Increased leads by 44% for a leading healthcare brand with the help of winning search campaigns
The Outcome
44%
Increased leads
43%
Lead rate improved
52%
Lowered CPL
Increased leads
Lead rate improved
Lowered CPL
Initially, the search campaigns were run on manual bidding basis several factors such as past keyword performance or ad position in North & South region
Due to multi-hospital & multi-specialty structure, there were several highly bifurcated campaigns running simultaneously for which we had to allocate budget at an ad group level. Thus, it became time consuming to optimize each campaign manually.
Hence, to simplify the workflow without damaging the campaign progress, we decided to test out the new Google’s Machine Learning feature – NEEV for the north region; due to fierce competition & lack of brand awareness compared to the South.
The no. of ad groups were reduced drastically to 6 to 8 from 30 to 35 along with a shared budget amongst all.
This guaranteed no wastage of media spends & ensured efficient performance.
To increase the relevancy rate, we enhanced our ad copies to match the ad groups perfectly
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