Google Ads PPC Case Study: NPPN

by Logic Inbound | May 07, 2021

nppn pic

NPPN Gains Sales Through Effective Pay Per Click Campaign

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 VP Of Operations Edited

Evan Fishkin

Logic Inbound Project Manager

 

Vlad

Vlad Mkrtumyan

Logic Inbound Lead

 

Hayk Saakian COO Edited 2

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:

Business model & website review

Previous experience / campaign analysis

Keyword research and competitors analysis

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:

Laser-focused location re-targeting

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

Creation of a negative keyword list

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:

Unsuccessful keywords were paused

Several new search terms were added

Ad copies were maintained according to keyword success

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
NPPN 1REV
CPC vs. CPA
NPPN 2REV

Conv. rate

NPPN 3 1
Conv. rate vs. Top of page rate
NPPN 5 1
 

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