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Project Overview

B Medical Systems is a world-class organization that specializes in the production and supply of medical refrigeration, blood, and vaccines. Since the company is in a position to deliver its products and services to clients ranging from hospitals, government institutions, and NGOs across the globe, the firm is regarded to be effective in the management of medical products.

The Challenge

B Medical Systems faced a significant challenge: the increase of the company’s knowledge of specialized medical products that can be marketed in the highly competitive markets. The company could not channel people to the website, especially during product launches; and while there were existing PPC campaigns they were merely giving impressions at a highly poor conversion ratio. This increase was making the returns on investment ROI less efficient, or in the best case, just barely efficient.

The Solution

To address these issues, a multi-faceted approach was employed:

  1. PPC Campaign Audit: In order to clearly define the relative imperfection, as well as the potential for improvement, the PPC campaigns that were currently in place at B Medical Systems were evaluated.
  2. Targeted Keyword Strategy: The refined keyword strategy that we developed was directed to high intent related to medical refrigeration, vaccine storage, and blood management. This was supposed to be aimed at the users who were in the course of searching for such specific services.
  3. Specific Ad Groups: There was clear classification of the products into categories and we thus created Ads Groups for each of the products. This was to make sure that the ad copy, as well as the landing pages, were more relevant given the respective needs of the specific product segments which would in turn help in improving the user experience.
  4. Geo-Targeting: The advertisements posted on the Internet and social networks were localized for the areas with the highest potential for medical refrigeration. It also played the important role of better control of the advertising budget and the improvement of the efficiency of the campaigns.
  5. Remarketing Campaigns: Web remnanting campaigns are aimed at re-engaging the visitors of the site who had visited the site and engaged in some sort of interaction with the site, but did not complete a transaction on the site. This tactic was meant to maximize the likelihood of the conversion since the users were already made aware of the brand.

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Results and Benefits

The newly implemented PPC strategy yielded significant improvements:

  • Click-Through Rate (CTR): There was recorded an improvement in the rate of response by 47%. This improvement is mainly attributable to better ad copy and selection of keywords that appealed to the target group.
  • Conversion Rate: The use of PPC worked well because it led to an improved conversion rate of 66%. It implies that there are more returns on the money invested in advertisements than before.
  • Lead Generation and Visibility: With proper use of such tactics in these places, resulted in an increase in inquiries as well as sales which made them attract potential customers.

Cost-Per-Click (CPC): The entire cost per click was reduced by 23% due to further optimization and a better focus on the advertising budget aiming at achieving greater efficiency.

Conclusion

B Medical Systems has been able to improve performance through optimized PPC strategies for its Google Ads campaigns. As a result, they were able to draw qualified visitors specifically through the use of particular keywords, headlines, and descriptions for ads as well as geographical targeting leading to improved conversion rates. This shift not only increased product awareness but also yielded high returns on investments making PPC an exemplary case of profitable campaigns for busy organizations.

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