Separating the Wheat from the Chaff
Baril Corp
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BARIL CORP IS A PRIVATE MANUFACTURER OF MEDICAL devices, adhesives, wound care, patient monitoring, clinical chemistry, and more. As a contract manufacturer, most of Baril's products are "white labeled," or OEM within another company's finished solution.
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LUNGFISH WAS ENGAGED IN 2016 to reinvigorate a lackluster digital marketing program, and develop a data-driven approach. After rebuilding the data apparatus and digital ad campaigns, it quickly became clear the prior program had been dominated by keywords indicating consumer searches, not business prospects. For example, "Band Aid" was the #1 keyword by a wide margin, which isn't promising for B2B conversion.
AS A COURSE CORRECTION, LUNGFISH MADE RECOMMENDATIONS likely to result in predictable changes to the KPIs. By sifting out consumer searches (B2C) to focus on business searches (B2B), impression and click volume would decrease, while the click-through-rate (CTR) and cost-per-click (CPC) would increase, indicating we're reaching fewer consumers and more business prospects. A variety of other changes to settings, schedules, and strategies resulted in a dramatic turnaround.
AS A COURSE CORRECTION, LUNGFISH MADE RECOMMENDATIONS likely to result in predictable changes to the KPIs. By sifting out consumer searches (B2C) to focus on business searches (B2B), impression and click volume would decrease, while the click-through-rate (CTR) and cost-per-click (CPC) would increase, indicating we're reaching fewer consumers and more business prospects. A variety of other changes to settings, schedules, and strategies resulted in a dramatic turnaround.
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KEYWORD SEARCH AND RETARGETING ADS tightly targeted to business customers, in industrial areas, running on weedays, during business hours, with clear business benefits dramatically recast the program. Extensive use of negative keywords further reduced excess spend on consumer prospects.
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Baril Corp contract manufacturing
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Applying a Tourniquet to Medical Bandage Campaigns
OVER THE COURSE OF TWO YEARS, the program was gradually reinvented around B2B goals. Comparing the periods before and after are dramatic.
- Impressions: -89.23%
- Clicks: -37.63%
- CTR: +479.32%
- CPC: 208.31%
- Average Position: +28.45%
- Lead Generation: +94
Digital Advertising | B2B | Contract Manufacturing | Case Study | Baril Corp
