Introduction:
In this case study, we explore the successful PPC campaign implemented by a New York based pharmaceutical business. The campaign aimed to increase visibility, generate quality clicks, and improve conversions. Through strategic optimisation and effective targeting, the client witnessed significant improvements in key performance metrics, including visibility, impressions, clicks, and conversions.
Objective:
The primary objective of the PPC campaign was to enhance the client’s online visibility, drive quality traffic to their website, and ultimately increase conversions. Additionally, the campaign aimed to optimise cost-efficiency by reducing average CPC and cost per conversion.
Key Metrics:
- Visibility increased by 48.4%
- Achieved 8.1 million impressions
- Clicks increased by over 91%
- Conversions increased by over 200%
- Average CPC decreased by 21%
- Cost per Conversion declined 14%
Strategy and Execution:
Enhanced Visibility:
The PPC campaign focused on optimising the client’s visibility across search engines and display networks. This involved strategic keyword targeting, ad placement, and ad extensions to capture the attention of relevant audiences. Through diligent campaign management, the client achieved a remarkable 48.4% increase in visibility, leading to improved brand exposure and website traffic.
Increased Clicks:
With enhanced visibility, the campaign generated a surge in clicks. The client witnessed a notable increase of over 91% in click-through rates (CTR). This growth can be attributed to the campaign’s effective ad messaging, compelling call-to-actions, and improved ad positioning. By enticing users with relevant and engaging ad content, the campaign successfully drove quality traffic to the client’s website.
Conversion Optimisation:
The campaign’s success extended beyond increasing clicks, as it resulted in a remarkable improvement in conversions. While the overall increase was over 200%, it’s important to note that this figure encompasses both primary and secondary conversions. This indicates the campaign’s ability to attract highly interested and engaged prospects, ultimately leading to increased sales and desired actions.
Cost Efficiency:
Despite the higher activity levels and increased visibility, the campaign managed to achieve cost efficiency by reducing the average cost per click (CPC) and cost per conversion. This signifies the optimisation efforts undertaken by closely monitoring the campaign performance, refining targeting parameters, and leveraging data-driven insights. By delivering more quality clicks at a lower cost, the campaign ensured an improved return on investment (ROI) for the client.
Results and Achievements:
- Visibility increased by 48.4%, leading to improved brand exposure and recognition.
- The campaign generated 8.1 million impressions, indicating significant reach and audience engagement.
- Clicks increased by over 91%, showcasing the effectiveness of ad messaging and targeting strategies.
- Conversions improved by over 200%, reflecting the campaign’s ability to attract and engage high-intent prospects.
- Average CPC decreased substantially, resulting in reduced advertising costs.
- Cost per Conversion declined significantly, indicating improved cost efficiency and better ROI for the client.
Conclusion:
Through strategic planning, execution, and continuous optimisation, the PPC campaign successfully achieved its objectives for the pharmaceutical business. By increasing visibility, generating quality clicks, and improving conversions, the campaign delivered outstanding results. The significant increase in visibility, impressions, clicks, and conversions showcased the campaign’s effectiveness in driving targeted traffic and enhancing the client’s online presence. Moreover, the campaign’s ability to reduce average CPC and cost per conversion demonstrated its cost-efficient nature. Overall, this case study exemplifies the power of PPC advertising in the pharmaceutical industry and the potential it holds for driving business growth.
