Client: [Redacted] Medical Research Company
Industry: Healthcare
Industry: Healthcare
Introduction
Due to the pandemic a medical research company came to ATRA needing help in starting their advertising efforts again in an effort to generate qualified leads while scaling spending.
How We Achieved Success
01
Challenge
Due to the global pandemic the clients ads and accounts sat dormant for a long period of time, as did their brand. This lack of qualified leads required ATRA to act fast in helping generate new leads in a short time frame and within a specific budget.
02
Approach
To tackle their challenge, the team audited their account, identifying and promptly restructuring high-priority pain points. Employing SKAGs (single keyword ad groups) for budget control and ad copy relevance, along with long-tail keyword targeting and precise GEO targeting, complete control over campaigns and effective scalability were achieved. Continuous optimizations, ranging from keyword bid adjustments to device bid adjustments and day-of-the-week bid adjustments, led to impressive results.
03
Solution
Upon launching campaigns on both Bing and Google Ads, we organized their targeted GEOs into a tiering system (T1, T2, & T3) based on priority, emphasizing tight control over geo-targeting during the global pandemic. By maintaining extreme granularity in our campaign structure, we gained better control over spend per geo, enabling more strategic allocation to top-tier locations. Further segmentation into non-brand and brand campaigns revealed a focus on lead quality, recognizing leads as the primary low-funnel opportunity for quicker conversion into closed deals and revenue.
March 2021 Campaign Launch:
- Spend: $8,501.21
- Total Leads: 137
- CPL (Cost Per Lead): $62.05
July 2021 Campaign Update:
- Scaled Spend: $77,327.63
- Total Leads: 1,002
- CPL: $77.17
Performance Comparison:
- Volume Increase: 7.31x
- CPL Increase: $15.15 per lead (still under CPL goal)
This created the following results:
Accumulated Leads
$
The Cost Per Lead Goal
$
What We Got As Cost Per Lead
%
Decrease In CPL
x
Lead Volume Increase
