Oneupweb Client Snapshots: Banfield Pet Hospital

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Banfield is the largest veterinary pet care provider in the world, with more than 750 hospitals across the United States. Banfield came to Oneupweb with three very specific goals: to rank within the top 10 listings on the leading search engines, to enhance brand awareness and to increase veterinary visits.

SOLUTION

To meet Banfield’s goals, we put on our lab coats and began crafting a multi-platform strategy that consisted of natural search, pay-per-click and display advertising. Our natural search team created listings for Banfield hospitals with locally optimized content for all hospital locations. Then our team optimized Banfield.com with highly competitive industry search terms. Downloadable coupons were added to promote veterinary visits.

In light of the success of the campaign, Banfield expanded the project scope to include a dynamic global landing page, which delivered a better user experience, lower cost-per-click and delivered an even higher conversion rate.

RESULTS

  • Monthly site visits increased 61%
  • Generated over 500,000 clicks within a 20-mile radius of Banfield hospital locations throughout the U.S.
  • Our paid search campaign converted over 30% of all unique visitors
  • The display campaign surpassed average industry performance by over 33%
  • Coupon-related conversions jumped 259% over the first year

CHANNELS & TOOLS

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