Using PixelHC’s active campaign management and AdWords expanded text ads, a gene therapy brand in New Jersey was able to easily manage bids across devices, A/B test ads, and glean insight into how its users were searching for a complex diagnosis. This proactive approach led to a significant increase in online registrations, with email conversions growing by as much as 157% quarter over quarter.
Introduction
- Client: NDA (our lips are sealed, sorry)
- Industry: Healthcare
- Challenge: quickly drive registrations on patient education website, perform site-wide SEO, strengthen AdWords Quality Score, and improve online engagement metrics
- Services: Paid search strategy, AdWords setup and management, SEO audit, and reporting/analysis
- Results: See page 6
- Timeframe: 12 months
Project
Toolhouse, a digital agency based also in Bellingham, reached out to PixelHC (formally Ethoseo) on behalf of a pharmaceutical client looking to drive paid traffic to a new patient site. The new site was designed to provide information and updates about gene therapy research as well as genetic testing for inherited retinal diseases (IRDs).
PixelHC partnered with Toolhouse and their client to assist in driving uniquely qualified traffic to the new patient site, where the caretakers of and those living with IRDs could read more about their condition, genetic testing options, and ultimately register for a newsletter offering regular updates and information about retinal gene therapy and genetic testing.
PixelHC planned, built, and measured a traffic-driving strategy based around paid search advertising with the intent to drive newsletter registrations and encourage engagement with the site.
Strategy
Because the patient site needed to generate registrations quickly, we recommended a strategy relying heavily on Google AdWords text ads, which would immediately start showing in search results once live. We then conducted preliminary keyword research in order to understand and segment target audience search behavior. This process revealed that searches relevant to the new site fell into three main categories: those specifically naming a particular IRD; symptoms related to those diseases; and searches for the company or patient site brand name. Consequently, our AdWords strategy separated each category into its own campaign, with individual keywords, ad groups, and ads for each campaign.
Build & Active Management
We followed our standard AdWords campaign creation process, with the addition of an extra step of legal review, as required by the FDA for pharmaceutical products and treatments.
Active Management
Once the campaign was underway, we monitored performance carefully and optimized the campaign over time, removing underperforming keywords, A/B testing ads, and using day parting analysis to improve performance.
We provided custom reporting at the end of each month, including both quantitative and qualitative analysis of account performance, as well as a list of monthly and quarterly optimization priorities.
Outcomes
- Broadly speaking, the campaign was a success, delivering conversions at an increasing rate over time, with the average cost per conversion decreasing significantly.
- Generating over 440,894 impressions, 19,554 clicks and an average CTR of 4.14%
- Driving 540 registrations at an average of 60 per month for 12 months
- Reducing cost per conversion from a high of $147.83 to a low of $50.87, a 66% decrease.
