The Challenge

NPPN were looking to increase in sales, targeting methods for national services, budget management and avoiding small competitor offers aimed at in-home self blood draw and test.

Background on NPPN

The National Phlebotomy Provider Network is a professional association of organizations and individuals responsible for the collection, delivery, analysis, and diagnosis of blood specimens. NPPN is a 501c6 nonprofit organization whose members include phlebotomists, collection and delivery companies, laboratories, hospitals and other allied healthcare agencies.

Logic Inbound project leads

Evan Fishkin

Logic Inbound Project Manager

Vlad Mkrtumyan

Logic Inbound Lead

Hayk Saakian

Logic Inbound Lead

Evan Fishkin along with Hayk Saakian & Vlad Mkrtumyan, certified and 9 years of experience with Google Ads and SEO (updated: 2021)

The Logic Inbound Process

Learning: Our project managers and experts needed to learn more about the company and previous campaigns in order to setup a successful PPC campaign. We did a couple action items to find further information on NPPN:
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Business model & website review
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Previous experience/campaign analysis
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Keyword research and competitors analysis
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Campaign setup and launch (February 5th, 2021)
What we learn from our research: Expansion should be done “step-by-step” towards national-level service according to budget available

Implementation – March 2021 – Performance consolidation

Actions taken:
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Location targeting was shrinked
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Bids & budget were set at a proper level according to competition in target locations
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Negative keyword list has been maintained
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Ad customizer featuring actual location name at particular auction was involved within ad headline

What we learned: Sufficient Impression share at top positions has to be reached and we should identify & avoid unwanted traffic on a daily basis

Implementation – April 2021 – Optimization

Actions taken:
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Unsuccessful keywords were paused

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Several new search terms were revealed
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Ad copies were maintained according to keyword success
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Ads were rescheduled according to previously achieved results
What we learned: We should show ads when users used to convert and expansion should be Timezone centered because phone calls are the main source of leads

Final Results

Data and Graphs will be added by end of April 2021 the below information will be included (upon completion of the campaign):
Clicks vs. Conversions
CPC vs. CPA
Conv. rate vs. Top of page rate
Conv. rate vs. Top of page rate