Pharmaceuticals and PPC

Situation

Hitting the Target Market is the name of the game when it comes to marketing, especially when you are advertising to a niche market. In this case, DaBrian Marketing Group managed a PPC account for a Pharmaceutical Company, with a small niche target market across the United States. As seen in the graph below, in January 2010 this account received a very high number of Impressions (over 700,000) with the assumption that the more people you reach, the more likely you are reaching your target audience. However, by the lack of Conversions (also visible below,) one can tell this assumption was unreliable.

The drastic decrease in Impressions, which is noticeable in February of 2010, was a result of slimming down the Keyword list, using alternative match types, and expanding their negative keyword list. By making these updates, DaBrian Marketing Group was able to not only cut down the number of Impressions, but also increased Conversions, which included newsletter sign-ups and new leads for the Pharmaceutical Company.

Insight/Strategy

The chart above details the performance of the Pharmaceutical Company’s PPC account for January 2010, when we began making the changes, compared to December 2011. The chart clearly displays more Clicks at a lower Cost per Click, which lead to a lower overall Cost. More importantly, this company received a higher number of Conversions (Newsletter sign-ups and Leads,) which was their goal of running PPC.

Solution

Now, the $208.75 Cost per Conversion may seem high, but if compared to the life-time value of a customer for this Pharmaceutical Company, they were very happy with their Return on Ad Spend (ROAS.) Also, remember prior the recommendations and changes made by DaBrian Marketing Group, this Pharmaceutical Company was spending $3,719.90 and not getting anyone to sign-up for their newsletter or any new leads.

Conclusion

In conclusion, DaBrian Marketing Group was able to better identify and hit the defined target market. By doing so, the Pharmaceutical Company saw an increase in newsletter sign-ups and lead generation, all while lowering their Cost Per Click and overall Cost. They were also able to track and show Return on Ad Spend (ROAS) based off their life-time value of a new customer.

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