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

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

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:

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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)

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

Actions taken:
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Laser-focused location re-targeting

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Bids & budget set at the proper level according to competition in target locations

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Creation of a negative keyword list

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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

Actions taken:
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Unsuccessful keywords were paused

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Several new search terms were added

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Ad copies were maintained according to keyword success
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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

Clicks vs. Conversions
CPC vs. CPA
Conv. rate vs. Top of page rate
Conv. rate vs. Top of page rate