Precisionary

BIG CONVERSION
RATES FOR A
TINY NICHE

You’ll probably never come in contact with Precisionary’s product — yet for neuroscientists and researchers, it’s an important tool.
 
Their Compresstome tissue slicer allows researchers in university or industry labs prepare extremely thin slices of tissue for use in microscopes. Their patented technology produces more uniform slices quicker than other machines on the market.

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.

With an extremely niche product that carried an extra long purchasing process, Precisionary had tried a different agency without success. Coming to Kobe Digital, they were looking for innovative ways to generate leads with a limited budget. That meant a laser-focused PPC campaign.

IF YOU CAN’T
MEASURE IT…

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.

…YOU CAN’T
MANAGE IT

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.