Case Studies: The Lasik Vision Institute Search Engine Advertising Campaign

February 2005

The Challenge
Historically, The Lasik Vision Institute (“LVI”) – a national provider of Lasik surgery – has had good results generating qualified surgery candidates. Traditional print advertising has historically yielded leads at a cost of $200 per lead. Seeking other cost-effective advertising avenues, LVI turned to Spur Digital to increase lead generation through search engine advertising.

The Solution
Because Spur has a proven track record of low-cost lead generation through Web marketing, we developed a concise plan that incorporated search engine advertising into LVI’s overall marketing strategy. As Americans are increasingly using search engines to research medical products, treatments and services, we saw search engines as a largely untapped resource for generating leads and building LVI’s brand awareness.

Campaign Overview
On behalf of LVI, Spur planned and implemented a very successful search engine campaign across Google, MSN, Yahoo and AOL (account for 90% of daily searches). For example, a search for “lasik surgery miami” served LVI’s ad as a sponsored link. Upon clicking on the ad, the visitor was directed to a dedicated landing page (designed and hosted by Spur) with targeted a call to action (register to qualify for special offer). After registering, the prospect’s information was emailed to LVI for follow-up. All actions taken, including search keywords, clicks and submissions, were tracked, analyzed and reported by Spur on a daily basis.

The Results
The campaign continues to be a great success. Results for the month of February 2005 show:

• Reach – almost 600,00 impressions
• Clicks –20,000+ at a cost of $3 per click
• Leads - almost 3,000 valid leads
• Cost per lead - $25 (vs. $200 historical cost)

Spur Digital’s Role
Spur Digital managed each aspect of the campaign, including:

• Conducted research and planning
• Developed media (keywords, ad copy and landing pages)
• Developed lead database
• Provided daily monitoring, reporting and analysis
• Optimized campaign through active keyword and ad management
• Measured financial impact and ROI