PPC account restructure
A complete rebuild of Babylon Health's search marketing campaigns (Google Ads & Bing) with a view to rapidly boost lead generation.
Babylon Health | 2018 | PPC Strategy & Optimisation
Client's priorities were:
- Fast growth
- Efficiency
- Future thinking
Babylon's growth plans for 2018/19 were ambitious with plans to aggressively increase the number of applications received daily before the year end.
Their existing PPC accounts were performing more and more inefficiently, with no real bidding strategy and CPAs creeping above their target as competitors increased their activity.
Babylon had geographical expansion plans over the next few quarters - their new account structure needed to be both scalable and easy to manage when the time would come for PPC to be managed in-house.
As part of a team of three, our approach kept Babylon's priorities at the forefront of our strategy and account design.
We proposed and created completely new campaigns to broaden the reach of Babylon's PPC activity, including hyper-granular location keywords and new competitor campaigns. These were based on intense research into the medical field, as well as immersing ourselves into the company to brainstorm with key stakeholders from various departments.
Keeping the future in mind, we set up multiple tiers of keywords for later testing, making it easy to pause less efficient keywords if CPA targets and budgets were to change.
Lastly, we relied on A/B tests and custom-made dashboards for all parties to easily visualise the campaign performance data.
The testing period took one week to prove that our restructured campaigns were better performing, with improved results across all metrics.