CLIENT: Arcpoint Labs
ARCPoint Labs came to V Digital Services to find solutions for marketing their COVID-19 testing services online. Ads for testing were severely restricted and required whitelisting, and ARCPoint needed assistance from an agency with experience working with Google to navigate their ad policy. Their primary goal was to increase awareness and book new patients for COVID-19 testing.
At the start of the campaign the Paid Media team was effectively working in the dark, developing strategies for an unprecedented situation while Google was withholding keyword data related to COVID-19 at the time. Nevertheless, the team worked diligently to get ARCPoint whitelisted before most of the competition, which allowed them to begin running ads and collecting data while taking advantage of low CPCs as well as almost nonexistent competition for paid search. In August, the team was able to take the data they collected and reoptimize the campaign, putting ARCPoint at a huge competitive advantage.
Additionally, the paid media strategists were able to reduce the average cost per conversion from $20 in 2019, to just $7 in 2020. Most markets focusing on COVID-19 testing are seeing average CPAs of under $5, with markets like Scottsdale and Virginia beach seeing CPAs of $1.50. Much of our success hinged on the Paid Media team’s quick strategizing and hard work getting ARCPoint whitelisted before the competition, and leveraging the early data to strengthen the campaign and beat the competition as more competitors began the whitelisting process.
Based on the strategies implemented above, these were the results of our campaign.
Decreased the average CPA by 65%
CTR’s are consistently triple the average (up to 22%)
Conversion rates 8x above average
Achieved consistent low CPCs (less than $1)
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