The Oklahoma Proton Center is a state-of-the-art facility that offers tailored, comfortable, and supportive cancer treatment. With a team of experienced physicians specializing in proton therapy, the center provides advanced radiation treatment that precisely targets cancer cells while avoiding healthy tissue and organs, resulting in fewer side effects.
Problem statement
The Oklahoma Proton Center relies heavily on phone leads as the primary means of communication with patients, given the sensitive nature of health treatment. However, the attribution differences between Google and call-tracking vendors have led to inconsistent data, which is misaligned with Google ads or inconsistent when updates are made. As a result, the campaign has not been receiving consistent conversion signals, leading to a gradual scaling down of the campaign due to high CPL. Despite an increase in budget, the campaign has been spending less and experiencing a rise in CPA, making it difficult to target the right audience effectively. Therefore, there is a pressing need to address signal misaligned due to the attribution.
Solution
After thorough analysis, the team identified that the primary issue with the campaign was the inconsistent conversion data caused by attribution differences between Google and call-tracking vendors. To address this, the team implemented several solutions aimed at providing the campaign with consistent conversion data and diversifying the performance signals to improve efficiency.
Firstly, they added click-to-call as an additional conversion signal and recalibrated the CPA goals based on the increased click-to-call signals. Secondly, they maximized campaign efficiency by using the performance max campaign type and diversifying the campaign objectives with max clicks campaigns. This approach ensured that other performance signals were considered when primary conversion signals were inconsistent.
Additionally, the team created a layer for traditional search campaigns to cover the core themes related to the service and added video campaigns to drive brand awareness that did not rely solely on conversion signals.
Overall, this comprehensive signals harness approach allowed the team to maximize efficiency while running effective campaigns with highly targeted signals. These solutions were successful in addressing the attribution issue and improving the performance of the campaign for the Oklahoma Proton Center, enabling them to continue effectively communicating with patients and improving the quality of care provided.
The result:
The solutions implemented by the team led to one of the best months in the history of the Oklahoma Proton Center in terms of leads, while only spending half as much as they normally did. The campaign’s ROI increased fivefold, which was a significant improvement in performance.
Conclusion:
The success of SEM marketing depends on the dynamic relationship between asset and audience signals and ads. However, audience signals are key to achieving high performance in SEM campaigns. They can have a greater impact on performance than ad budget and bidding strategy. Without the right audience signals, the campaign will not perform optimally, regardless of how much power is invested in it.
Therefore, it is essential to prioritize the collection and use of audience signals to improve the effectiveness of SEM campaigns. The solutions implemented in this case study demonstrate the importance of addressing attribution issues and diversifying the campaign’s objectives to maximize efficiency and improve audience signals. By doing so, the Oklahoma Proton Center was able to achieve significant improvements in its campaign’s performance and generate more leads at a lower cost.