Google Ads Case Study for HealthStream
Increasing Google AdWords ROI for HealthStream
HealthStream is the largest provider of healthcare training and certification services, facilitating tens of thousands of medical professionals. Their income model is based on B2B eCommerce, capturing online sales from major healthcare organizations. With an Ad word budget of $80,000, their current agency was not providing the results needed to drive the right traffic to their site for new client sign-ups
Our Campaign by the Numbers
ROI on Ad spend compared to old campaign
cost per click savings
Catching Up with the Competition
Dissatisfied with their prior PPC manager, HealthStream was seeking a new partner to bring in additional intelligence and analytics to their Google AdWords campaign. They lacked the traffic needed in order to drive more sign-ups. With a target budget exceeding $80,000 annually, we were asked to Manage an optimized, efficient AdWords campaign and integrate sales lead tracking capabilities to determine advertising ROI.
– Increase ROI of an existing campaign
The goal was clear, increase ROI from the existing campaign. We were tasked with researching what had worked and what was not. We needed to design a campaign that would decrease the cost per click but increase traffic to the website
After 12 individual interviews with department managers and other HealthStream staff, the AdWords campaign was launched. We developed a lead tracking strategy and executed it with the assistance of the website development firm. For the first time in its history, HealthStream can now accurately track inbound sales, ROI, and other key performance metrics which has been critical in maximizing their advertising budget. By the end of January 2020, the company reached an all-time-high for inbound sales while allocating the smallest marketing budget in three years.
Google AdWords Done Right
The key to a successful Google AdWords campaign is targeted ad copy that funnels potential customers to a landing page that is relevant to the copy on the ads. Then, thoroughly research existing campaigns (if they exist) and competitor keywords. Equipped with this knowledge, we can then spend the valuable marketing budget on the right keywords and stop wasting money on the wrong ones. Feel like you are throwing away money? Schedule a strategy call with us to go over your campaign!