The Esteem Cosmetics team wanted to appeal to multiple age groups to grow their traffic and, more importantly, capture traffic that would lead to conversions and revenue. They wanted to unlock a form of marketing that involves multi-intent keywords; These are different groups of keywords that have their own micro funnel within your bigger funnel.

There’s no right or wrong way to do multi-intent keywords, which makes it more difficult to decide on the right path.
“Should we focus on high search volume traffic that won’t convert? Or should we focus on highly relevant keywords with less search traffic?”
Also multi-intent keywords have different search cycles, it’s important to understand that the same conversion path doesn’t guarantee an action (a sale) to occur.

Med Spa Marketing followed the 5-C Method to diagnose and implement the right strategy to grow Esteem Cosmetics traffic. We started by reviewing their past Google analytics data to understand what keywords were delivering similar CPAs and similar conversion rates.

Through research, our team realized that if Esteem got very specific on how we aligned age group offers with certain keywords we would be able to cut CTA in half. Lowering CTA costs for highly competitive, high purchase intent keywords like “best med spa in [city]” or “Botox alternatives,” their website was set up to convert those visitors into customers.

In 60 days, Esteem Cosmetics grew their conversions & traffic by 143%