Advertising
The primary customer of Exagen is the rheumatologist of which there are approximately 4400 practicing nationwide. Since this is such a small audience advertising on traditional digital platforms was not feesible. The B2C campaign was the first nationwide campaign for the company.
Goal
Cost effectively use paid media to target mid to lower-funnel prospects and get our conversion tools in patients’ hands to present to the healthcare provider. These channels must be scalable and measurable in order to determine an ROI.
Approach
Google Ads and Facebook are the main drivers of targeted traffic to the campaign content. Using these in combination enabled us to show our messaging to the right person at the right place at the right time. Also used in the campaign was YouTube video ads and contextual display but after a three month testing period we reallocated budget to the most effecient channels.
Google Ads
Using keyword research I quickly determined the most highly used search queries for our audience.
In order to build a cost effective campaign I created several ad groups with customized ad copy. This granularity provided the metrics necessary to identify the most valuable keywords and determine the inent of the user.
To increase click through rate, most attributes were tested. The final campaign has a very healthy click through rate (12.98%) and the conversion rate is better than expected (15.40%).
Using Facebook enabled the B2C campaign to target the ideal demographic by default, female aged 25 – 65. To overcome Facebook’s lack of contextual targeting I leveraged their Lookalike audience tool.
The pixel was placed on people who completed the Lupus Symptoms Checklist. Within 30 days after publishing the campaign we were seeing conversion rates equal to or higher than Google Ads.
Results
Paid ads effectively generated most of the lupus symptom checklist conversions. Ads help overcome the ongoing challenge of competing for SEO in the YMYL category. Our main competition for share of voice was not other diagnostic labs but rather large content libraries like WebMD, Mayo Clinic, Lupus Foundation of America, CDC, etc.
Both channels produced extremely cost effective conversions and enabled us to introduce our brand to a large amount of new users.
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