Digital Health Provider
Leading Digital Health Provider Achieved a 51% Increase in Orders After ADM’s SEM Restructure
33%
Increase in Revenue QoQ
51%
Increase in Purchases QoQ
6%
Decrease in CAC
Services
33%
Increase in Revenue QoQ
51%
Increase in Purchases QoQ
6%
Decrease in CAC
Services
The Challenge: Competing While Staying Efficient
At the start of its partnership with ADM, a leading digital health provider had ambitious growth goals for its weight management program. The client wanted to spend more money efficiently.
Competition and external factors complicated the equation. During this restructure, the FDA removed semaglutide from the shortage list—thus limiting compounding of the drug and furthering competition between providers as they scrambled to capture a final wave of demand for compounded treatments. Meanwhile, major competitors launched large awareness campaigns mid-quarter, increasing interest and demand in the space.
ADM’s Solution: A Multi-Faceted Approach
To address the client’s efficiency goals while weathering competition and complexity, ADM implemented a number of strategies. These included:
Campaign consolidation: Prior to ADM, the client had significant campaign overlap with conflicting strategies throughout the account. The main priority was restructuring campaigns to align with customer search intent and improve budget efficiency.
Increased conquesting: We doubled down on our conquesting efforts and set bids in relation to competitors’ tactics. By bidding more aggressively, we saw substantial order gains.
Keyword expansion: We identified new keyword opportunities that contributed to significant net new orders throughout the quarter. These keywords allowed us to tap into unexplored search categories while helping overcome increased competition on saturated search terms.
Shopping restructure: Performance Max campaigns were underperforming, so we implemented refinements to enhance control and relevance, ensuring shopping results aligned with search performance and audience needs.
The Results
Overall Improvements
Weight management is by far the largest tactic within this client’s portfolio and ADM’s approaches made a substantial impact on that part of its business. Each unique tactical approach contributed to the overall account improvements. The above chart demonstrates how just one of those tactics, a multi-phase overhaul of the client’s Shopping Ads strategy, produced repeated improvements in Purchases and Revenue in both Phases, while improvements in CAC and ROAS stayed stable from Phase 1 to Phase 2.
The brand went from underperforming goals at the start of the partnership to achieving those goals, setting their business up for significant growth and allowing them to remain competitive against other large players in the space. Overall, these efforts resulted in:
33% Increase in Revenue QoQ
51% Increase in Purchases QoQ
6% Decrease in CAC
Let’s work together.
Get in touch with our team today to see how we can take your marketing to the next level.
