Campanie
General Information:
Strategic approach:
| Strategic approach: |
Category: The private healthcare industry exhibits high dynamism due to constant technological advancements, evolving regulations, changing consumer expectations, and intense competition among healthcare providers. Therefore, maintaining the leadership position is very tough and comes with great challenges. Challenge: Even though Regina Maria has a strong market position, their strategy is to continue to grow, broaden the product lines, add new services, and strengthen the company's brand and market position. We have identified three key business challenges: 1. Find new digital platforms or media actions that can bring incremental results for Search campaigns. 2. Keep costs under control while scaling results. 3. Demonstrate the impact of our actions on the client's business. Objective: The next step was translating the business challenges into media actions and clear KPIs. 1. Improve Conversion Rate and Cost per Lead 2. Generate engagement on the website: conversions + micro-conversions 3. Respond in real-time by using automation and rules features As for the KPIs we are tracking, we had clear goals: Conversion Rate - minimum 10% improvement Cost per Lead - minimum 20% improvement ROAS - we have different levels for each campaign group: - ROAS for Maternity: 50 (5.000%) - ROAS for Retail: 5 (500%) - ROAS for Ponderas: 10 (1.000%) Approach: The majority of brands or agencies are using the Google Ads platform to execute and manage Search campaigns. This is the gold standard when it comes to Search campaigns but there is another platform designed for complex / enterprise campaigns. This platform is Search Ads 360 (SA360), the premium Google's platform. Search Ads 360 offers more advanced and centralized management features for large-scale advertising campaigns compared to Google Ads. It also requires trained specialists that can work on the platform since is quite different than Google Ads. Starting from our business challenges, our goal was to use Search Ads 360 capabilities and advanced features to prove we could improve results and have a direct impact on client's business challenges and objectives. |
Execution:
| Images: |
|
| Video Link: |
