Get a FREE Marketing Audit

How to Turn Apple’s Cookie Restrictions into an Opportunity

Reading Time: 2 minutes

At the beginning of the year, Facebook announced that they will be removing some detailed targeting options — changes that could impact the healthcare industry specifically. Removing targeting options meant that Facebook would be consolidating the ad topics and interest categories into a single ad topics control. 

What does this mean for consumers? 

Consumers will now be able to set preferences across ad topics that will reflect the interest targeting categories advertisers may use to reach them and the content they might see in an ad. 

To ensure that our healthcare clients weren’t affected by these changes and would continue to see results, we began working on adjustments. For one of our healthcare clients, we had already developed a pretty successful lead generation funnel — each stage of the buyer’s journey was firing as it should. While we anticipated potential problems with these updates, we also saw an opportunity to improve the TOFU (Top of the Funnel) stage that mainly uses these targeting options. We rebuilt the TOFU stage of the funnel, then created and deployed new creatives that would correlate with the new targeting options. 

This client also utilized Google Ads as their second channel, so we made adjustments to the current campaigns. Weekly optimizations have also led to improvement in performance. 

Since March, we have seen a constant increase and improvement in lead generation each week, improvement of the TOFU stage was also reflected in the MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) stages. 

In less than three months, we reduced the price per lead by more than 40%.

[The blue columns represent the number of weekly leads and the red line represents the average cost per lead.]


Want to see predictable, scalable, and repeatable lead generation from your PPC campaigns — Let’s Talk!

Schedule A Free Strategy Session hbspt.cta.load(468166, 'fb85266c-0361-4053-b9fa-fa103c7bcd44');
Recent Blog Posts
Free Guide
How Fashion Ecommerce Should Do Content Marketing
The Ultimate Guide

Uhuru Investor Acquisition Resources

Sign up to get free investor acquisition articles straight to your inbox. Learn our proven systems that we use to increase website traffic, leads, and revenue.

Written by

Ermin Soco

Digital Marketing Consultant

Free Guide

How to Build a Full Inbound Conversion Funnel

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Leave a Reply

Your email address will not be published. Required fields are marked *

Leave a Comment

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Leave a Comment

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.