Pay-Per-Click Campaign
Lead Gen Consolidation
Problem:
Abbott’s Toxicology division was comprised of a multiple divisions and sales groups, each with their own numbers to hit, and each vying for the same prospects.
While the many product and service offerings were similar in nature, they were segmented by key audience and settings. Unfortunately, competing messages could confuse prospective customers across a range of settings, and an inordinate amount of internal effort was spent on reconciling leads. Moreover, solution groups competing for the same keywords in Google Ads was counterproductive.
We wanted to gather inbound leads in a way that would qualify them for the goods and services they needed right out of the gate.
Details
Oct 2018
Abbott
Categories
Web | Digital
Solution:
With a cross-functional team, we created a master PPC campaign to funnel leads accordingly.
This allowed for all parties to benefit from the more general keywords through a single parent page, while allowing for more customized content in subordinate landing pages.
Not only was this campaign the beginning of a broader digital marketing strategy, it was also an important step in sales operations.
Execution:
We utilized Adobe CC for the design, and a variety of other technologies to pull this off—primary among the latter were Google Ads and Act-On. It was truly a team effort. There were so many parties involved, and this campaign was one of the first Abbott-branded efforts for the Toxicology team.
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