Orthodontics Australia UpdateJune 2020

Program goals & objectives

Program objectives

To ensure anyone looking to undergo orthodontic treatment books a consultation with an orthodontist (not a dentist).

Continue to build & reach new audiences and invite

them to join the orthodontics conversation

Metrics

• Reach (earned, owned & paid)• Traffic (Overall & Referral)• Search (SEO and paid)• Social advertising costs

(Cost per view, Cost per Ad Recall & Cost per 1000 impressions)

AttractNew audiences à

Position OA as the source of truth on all things orthodontics. Educate

on the difference between an orthodontist and a dentist

Existing audiences àEducate on relevant themes. Encourage a dialogue with

consumers to nurture them from consideration through to

conversion.

EducateConvert interested

consumers into prospective patients

Convert

• Social Media engagement (cost per click)

• Website (returning traffic, time spent on page, page views, back links and comments)

• Media enquiries for expert commentary

• Consumer calls to HQ

• Finder Tool searches (By location and name)

• Prospective conversions (ie. Clicks on web link, telephone number or email details)

• Site Searches & Finder Clicks -Facebook

Mission

Image Forward Image-conscious adult audience, seeking treatment for themselves. Unlikely to have children. Career

ambitious, fashion and tech savvy.

Financially comfortable parents of teenage children, who want the best treatment for

their child. They want to balance cost and benefit with the overall experience.

Switched On ParentsAverage income parents of primary

aged children, interested in reliability, functionality, and spotting the signs of needing orthodontic treatment early.

Diligent Carers

Who are we talking to?

Orthodontics Australia Campaigns Update September 2019 - March 2020

OA Campaign Phases

Brand Campaign

‘3 Years’

Blockbuster campaign 2

‘Treatment options/No

substitute for a specialist’

Blockbuster campaign 1

‘Dollars and sense – cost’

September / October (8 weeks)

November/December (6 weeks)

February / March (6 weeks)

Phase 1 Phase 2 Phase 3

NOW COMPLETE NOW COMPLETE NOW COMPLETE

Reach

Video views

Traffic

Conversions

3 million Australians

700,000 completed video views

60,000 website visitors

8,000 Find an Orthodontist Tool visits

What did we set out to achieve? The overarching goal of the ASO’s communications program is

to build confidence in the profession to ensure that anyone

looking to undergo orthodontic treatment books a consultation

with an orthodontist (not a dentist).

While we know this is going to take some years to achieve, we set out to

achieve the following KPIs and help move the dial towards our ultimate

end goal.

Joh to update

FinderTool Conversions12,163

Visits to the Finder Tool, both directly through paid ads and via the Orthodontics Australia

main website

Articles Views

22,144 / 23,581The number of articles read on Orthodontics

Australia or OA articles on Mamamia & Kidspot through direct advertising

Completed video views1,256,807

The amount of times our video content was watched, including social media ads and

pre-roll ads on partner sites, from beginning to end.

Total Reach5,128,230

The number of people who saw our content across all platforms excluding display banners

What do our metrics really mean?

Traffic to Cost/Treatment Hubs25,672

The number of people who visited the Cost and Treatment Hubs throughout the

campaigns period

Traffic to website79,053

Traffic to the Orthodontics Australia website as a direct result of our campaign

advertising activity

KPIs & Results: Full Campaigns Recap

Objective Metrics KPI TOTALS (across all 3)

PHASE 1 RESULTS PHASE 2 RESULTS PHASE 3 RESULTS FINAL RESULTS % DIF vs KPI

Awareness

Campaign Reach 3,000,000 1,971,407 campaign reach

1,007,000campaign reach

2,149,823campaign reach

5,128,230campaign reach

+70.9%

Completed Video Views 700,000 641,547

completed video views 259,886

completed video views355,374

completed video views1,256,807

completed video views +79.5%

Consideration / Education

Article Views(Mamamia & News Ltd)

17,50019,576

article views (media partnerships)

2,568article views (media partnerships

N/Aarticle views (media

partnerships)

22,144 article views (media

partnerships)+26.5%

Podcast Listens(Mamamia & News Ltd)

102,000 127,342 podcast ad listens

N/A N/A 127,342 podcast ad listens

+24.8%

OA Article Clicks (across 3 campaigns)

20,000 13,538 article clicks

8,440article clicks

1,603article clicks

23,581article clicks

+17.9%

Traffic to websitefrom media partnerships

11,000 1,284 traffic to website

395traffic to website

4,083traffic to website

5,509traffic to website

-49%

Clicks to OA website (Total) 60,000 28,468

traffic to website 26,242

traffic to website 24,343

traffic to website 79,053

traffic to website +31.7%

ConversionsTraffic to Cost /Treatment Hub 20,000 N/A 12,518

traffic to Cost Hub13,154

traffic to Treatment Hub25,672

traffic to Hubs+28.3%

Finder Tool / Ortho Check Conversions 8,000

4,174 Finder Tool / Ortho Check

conversions

2,856Finder Tool / Ortho Check

conversions

5,133Finder Tool / Ortho Check

conversions

12,163Finder Tool / Ortho Check

conversions+52%

While we set ambitious KPIs off the back of a successful 2018 Brand Campaign, we managed to exceed all but one across the three campaigns. In

addition to achieving great results, these campaigns have also given us plenty of learnings to take into our future campaign activity.

Insights & recommendations• The video and awareness campaign has generated over 1 million completed video views – This figure is a strong result and

has played a key role in creating mass awareness of the campaign messaging. While the assets were effective in

generating awareness, the lack of variation between videos used across the platforms within each campaign may have led

to creative fatigue which would result in a decline in the volume of completed views.

• Across social advertising, the Treat Yourself Adults audience maintained relevance for the campaign content as the best

performing audience, while the Switched On Parents audience recorded the highest volume of article views. However, all

our audiences performed strongly and achieved above industry average results.

• The articles drove a consistent response within all audience segments, however the total volume of link clicks does not

accurately reflect this as not all activity was linked to OA articles with the addition of Hub and Finder Tool ads.

• We recommend incorporating additional articles for future campaigns to refresh content and extend the influence on

each audience segment.

• The Retargeting audience was implemented for conversion activity, retargeting those who have previously engaged with

the Brand Campaign, driving higher volumes of traffic through to the site than would have been otherwise accomplished.

• The conversions achieved through Native activity was exceptionally strong. This traffic showed significant intent to use

the tools throughout the campaign as evident by the large volume of Finder clicks from this platform.

Insights & recommendations• The top performing creative across most platforms involved female young adults, except for Social in which the top

performing ads included children. This is indicative of the audiences using each platform, and their likelihood of respond

to creatives which reflect their current situation.

• Google paid search saw success directing traffic through to the OA site. We would recommend utilising this platform

again in future campaigns and as part of an “Always On” campaign.

• YouTube performed significantly above the industry average, generating a view rate of 76.9%. While no conversions were

generated, this is to be expected as YouTube is best suited to build awareness rather than actions with limited exits

expected from the platform. Rather than limiting the audience used for this platform, we recommend continuing to

implement a broad audience as this evidently delivers results.

• Programmatic Video was used on a small scale for this campaign, with strong, higher than industry average results.

Similarly to YouTube, while it recorded a high volume of completed videos views, it was more effective in generating

awareness for OA than delivering conversions.

Insights & recommendations ResultsCTR 0.08%Viewable impressions 242,437

• While Media Partnerships involving sponsored content placed on News.com.au, Mamamia or Kidspot were not effective methods of driving traffic to the Orthodontics Australia website, they did have high on-page performance. This demonstrates that there is consumer appetite for the information we are sharing. If we explore sponsored content in the future, we will need to be careful about our objectives and the audience intent when setting our KPIs.

• Advertorial content can still be important for brand awareness and messaging as demonstrated in 2018, however we will work with Media Partners to deliver content that prioritises our objectives. This will be largely dependant on the theme of the campaign and our key CTAs.

• Display advertising was a core focus in campaigns 2 & 3 and while we were able to see high impressions and brand awareness, click through rates for this medium are low across all industries. While display ads can be an important element for retargeting and reinforcing brand visuals in the future, we should not expect them to achieve high levels of traffic or conversions. In the future, we may look at using Display Advertising purely for brand enforcing and will set awareness-based objectives only (ie. Impressions Served).

Paid Strategy EvaluationHow did our channels perform across all three campaigns?

Content/Advertorials

Digital Video

Premium Display

Social

Mamamia network & News Corp Network: An effective way to share key messages and strong readership on partner platforms, but did not convert to achieve our

traffic (conversion) metrics.

Increased reach and brand awareness, particularly when a suite of video assets was utilised. Is best suited to brand awareness activity with low click through rates.

Visually strong from a brand and campaign awareness perspective, but had low click through and conversion results overall.

Social is a great connection point for our audiences (new and engaged) and our campaigns, demonstrating strong engagement and traffic results. Mandatory

conversion driving platform for all future campaigns.

Native Advertising A strong performer for website traffic and article views. A key tool in supporting consumer education without specific campaign imagery.

Search EngineMarketing

Helpful and supportive for driving conversions from those most ‘in-market’.. We recommend SEM activity continue through Always-On periods.

Orthodontics Australia 2020 Q1 Results Highlights

April 2020

41Consumer calls to ASO HQ

111,877Web visitors

7.5% increase compared to Q4 2019 11% above KPIs

405,887Social media reach

11.15% decrease from Q4 201915.97% above KPIs

77,589 Organic search traffic

25% increase compared to Q4 2019

Q1 2020 Highlights

3,046Finder Tool searches

15% increase from Q426% above KPIs

39%Prospective conversion rate

(# of users clicking on practice website, telephone, email)

259% above KPIS

Top content pages

Keep Left x NEFF— NOVEMBER REPORT

• It’s no surprise that the ‘Treatment Hub’ was the most popular page in Q1, with a significant paid budget to support it.

• It is followed by the regular ‘evergreen’ pieces about cost, foods for healthy teeth, braces & facial shape.

• More than 70% of traffic is now coming to the site from mobile. Note, the /amp extensions on some of the results on the right. As mentioned earlier these are special (AMP) mobile only pages that appear near instantly and hence get prioritised by Google.

Keep Left + Orthodontics AustraliaQ1 Report

SDC & Referral traffic

Keep Left x NEFF— NOVEMBER REPORT

• Interestingly, Smile Direct Club has contributed to 2.3% of all referral traffic to the OA website in this period.

• Whilst it is not a large volume, it shows that many consumers are concerned about the validity of cost claims and want to know more about their treatment options before taking the leap.

Keep Left + Orthodontics AustraliaQ1 Report

Paid Strategy Update and Insights

Keep Left x NEFF— NOVEMBER REPORT

In March, Keep Left introduced the use of unpublished social media ads to the ASO paid strategy. This allowed us to generate ads in the ‘backend’ of Facebook, instead of publishing them directly onto the newsfeed. This meant we could optimise the ad, and change the copy or creative if we weren’t seeing the result we wanted to.

Keep Left also introduced the use of Instagram stories to drive traffic to the website. It is positive to note that this content was able to generate traffic more cost-efficiently than the average for March, with a CPC of only $0.81 (account average was $0.91).

While this content was only targeting “Treat Yourself Adults”, we believe that using assets created specifically for this placement will generate stronger results across the account as a whole.

We are currently only using stills in this placement, however we are able to implement gifs as well, by overlapping text during the implementation of the ads. This is something we can consider for future ads.

Keep Left + Orthodontics AustraliaQ1 Report

Social Media Paid Performance• Looking at total quarterly results for ‘always on’ activity (excluding Brand Campaign), we achieved an overall CPM of $6.85 - $1.25

more cost efficient than our KPI for the quarter. Impressions also became more cost effective sitting below the quarterly KPI of $7.50. We believe the combination of audience optimisation and retargeting has produced these strong results.

• Our Cost per click also became cheaper falling to $0.77 - a $0.30 decrease from the previous quarter. This reduction in cost comes as no surprise with the recent shifts in our paid strategy. Prioritising unpublished ads has allowed us to test posts and optimisecopy/creative based on performance, therefore achieving a stronger result than we were able to previously.

• We did see a decrease in our engagement rate this quarter, which is now sitting at 2.51%. This change can be attributed to prioritising traffic campaigns in the last few months, which led to less video content being published. While Click Through activity will continue to be a focus for us over the coming months, we will be sure to amplify video if we feel it’s likely to resonate with our audience in order to leverage this metric.

• While overall the quarter was strong, we did see a slight increase in our CPC near the end of March due to the COVID-19 Pandemicwhich rose the overall CPC above the KPI for this month. With all the educational content being produced in April and beyond, webelieve the CPC will continue to drop over the next quarter.

Keep Left + Orthodontics AustraliaQ1 Report

*only counting brand awareness activity

Impressions1,104,912

Clicks9,788

CPC$0.77

Reach405,887

Best Performing Organic Posts (Facebook)

Best Performing Paid Posts (Facebook)

Keep Left + Orthodontics AustraliaQ1 Report

Highest ReachReach: 98,593

Engagements: 945

Highest TrafficReach: 98,592

Traffic: 1,996 clicksReach: 1,209

Engagements: 497Reach: 7,078

Engagements: 1,079

keepleft.com.au PR + Content Marketing

42 Moray St.Southbank, Vic. 3006

keep-left-prkeepleft

@keepleftprKeepleft

COVID-19 ResponseThe global coronavirus pandemic has been a completely unprecedented experience for everyone. We have been consumed by daily updates from multiple sources and regulations that changed rapidly.

To support members and consumers during this prolonged period of uncertainty, we have been responsive with our actions and created a number of assets to aid practices with their communications and to educate their patients.

These have included:• 1 x live COVID-19 article and social posts, updated as the

recommendations change• 1 x practice closure fact sheet PDF & Word Template• 3 x COVID specific hygiene blogs• 1 x Handling Orthodontic Issues at Home fact sheet

We’ve added these assets, along with all our relevant existing GIF / Social content to a Members’ Google Drive

Thank you.

Thank you.