Strategic use of the Microsoft Advertising Network (MSAN) helped a health insurance plan facilitator increase high-quality leads during an incredibly competitive period of open enrollment.
SEO + Content Case Study
Paid ad strategy cuts ad spend in half
Overhaul of Google Ads strategy saved a medical device manufacturer thousands of dollars by better targeting qualified customers and reducing overall cost-per-conversion (CPC).
Results Highlights
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38%
Decrease in Cost-per-Conversion
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46%
Decrease in Ad Spend
The Client
The client is a diagnostic medical device manufacturer with both domestic and international locations. They came to us at the end of 2019 guidance for their paid digital strategy.
The Objective
We found they had been overspending and serving ads to too broad an audience. They needed guidance interpreting their data and applying it to their strategic paid search strategic decisions.
“We weren’t satisfied with our previous PPC agency — they weren’t actively managing our accounts, and their reporting was a disaster. We were looking for another provider that could bring proactive strategies to the table.”
Digital Marketing Specialist, Medical Device Company
Strategy:
Restructured campaign for easy management and optimization
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The Problem
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Oversegmentation of their ad account had incorrectly funneled brand conversions into non-branded campaigns. As a result, the client wasn’t getting an accurate representation of what was happening with their ads and conversions.
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The Solution
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We overhauled their internal campaign organization to clearly delineate between branded and non-branded conversions.
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Why it Matters
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The benefit to the client is higher-level, but organization at the bottom makes utilizing data for strategic decisions easier cheaper and easier on the back-end. By restructuring the account we were able to deliver more meaningful insights on how to best spend their budget.
“When we approached Digital Third Coast, our Google Ads account was a mess. They managed that account to optimize it for conversions. They set up Google Tag Manager, which helps us manage and deploy marketing tags. They’ve walked me through their processes whenever I have a question.”
Optimize keyword strategy for customers, not just conversions
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The Problem
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Our initial audit revealed the client had been serving ads to a very broad keyword audience. As a result, they were paying for ad clicks (conversions) to a mixture of both qualified and unqualified traffic.
For example, their ads were appearing in searches for both “information about x procedure” and “information about x procedure device.” While these phrases appear similar, they convey differing levels of intent when it comes to converting. -
The Solution
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We sorted through 7,000 search terms and discovered hundreds of keywords that needed to be added to their negative keyword list. We eliminated negative keywords like “toyota,” “jobs,” “pain,” and others to try and filter out as much unqualified traffic as possible, and better target their ads to their desired audience.
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Why it Matters
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Eliminating unqualified traffic did wonders for their ad spend. Without sacrificing qualified conversions, we were able to nearly cut their budget in half.
“They worked to get a sense of our business and target audience before implementing new strategies.”
Correct landing page tracking
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The Problem
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The landing page for their ads lacked the right tagging to better track how customers got to the conversion point.
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The Solution
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We made it easier for landing page traffic to easily navigate to their website. We then included better tagging to track customers behavior to understand their interactions before they became a customer.
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Why it Matters
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The client wasn’t getting real attribution on their landing page clicks – and thus they couldn’t get an accurate picture of their customer’s journey across channels. Their industry has longer conversion tracks than the client initially realized. Our tagging was able to inform our client how and when their customers interacted with their paid ads, landing pages and website before they converted, creating a clearer timeline of their buyer’s journey.
Results
The client was able to dramatically reduce their ad spend (by nearly half) without losing out on leads and conversions. We were also able to produce these remarkable results within the extenuating circumstance of a global pandemic.
During much of this period, the market was going through uncertainty, yet we were able to keep the client’s leads steady and helped them reduce their marketing budget by streamlining a more efficient, results-producing paid ad strategy.
46%
Reduction in overall ad spend.
Our paid search strategy took their cost-per-conversion from $193 to $120, and reduced their overall ad spend by 46%. It’s important to note that this strategy saved the client thousands of dollars and cost them very few leads. At the end of our campaign work, our client earned essentially the same number of customers with half the cost to acquire them.
“Our recent analysis serves as a major testament to the quality of their work. We were looking at our paid search performance for this month — in the trenches of COVID-19 — and comparing it to last April, when we had our other agency. We’re spending less money on Google Ads this month than April of last year since we tightened our budget in light of the pandemic. What’s amazing is that there’s effectively no change in the number of leads generated. Digital Third Coast is performing at the same level as the other agency — despite two major constraints that the latter didn’t face.”
Digital Marketing Specialist, Medical Device Company
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Lyndsey Maddox
Chief Executive Officer
Email Lyndsey. Find out how we can help.