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.]
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