Case Study: How An Online Medical Supply Store Managed To Use Google’s Dynamic Campaigns To Its Advantage And Get 20 Extra Leads Per Month







How was the strategy formed

The first thing we did was a debriefing of the document written by Medident, from which we understood very well what products do they sell, to whom are these products addressed, how often are the products bought, but also which are the differentiators from the competition and who are their customers, what needs, age, interests do they have.

The next step was to extract important data from the Google Analytics account, in order to form an appropriate strategy, the audience being very small.

With the help of all this information, we have established that these products are very specific and they are strictly addressed to people who have had contact with them, so we have included in our strategy, a DSA campaign, to generate quality traffic at low costs.

DSA or dynamic search ads show up on google when someone searches for terms closely related to the titles and frequently used phrases on your website. These types of ads help you find customers searching on google for exactly what you offer. They are ideal for advertisers with a large inventory and a well developed website. 

Were strategic decisions made based on your experience and expertise, competitive research, etc.?

Through this document, in which the business owner or marketing director answers a series of questions related to business, but also the debriefing of this document, together with the analysis of data from Google Analytics made us understand the profile of the ideal client. 

This information guided us in writing ads as focused as possible, but as the budget was very limited and we had a very large list of products and categories to promote, we decided to start with two search campaigns, one brand campaign and one DSA campaign.The DSA campaign reaches more specific searches and it brings a lot of relevant traffic at a low cost.

What project(s) were launched as part of the strategy?

Even though we were limited by budget at the beginning, the DSA campaign brought the best results, at the lowest costs. Later we implemented other search campaigns, video and Google remarketing dynamic, which had very good conversion rates, but we also managed campaigns on other platforms.

We believe that DSA and brand protect campaigns should be enabled in all Google Ads accounts.

What was the most successful project?

We believe that it is very important to understand the client’s business and to have in mind his budget, so that we can generate as many sales as possible in the budget provided.

We noticed that the DSA campaign had the best results, therefore we created more ads in this campaign and started a/b testing. The secret to these great results is that we have created similar, almost identical ads to the ad which had the best results. So if you look at the ads below you will see we just changed maybe a word or added another word to the sentence.

Were there any unexpected issues that you overcame?

The main challenge was was finding the best strategy for the business to grow, within the limited budget

Did you refine the strategy to improve results?

We are always working to improve results and to expand new components, but everything is done gradually, depending on the progress and results.

How did you and the client work together?

The client was confident in our strategy and the services provided. Step by step, we integrated other specific campaigns that increased the number of sales even more.

Was there a lot of collaboration or was the client more hands-off?

(Many prospective clients are curious about what their level of involvement in your process would look like.)

At the beginning of each collaboration, we have many online meetings, where we inform our clients the status of the campaigns and if we have questions about products or customers, we immediately receive the necessary answers. Once the campaigns are on the right track, the online meetings take place monthly or whenever the client wants, otherwise the communication is done by email.

What did you learn during the engagement?

We learned that it is good to have regular meetings with clients, in order to take over all the necessary information from the business and put it into ads but also get the customer to know and trust the account manager.

Any takeaways?

After many optimizations, we managed to generate a large number of conversions at a good CPA. Now the campaigns have an automatic bidding method, which leads to an accelerated increase in conversions.

DSA campaign performance

Full account performance

Account overview 2018

Account overview 2019

Do not make assumptions about your

Track it through Google Analytics.

Agency certifications

Custom Image
Google Premier Partner

Custom Image
Convert Agency Certified

Custom Image
ETarget Certified

Team certifications

Custom Image
Google Ads Fundamentals Certified

Custom Image
Google Ads Search Certified

Custom Image
Google Ads Display Certified

Custom Image
Google Ads Mobile Certified

Custom Image
Google Ads Video Certified

Custom Image
Google Shopping Ads Certified

Custom Image
Google Web Designer Certified

Custom Image
Google Analytics Certified

Custom Image
Google Tag Manager Certified

Custom Image
Google Waze Ads Certified

Custom Image
Google Digital Sales Certified

Custom Image
HubSpot Inbound Marketing