Marin

Medical Device Co.

Case Study

Marin Budget Allocation Decreases CPA by 40% for Leading Medical Device Manufacturer

  • 40% decrease in CPA compared to other guide campaigns
  • 29% increase in daily guide requests
  • 29% increase in revenue from guide requests
  • 47% increase in CTR compared to campaigns without MBA

  • The Journey of the Hearing Impaired

    A leading medical device company needed to find a way to engage the right audience in the right channel in the right moment. When people are searching for a solution tailored to their particular hearing loss concern, there’s a narrow window from planning to conversion. The company wanted to find a way to deliver relevant ads to a broader audience, within defined business goal parameters for its lead generation program.

    The company was interested in expanding its remarketing audiences by creating lookalikes, segmenting those lookalikes by age demographics, and optimizing budgets across each age-defined lookalike audience. A major goal was to decrease costs while increasing the number of requests for the company’s product guide.

  • Achieving Maximum Scale of Ad Spend

    Using Marin Budget Allocation (MBA), the company was able to automatically adjust budgets within its ad sets based on top-performing audiences on Facebook. When paired with CPA bid rules, the MBA algorithm increases efficiency of your Facebook campaigns by achieving maximum scale of ad spend, while keeping the cost per action at or below your target CPA across ad sets.

    The campaign used a three-pronged approach:

    • Analyzed the company’s current audience of visitors who’d shown the intent to start the patient journey, and broadening the audience to mine for Facebook users that share common traits.
    • Used Marin Social’s audience creator to scale the lookalike audience across multiple age segments and develop—with Marin’s bulk edit tool—multiple creatives to customize the messaging for each age specific ad group.
    • Used MBA to look at historical data and continuously monitor performance of individual ad sets within a campaign to determine optimal distribution across each one.
  • Results

    Thanks to MBA, the company saved countless hours on checking in on campaigns and identifying best audiences on broad targeting to increase performance.

    • 40% decrease in CPA compared to other guide campaigns
    • 29% increase in daily guide requests
    • 29% increase in revenue from guide requests
    • 47% increase in CTR compared to campaigns without MBA