RATES FOR A
FINDING A VERY SPECIFIC AUDIENCE
Precisionary came to Kobe Digital with a very niche product and a disappointing experience trying to promote it through another agency. Not only was their product extremely specific in its target audience, it was also an expensive piece of equipment, meaning labs and universities took a long time to make their purchase. So tracking leads, an important part of a successful pay-per-click strategy, was going to present an additional challenge.
We quickly saw the need to properly allocate ad spend budget without wasting dollars on low-intent audiences — all while tracking leads through an extra long sales funnel.
IF YOU CAN’T
Our first move was to address some housekeeping issues on their PPC accounts. When they were previously working with their former digital marketing agency, Precisionary accounts were set to track the raw numbers of inquiries.
While that is certainly useful information, it doesn’t give you data on which keywords and ads are working to generate interest and which aren’t. By fixing the conversion tracking, we were able to see data that showed us which of their ads, and which keywords specifically, were generating inquiries.
Once we saw what was working, we were able to adjust the keywords and fine-tune the ads — dropping elements that weren’t working, and investing heavier in the ads that were.
Working with Precisionary’s limited ad spend, we needed to stop their ads from being shown in searches made by people who were very unlikely to be interested in buying a major piece of laboratory equipment.
Patients researching medical procedures or students writing a paper on neuroscience, for example, may look up keywords related to the Compresstome, but they were the wrong audience, and showing them a Precisionary ad would be a waste of ad dollars.
The solution was using negative keywords. By creating a set of terms that would prevent the campaign from being displayed for the wrong type of search, we were able to focus on keywords related to equipment purchasing — keywords used by potential customers.
ELIMINATING BUDGET DRAINS
Next we had to do away with a major drain on Precisionary’s ad spend: clicks from low-converting countries. Previously, a huge amount of clicks were coming from India. Unfortunately, virtually none of those clicks would result in actual inquiries. By splitting the account to have separate campaigns for different countries, we were able to put a cap on the amount that could be spent in a single country.
Once we weren’t wasting ad dollars in underperforming areas, there was more of a budget available for clicks from users in countries such as US, Canada, and the UK that were converting at far higher rates. Each click was now far more likely to be a click that mattered.