Three-pronged approach increases mammograms 40%

Snapshot

Display, pre-roll, and standard search ads bring hospital group 5x more website visits and 40% increase in scheduled mammograms.

We are the long-time paid search management partner of a large midwest hospital group. For a 2015 Breast Cancer Awareness campaign, our PPC team led a three-pronged approach to get the following results from a one minute video:

• 1M+ views with a 32% view-thru rate at only $0.08 per view.
• 5x more website visits — 49% of which came from mobile devices.
• 40% increase in mammograms scheduled.

The challenge

The client had a lofty goal for 2015’s Breast Cancer Awareness Month: make sure every woman of the recommended age in the surrounding metro area was getting a mammogram.

They came to us with a compelling video ad already produced — they needed us to get the greatest possible return from the video content they had.

Our approach

Our PPC team ran a 6-week campaign that utilized three different Google Ads campaign types: Display ads, Pre-roll YouTube video ads, and standard search.

How we did it

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• Pitch-perfect audience targeting helped us get the most return out of the pre-roll video ad at low cost.
• We noticed unforeseen conversion trends in the middle of the campaign and shifted our strategy in real-time accordingly, allocating more of the budget towards the highest performing channels.
• Google found the results of the campaign so outstanding, that they wrote a case study themselves to show what’s possible with a cross-platform PPC strategy.