We figured out how to filter out illiquid applications and collect analytics manually in the promotion of medical equipment
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Client:
A European company that sells professional medical equipment, such as shockwave and laser therapy. Customers include private belgium business email list and public clinics and medical centers.
Problem: Initially, we launched three advertising campaigns with products of different priorities: primary, secondary and tertiary. Within each campaign, we advertised a fairly large number of products.
This approach had one major drawback – unclear staff did not mark the location positioning. Each device has its own functionality and cost, and, accordingly, people search for it on the Internet using different keywords. but the hypothesis did not work.
Solution: We redesigned the structure to a more standard one: “1 product category = 1 campaign.” Thanks to this, we could separately customize ads, for example, for shock wave therapy devices.
The new campaigns did show growth, but over time they began to stagnate and then declined. As a result, we returned to the original problem – the ads were launched, but there were few leads.
Lead graph from March 2022 to April 2024. The chart shows a decrease in the number of applications in 2022.
This happened because the algorithms changed and segmented campaigns began to receive less traffic. Larger campaigns, which we had recently abandoned, actually began to work better. They gave the system more data and it learned better.
Result: In the end, we went back to the bgb directory original version so as not to waste the budget, and combined products from different We set up advertising categories into larger campaigns.
Here’s what the changes in product grouping looked like in different periods of work with the client. In 2024, we continue to divide campaigns into priority and secondary ones. The number of leads does not decrease from this, and the budget is spent wisely.
After the merger of small, focused campaigns, all key indicators have changed significantly. Compared to the second stage of work, in 2023-24:
- Advertising costs – increased by 97%
- Number of leads increased by 175%
- CPL (cost per lead) decreased by 28.5%
Conclusion: It is impossible to put together campaigns once and do nothing for the next couple of years. The advertising market and the tools you can work with change, and you need to adjust your approaches in accordance with these changes. Sometimes the most obvious solutions to a problem do not work as expected. In this case, you should not be afraid to look for new solutions to improve the results.