system to measure and report on all key performance indicators (KPIs). The business requires a shift to a data-driven model where everything is measurable, particularly the performance of all traffic channels—from organic search and paid ads to social media and email marketing. This measurability is essential to accurately diagnose current problems, attribute success, justify marketing spend, and make informed strategic decisions for future growth.
The Comprehensive Approach for Mymofosmile Company
he core philosophy of the Mymofosmile Company is to make its valuable programs and services accessible to the widest possible audience by maintaining affordable and competitive prices. This commitment to accessibility is central to every strategy outlined below.
To achieve maximum impact and ensure program success, a multi-faceted and data-driven digital marketing and analytics strategy will be implemented:
- Strategic Program Campaign Development
A dedicated, targeted digital marketing campaign will be meticulously created for each individual program offered by Mymofosmile Company. This ensures that the unique value proposition of each program is communicated to the most relevant audience segments. These campaigns will encompass:
- Audience Segmentation: Identifying and targeting specific demographics, interests, and behaviors most likely to convert for each program.
- Tailored Messaging: Crafting unique, compelling ad copy and creative assets that resonate with the target audience of the specific program.
- Channel Selection: Utilizing the most effective platforms (e.g., Search, Display, Social Media) based on where the ideal customers for each program spend their time.
- Advanced Conversion Tracking and Data Integrity
A foundational element of this approach is the commitment to a robust, end-to-end conversion tracking system. This principle dictates that “we track everything” to provide actionable insights and optimize performance. Key components include:
- Setup of Comprehensive Conversion Tracking: Implementing specific tracking codes across the website and landing pages to accurately record key user actions (e.g., sign-ups, purchases, lead submissions). This allows for precise attribution and calculation of Return on Investment (ROI) for all marketing spend.
- Strategic Google Advertising Implementation
Leveraging the power of the Google ecosystem is critical for re-engagement and detailed commerce reporting:
- Setup of Google Ads Remarketing Tag: A crucial step to re-engage users who have previously visited the website but did not convert. This tag enables highly effective Remarketing campaigns, serving tailored ads to high-intent individuals across the Google Display Network and YouTube, significantly increasing conversion rates.
- Modern Web Analytics and E-commerce Reporting
Adopting the latest generation of web analytics ensures data accuracy and granular reporting:
- Set up of GA4 (Google Analytics 4) E-commerce Tracking and Reporting: Implementation of GA4 is essential for accurate, event-based tracking of user behavior across the customer journey. Specifically, e-commerce tracking will provide deep insights into product performance, sales funnels, and customer lifetime value. As part of our comprehensive data philosophy, this reiterates that “we track everything”—from initial exposure to final purchase.
- User Behavior Visualization and Optimization
Moving beyond traditional metrics, understanding why users behave the way they do is vital:
- Setup of Microsoft Clarity Video Reporting Tools: Implementation of a powerful user behavior analytics tool like Microsoft Clarity allows for qualitative data analysis. This includes Session Recordings (video replays of user interactions), Heatmaps (visualizing clicks, scrolls, and mouse movements), and deep insights into customer struggle points, enabling data-driven User Experience (UX) and conversion rate optimization (CRO) improvements.
Comprehensive Campaign Strategy and Goals
The overarching objective of this campaign was meticulously designed to address and rectify the specific performance bottlenecks that Mymofosmile had been encountering. By establishing a clear set of strategic goals, we aimed to transition from merely addressing symptoms to implementing fundamental improvements that would yield measurable, sustainable growth.
The following represent the core strategic pillars and specific goals developed for the campaign:
- Structural Alignment and Precision Targeting
To effectively counter the industry’s pervasive high Cost-Per-Clicks (CPCs) and ensure budget efficiency, the campaign was structured for maximal specificity and relevance.
- Construct a campaign that precisely mimics the website structure: This deliberate structural alignment is the cornerstone of our strategy. By creating a mirrored campaign architecture, we were able to achieve granular control over our targeting.
- Specificity in Ad Groups and Keyword Selection: This parallel structure allows for the creation of hyper-focused ad groups, ensuring that only the most relevant, high-intent keywords are selected for each service or product page. This precision significantly increases Quality Score and, consequently, lowers the effective CPC by ensuring a direct and relevant journey from search query to landing page.
- Counterattack High CPCs: By increasing ad relevance and Quality Scores through this method, we strategically reduce the overall cost of acquiring a lead, turning a highly competitive, high-cost environment into a more manageable, profitable one.
- Geo-Strategic Audience Targeting
Ensuring that ad spend reaches the most probable customers is critical for maximizing Return on Ad Spend (ROAS).
- Use geotargeting to reach the ideal target audience: The campaign will employ advanced geotargeting strategies to focus advertising efforts exclusively on locations where Mymofosmile’s services are most in demand or where their key demographic resides.
- Targeted Location Focus: This involves identifying specific cities, regions, or radius zones where the need for the main services is highest. This prevents wasted ad spend on geographically irrelevant searches.
- Reach People in Need of Main Services: By combining high-intent keyword selection with precise geographic boundaries, we ensure that the advertisements are presented only to people who are both actively searching for the service and are located within the service area.
- Robust Performance Measurement and Data Utilization
A campaign’s success is defined by its measurable impact. Establishing comprehensive tracking mechanisms is non-negotiable for continuous optimization.
- Install tracking mechanisms that show data we can use to measure the impact their campaigns are having: This involves setting up comprehensive conversion tracking, including Google Ads conversion actions, Google Analytics goals, and potentially phone call tracking.
- Actionable Data Collection: The focus is on collecting actionable data—metrics that directly correlate with business outcomes, such as lead quality, conversion value, and cost per acquisition (CPA).
- Measuring Campaign Impact: This tracking system provides the necessary insights to attribute performance directly back to specific ad groups, keywords, and creative elements, thereby informing iterative optimizations and ensuring the long-term health and efficiency of the campaign.
- Quantitative Performance Goal
Setting a clear, quantitative target provides a benchmark for success and defines the minimal acceptable output of the campaign.
- Generate at least 100+ Product sales leads per month with the AdWords campaign: This is the primary key performance indicator (KPI).
- Minimum Lead Volume: The goal of 100+ high-quality leads serves as the minimum threshold for success, ensuring a sufficient pipeline for Mymofosmile’s sales team. This volume is projected to be achieved by executing the structural, targeting, and tracking strategies outlined above, converting high-intent traffic into qualified prospects.
Focus on Product Sales Leads: The specific focus on “Product sales leads” ensures the campaign is generating prospects for high-value conversions, contributing directly to the client’s revenue growth.
Action Steps
As with all engagements involving new clientele, the initial phase demanded a thorough immersion into the client’s industry landscape. This deep-dive research was critical for accurately diagnosing their market position, identifying competitive pressures, and, most importantly, pinpointing the most efficacious internet advertising channels. The analysis decisively indicated that Google AdWords was the optimal platform for this specific client, promising the most direct and measurable route to achieving their sales objectives.
Following this strategic conclusion, the immediate priority shifted to the meticulous development of a targeted campaign strategy. A rigorous comparison was performed between the client’s maximum acceptable product sales acquisition cost (CPA) and the projected costs of clicks and anticipated conversion rates. This financial modeling, which calculated the potential Return on Investment (ROI), made it abundantly clear that a focused Pay-Per-Click (PPC) campaign would be not only viable but highly lucrative, offering a clear path to generating a positive return on their advertising spend.
To ensure the campaign’s success and establish a foundation for continuous, data-driven optimization, the development and implementation of robust conversion tracking were prioritized before the campaign’s official launch. The setup process included several crucial technical steps:
- Creation of a Website Ecommerce Data Layer: This foundational step ensures that all necessary transaction and product-level data is correctly structured and accessible for tracking tools.
- Google Tag Manager (GTM) Configuration for High-Value Events: GTM was configured to precisely track key conversion events, including:
- Add to Cart
- Start Checkout
- Purchase (Crucially, configured with Dynamic Value conversion tracking to measure revenue).
- Deployment of Google Ads Remarketing Tags (Google Recommended): A comprehensive remarketing strategy was established by tracking all essential user interactions to build highly segmented audience lists. This included tracking:
- View Items
- Add To Cart
- View Cart
- Start Checkout
- Add Payment Info
- Purchase
- Integration of GA4 Ecommerce Tracking: The Google Analytics 4 property was set up via Google Tag Manager to provide a holistic view of the user journey and transaction performance, tracking events such as:
- Page View
- View Items
- Add To Cart
- View Cart
- Start Checkout
- Add Payment Information
- Purchase (including the capture of the Purchase amount).
- Configuration of Microsoft Clarity: To gain deeper qualitative insights into user behavior, heatmaps, and session recordings, the Microsoft Clarity video reporting tools were configured and integrated into the overarching reporting framework.
The client’s patient base demonstrated a clear geographic concentration, with the majority residing within an approximate 40-mile radius of Mymofosmile. This vital piece of demographic information allowed for the implementation of highly localized and geo-targeted solutions within the Google Ads platform. These targeted campaigns were specifically designed to promote the client’s primary services directly to their core local audience, maximizing the efficiency of the advertising budget.
Finally, to consistently and accurately measure the financial efficacy of all advertising efforts, specialized call and conversion tracking tools were implemented directly onto the client’s website. These tools ensured that the true ROI from the campaigns could be calculated by attributing leads and sales back to the specific campaigns, ad groups, and keywords that generated them. Beyond the native advertising platform reporting, Google Analytics was maintained and utilized as the primary, independent monitoring tool to provide supplementary performance data, track user engagement metrics, and facilitate continuous performance enhancement through iterative data analysis.
Our Solutions
As the dedicated PCC Strategist, my primary focus was on implementing targeted, data-driven solutions to achieve the client’s ambitious goals. My strategic approach was multifaceted, combining a complete digital overhaul with highly optimized advertising campaigns, all while establishing robust performance tracking mechanisms.
- Digital Foundation and User Experience Enhancement
The cornerstone of the strategy was the recommendation and oversight of a brand-new, cutting-edge mdniamul.com website. This was not merely a cosmetic update; the site was architecturally designed from the ground up with a singular focus: maximizing conversion rates and delivering a superior, intuitive user experience for all visitors transitioning from the Mymofosmile site. Key features of the redesign included:
- Optimized Conversion Pathways: Streamlined navigation and clear Calls-to-Action (CTAs) were implemented to guide visitors seamlessly toward booking appointments or making inquiries.
- Mobile Responsiveness: Ensuring flawless performance across all devices was paramount, reflecting the reality of modern web traffic.
- Enhanced Loading Speed: Technical optimizations were performed to reduce bounce rates and improve overall search engine ranking factors.
- Highlighting Unique Value Propositions through Advertising
I meticulously refined the content of the advertisements to powerfully communicate Mymofosmile’s distinctive competitive advantages. The goal was to remove barriers to entry and instill trust. These highlighted value propositions included:
- Accessibility: Emphasizing the convenience of accepting walk-ins.
- Financial Flexibility: Clearly communicating the availability of flexible payment plans for uninsured patients, significantly expanding the addressable market.
- Incentives for New Patients: Aggressively promoting several new patient discounts to encourage trial and initial conversion.
- Comprehensive Service Offering: Ensuring that the full breadth of Mymofosmile’s specialized services was prominently featured.
- Strategic Campaign Optimization and Product Focus
To maximize the return on investment (ROI) from the advertising spend, I implemented a laser-focused approach to campaign targeting and product promotion. Instead of broadly promoting all services, the campaigns were strategically directed toward driving sales and adoption for Mymofosmile’s high-value, signature products:
- The Light Grinder: Positioned as a flagship, innovative solution.
- Mymofosmile: The core branded service offering.
- Teeth Whitening: A highly sought-after, high-margin elective procedure.
- Geo-Targeting and Local Dominance
Recognizing that the vast majority of their patient base resided within a 40-mile radius of the Mymofosmile facility, I leveraged advanced geo-targeting capabilities. I successfully executed targeted solutions specifically promoting their primary services within this critical catchment area. This localized, concentrated effort minimized wasted ad spend and maximized relevance for prospective patients living close to the facility.5. Robust Performance Monitoring and Continuous Enhancement
A critical component of the strategy involved establishing an ironclad system for tracking and accountability. To accurately measure the ROI from all digital campaigns and justify the marketing investment, two essential tracking tools were implemented on the newly designed website:
- Call Tracking: Used to attribute phone inquiries directly back to the specific campaigns that generated them.
- Conversion Tracking: Monitored all defined on-site actions, such as form submissions, appointment requests, and key page views.
Furthermore, Google Analytics remained an indispensable, actively utilized monitoring tool. I consistently analyzed the data provided by these tools—including user behavior, conversion funnel performance, and campaign effectiveness—to execute continuous, data-driven optimizations, thereby ensuring sustained performance enhancement and long-term goal achievement.
Results
In just one month, my client saw amazing results!
Conversion Rate of 30-36% An 85% increase in quality leads & Sales
Over time, I consistently generated numerous leads at a lower cost. Despite sector challenges, the average income per lead surpassed expectations, a motivating outcome. Mymofosmile’s growth was significantly aided by the redesigned website and the targeted PPC campaign, which identified high-converting, cost-effective keywords through proper tracking.
In just one year since our company’s inception, we have achieved over $1.5 million in sales, a success largely attributable to the assistance of mdniamul.com. To put this into perspective, a new dental office typically takes more than a decade to reach $1 million in sales. We are extremely pleased with the remarkable success we have experienced since partnering with Niamul.
Mofo
Founder Of Mymofosmile
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