Diving Deep For Healthy Sleep
Apria Healthcare is one of America’s leading providers of medical equipment and home respiratory services. Apria operates more than 290 service locations throughout the United States and serves more than 2 million patients each year.
Diving Deep For Healthy Sleep
Apria Healthcare is one of America’s leading providers of medical equipment and home respiratory services. Apria operates more than 290 service locations throughout the United States and serves more than 2 million patients each year.
Our Challenge
to improve the performance of the PPC campaign with two priority deliverables
- Increase Q1&2 sales by 25%
- Achieve an ROI of at least 7:1
Strategy & Tactics
We knew our customers were well informed about the products they needed and undertook plenty of pre-purchase research. We had to build a strategy highly focused on product visibility and price.
Early in the campaign we learned something new! Despite pre-agreed pricing that all re-sellers signed up to, many competitors were’nt playing by the rules! We had to refresh and re-set. This was the game changer in our campaign approach. We stopped bidding on uncompetitive product key words and began daily price monitoring, regularly pausing and un-pausing keywords.
We also decided to stop our shopping campaigns, Apria was not at a competitive advantage. We recognised that avoiding clicks that didn’t convert was equal to achieving clicks that did.
Results
The average ROI increased from 7:1 to 10:1 and the total revenue increased by 37.8%, well over the 25% target increase.
