PPC

Driving thousands of new appointments with PPC

Across a nine month campaign, we generated over 4,800 appointments at a $23 cost per conversion.

As a large midwestern healthcare system, our client strives to build lifelong relationships with their communities to keep them safe, healthy and well. For Cardiovascular Awareness month, they took on the challenge of getting people all across the surrounding metro area to schedule preventative heart scans.

Our nine month campaign in 2018 produced the following results:

4873

Heart Scans Scheduled

920

Calls from Ads

$23

Cost per conversion

Campaign objectives

The client had big goals—to blanket the local digital marketplace with search ads and display to maximize awareness, while also driving patients to sign up for a $49 heart assessment.

February is Cardiovascular Awareness month, so we wanted to start ads in January to prime the market ahead of time. They wanted to use a mix of traditional display, display using HTML 5 animations, and search ads.

Solution

Our paid search team used single keyword ad groups (SKAGs) to gain more control and achieve higher performance throughout the campaign.

We also continuously ran A/B/C tests for ad copy until we achieved the best cost per conversion.

We also used AI to quickly identify negative keywords to limit impressions on irrelevant searches, with the goal of using the ad spend a efficiently as possible.

Going beyond the numbers

The campaign was more successful than anyone anticipated. The $49 heart assessment was the perfect offering to drive new patients. But perhaps more importantly, the heart scans were an important preventative measure that saved lives.

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