NPPN Gains Sales Through Effective Pay Per Click Campaign
The Challenge
NPPN wanted to increase their reach to a more national audience through Google ads, without wasting ad spend on small competitor offers aimed at ‘at-home self blood draw’.
Background on NPPN
Logic Inbound Project Leads
Evan Fishkin
Logic Inbound Project Manager
Vlad Mkrtumyan
Logic Inbound Lead
Hayk Saakian
Logic Inbound Lead
Hayk Saakian leads the Logic Inbound Ads team with 10+ years of experience in Google Ads.
The Logic Inbound Process
Logic Inbound’s project managers and experts needed to learn more about NPPN and their previous campaigns in order to setup a successful PPC campaign, by doing:
Previous experience / campaign analysis
Finalized Ad strategy through research – Expansion should be done ‘step-by-step’ towards national-level service according to budget available.
Implementation – March 2021 – Performance consolidation
Laser-focused location re-targeting
Bids & budget set at the proper level according to competition in target locations
Creation of a negative keyword list
Ad customization featuring actual location names at particular auctions was involved within ad headline
Findings
- A sufficient share of impressions at top positions has to be achived.
- Identify & avoid unwanted traffic on a daily basis
Implementation – April 2021 – Optimization
Unsuccessful keywords were paused
Several new search terms were added
Ads were rescheduled according to previously achieved results
Findings
- Show ads at specific times when users are likely to convert
- Expansion should be time-centered because phone calls are the main source of leads
Final Results
Conv. rate
