Client OVME
How Rebooting Paid Media Strategy with OpenMoves Cut CPA by 49% for Medical Aesthetics Brand OVME
OVERVIEW
OVME is one of the fastest growing medical aesthetics brands in the United States. With 29 boutique studios nationwide, OVME was founded by Dr. Mark McKenna who endeavored to create a client-centric empowerment brand, where aesthetic dreams become reality.
OVME offers a range of medical aesthetics services and products to clients across the country, including Botox and Dysport, fillers, skin treatments, peptides, and more. OVME also offers many other wellness and beauty treatments at their studios and a range of cosmetics products for sale online.
OVME engaged OpenMoves at the start of 2024 to improve Paid Media performance focused on Google Ads and Meta Ads. We also started a Creative Services engagement focused on creative and landing pages to support Paid Media. During our initial audit and discussion we focused on high costs to acquire customers, issues with creative strategy, challenges in account structures, and more.
After 7 months working together to rebuild and optimize Paid Media, creative, and landing pages, together the OpenMoves and OVME teams have made significant progress improving performance in terms of both volume and efficiency. We’ve also made changes to ensure Paid Media is driving incremental growth of new customers, not just rebooking existing customers. Ultimately the combination of Paid Search, Paid Social, Creative, and Landing Pages enabled substantial all-channels performance improvements for OVME.
49%
Reduced Non-Brand
Search CPA
41%
Growth on Organic
Brand Search
35%
Improvement in
Total Account ROAS
32%
Landing Page Optimizations
Improvemed Conversion Rate
By leveraging the OVME creatives OpenMoves has been able to accelerate
the booking rates and reduce the costs per lead.
THE CHALLENGE
OVME had many challenges to tackle in terms of media and creative. On the paid side, given that OVME has multiple local studios, we had to create a media buying structure that would allow for scaling up and down at locations that needed more support. Creative also needed flexibility at the location level. Our experiences in the multi-location lead gen space helped to inform our strategy on account structure to support OVME’s local needs.
OVME, like many businesses in the lead gen and appointments space, also had marketing technology issues to tackle, and associated issues with incrementality and channel spend allocation. In an area where many transactions happen offline, how do media teams effectively decide where and how to spend to create the most total incremental success for the business? This was a very salient challenge for OVME.
CLIENT TESTIMONIAL
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The difference before and after working with OpenMoves is huge. Our Paid Media performance, and the associated creative assets, has simply seen a major improvement since we hired OpenMoves. For us, it’s about performance. We’re seeing all-time highs now on total studio performance. We credit OpenMoves for helping us drive those all-time highs through better Google and Meta performance.
THE CHALLENGE
OpenMoves has extensive experience working with clients that aim to generate bookings across multiple physical locations. Our tools for success in such businesses include:
Sophisticated Local Reporting: OpenMoves is able to quickly report on performance by location, by channel, by line of business, and for the business as a whole. Considering OVME has 29 locations, this needs to be done automatically. Using reporting platforms NinjaCat and Supermetrics, combined with a specialized campaign naming convention and other reporting strategies, we’re able to build slice-and-dice reporting solutions that allowed our internal team and the OVME team to see performance by studio and across multiple customizable metrics.
Brand Search Segmentation and Incrementality Analysis: OVME, like many advertisers, has issues with Brand Search, including brand search being included within PMAX campaigns. The problem was trying to understand how incremental, if at all, brand queries were within Google Ads. Our team helped OVME to exclude brand search across various campaigns, resulting in significant growth in branded organic traffic, without losing performance on new customer acquisition. By adopting a sophisticated approach to brand search, as well as other low-funnel media sources, OVME was able to maintain brand awareness and visibility where it matters while allocating more budget to high intent efforts including location specific and middle-of-funnel searches.
Improved Conversion Tracking Infrastructur: We helped OVME generally improve tracking and marketing technology integration between platforms like GA4, Google Ads, Klaviyo, and others. Specifically for example, we supported an improvement in the Google Ads pixel that allowed for measurement of bookings between each line of business rather than just a single conversion event for every booking . This then allowed us to implement custom conversion values across lines of business, which then enabled value and ROAS based bidding strategies. This is just one of several examples of how the OpenMoves team focuses on strong conversion tracking as a bedrock of effective media buying.
Adoption of User-Centric Landing Pages: We designed, developed and A/B tested a series of high-converting landing pages with a focus on end user experience. A fundamental part of our approach was ensuring consistent visual design and messaging from ads thru landing while placing high emphasis on a hero offer alongside user pain points. Prior to launching landing pages at scale, we methodically A/B tested each by using a combination of in-platform experiments and a 3rd Party CRO tool to ensure there was a positive impact on conversion rates compared to base pages.
CLIENT TESTIMONIAL
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OpenMoves has a number of clients like OVME, which have multiple locations, and are aiming for consumer lead gen at scale across locations. The tough part of this category of business is that you have all the normal challenges of performance marketing, multiplied by location-specific challenges like complex reporting, account structure, customized creative, and so on. With almost 30 locations and a challenging set of martech and performance issues, OVME was a complex engagement for us. But we brought an A team and a lot of heavy lifting combined with creative thinking and for us, when we know the business is at all-time highs, that’s a great feeling.
