Ophthalmic Equipment Retailer

Budget Optimization and Product-Specific Tailored Marketing Strategies

As a client in the highly competitive medical sales industry, they needed a more defined campaign strategy to identify the most effective avenues to market and drive digital sales growth.

The Challenge

Their former agency’s marketing efforts had plateaued, so we were faced with creating an elevated strategy that worked better for their industry and sales structure.

• As their product offerings are so vast, they needed better control over their budget on Google.
• Although not directly related to marketing strategy or efforts, the industry-wide transition from Google Analytics to GA4 tracking resulted in discrepancies in ad metrics and data.

The Solution

We allocated their budget more effectively to maximize ROI by creating target ad strategies around their product categories.

1. We used the website to establish their product categories and then marketed each category as its own campaign.
2. We then created specific ad groups for every brand they carried within that product category.
3. Taking it one step further, we targeted keywords under each general ad group, optimizing keywords as specific as the brand name and model number. This gave them better keyword and budget control.
4. They launched a Google shopping campaign for 25 products chosen based on specific criteria, further increasing ROI on the selected products.