WiredMC PPC Case Study

Overview
Wired.MD is a leading provider of patient education videos and information to healthcare organizations.  After a few years of managing their pay-per-click (PPC) in house, the company determined the program wasn’t generating the desired returns.  Wired.MD turned to Anvil to optimize their PPC program return-on-investment (ROI). 

Objective
Optimize PPC program to generate the maximum number of qualified leads without significantly increasing the advertising budget.

Challenge
Although the video market for patient education is very niche, it is highly competitive.  In addition, Wired.MD marketing dollars were very limited while in growth mode.

Strategy
After a brief assessment of the exiting PPC campaign, Anvil determined that many aspects of the program could be fine-tuned to maximize ROI.  Anvil started by overhauling the campaign structure, updating the text ads and creating new landing pages.  Once the changes were completed, the program was once again managed in-house by Wired.MD.

Results
After only two weeks, Wired.MD’s optimized PPC program performance improved significantly.  Impressions increased 107%, improving clicks-throughs by 75%, while decreasing cost-per-click by 37%.  The net result was a doubling of qualified leads for nearly the same budget.

URL
Patient health education video