twentysix Resuscitates BMI Healthcare’s PPC Strategy with Marin Software
A little about twentysix
twentysix is an award-winning, full-service digital agency whose services include digital strategy, web design and development, social media, online marketing, and search. With 130 digital specialists worldwide, innovation is key to continually delivering effective online strategies. Through their PPC management, they offer the optimum blend of human insight and analysis underpinned by the latest technologies, always striving for the maximum commercial return for their clients.
A little about BMI Healthcare
BMI Healthcare provides private healthcare services via their 60 hospitals and treatment centers across the UK, specializing in cosmetic surgery, women’s health, orthopedics, fertility, and health assessment. PPC is a key channel for BMI, responsible for a sizable proportion of online leads generated through their respective healthcare and cosmetic surgery websites for their National Enquiry Center.
PPC is now a channel that I can rely upon to perform consistently above and beyond expectations. It provides not only an important source of new leads to the business, but its ever improving efficiency allows me to invest more of my resources in developing additional lead generation channels to further grow our bottom line.
BMI Healthcare needed to cost-efficiently grow their PPC channel
BMI Healthcare were struggling to grow their PPC channel without breaking the bank. At the same time, they were battling incredibly challenging market conditions and heavy new investment from online competitors. BMI Healthcare partnered with twentysix to generate substantial lead growth at a vastly improved cost per lead.
There was a large amount of wasted media spend in the account, but the inherited campaign structure, with all but the most top-line historical data locked away in the previous agency’s bidding platform, meant their initial challenge would be identifying the consistently well converting keywords needed to drive lead volumes. Essentially starting from scratch following a root and branch restructure of the account, while still needing to be aggressive at every opportunity to meet the ambitious lead targets, meant they had to come up with innovative approaches in order to take advantage of every opportunity to maximize conversion volumes.
BMI implemented bid management to optimize resources
After strong growth in their first year managing the BMI Healthcare PPC account, twentysix realized an increasing level of performance analysis would be required to continue these improvements through their second year. They implemented Marin to support bid management, releasing time for more in-depth analysis that allowed them to fine-tune and boost performance.
With Marin’s Bidding & Optimization tool, twentysix delivered major time savings and increased leads
The workflow efficiencies that Marin’s bid management software provided freed up the human resources necessary to identify further opportunities for increasing lead volumes at the lowest possible cost.
The time saved in day-to-day campaign management was reinvested in performance analysis across day/time parting, device type, and ad platforms. They also introduced RLSAs and Bing activity to capture incremental leads. Despite an increasingly competitive market place, twentysix are growing leads well beyond expectations, and surpassing year-end run-rates for both lead volume and cost per lead targets. BMI were able to:
- Increase lead volumes by 29%
- Reduce overall cost per lead by 30%
- Support local search visibility due to struggling organic performance