{"id":265,"date":"2018-10-04T20:22:37","date_gmt":"2018-10-04T20:22:37","guid":{"rendered":"https:\/\/lynchbox.com\/secure\/lbd\/?post_type=project&p=265"},"modified":"2023-09-01T06:09:40","modified_gmt":"2023-09-01T06:09:40","slug":"abbott-toxicology-ppc","status":"publish","type":"project","link":"https:\/\/lynchbox.com\/secure\/lbd\/project\/abbott-toxicology-ppc\/","title":{"rendered":"Abbott Toxicology PPC"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Hero” _builder_version=”3.22.3″ background_color=”rgba(251,144,57,0)” background_image=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2019\/03\/circle-background-pattern.png” custom_padding=”|||” animation_style=”zoom” animation_intensity_zoom=”4%”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”|||” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”3%”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”|||on|||||” header_font=”|||on|||||” header_text_color=”#1f3044″ header_font_size=”60px” header_line_height=”1.3em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”|||” animation_style=”fade” header_font_size_last_edited=”off|desktop” locked=”off”]<\/p>\n

Pay-Per-Click Campaign<\/h4>\n

Lead Gen Consolidation<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_4,1_4″ _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” animation_style=”fade”][et_pb_column type=”3_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.5.3″ text_font=”Montserrat||||” text_text_color=”#353740″ text_font_size=”22px” text_line_height=”1.8em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” animation_style=”fade”]<\/p>\n

Problem:<\/h2>\n

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.<\/p>\n

While the many product and service offerings were similar in nature, they were segmented by key audience and settings.\u00a0Unfortunately, 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.<\/p>\n

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.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”Montserrat||||” text_text_color=”#747d88″ text_font_size=”16px” text_line_height=”1.8em” header_font=”||||||||” header_4_font=”Montserrat|600|||||||” header_4_font_size=”22px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”||60px|” animation_style=”fade” locked=”off”]<\/p>\n

Details<\/h4>\n

Oct 2018
<\/span>Abbott<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”Montserrat||||” text_text_color=”#747d88″ text_font_size=”16px” text_line_height=”1.8em” header_font=”||||||||” header_4_font=”Montserrat|600|||||||” header_4_font_size=”22px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”||60px|” animation_style=”fade” locked=”off”]<\/p>\n

Categories<\/h4>\n

Web | Digital<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22.3″ background_color=”#e4ecf9″ custom_padding=”110px|0px|110px|0px”][et_pb_row admin_label=”Quote” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Quote” _builder_version=”4.5.3″ text_font=”||||||||” text_text_color=”#353740″ text_font_size=”24px” text_line_height=”1.8em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” max_width=”700px” module_alignment=”center” animation_style=”fade” animation_direction=”top”]<\/p>\n

Solution:<\/h2>\n

With a cross-functional team, we created a\u00a0 master PPC campaign to funnel leads accordingly.\u00a0<\/p>\n

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.\u00a0\u00a0<\/p>\n

Not only was this campaign the beginning of a broader digital marketing strategy, it was also an important step in sales operations.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2023\/09\/abbott_toxicology_ppc_responsive.webp” alt=”Abbott PPC Toxicology” title_text=”abbott_toxicology_ppc_responsive” show_in_lightbox=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.5.3″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” animation_starting_opacity=”100%”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”on|on|on” _builder_version=”3.22.3″ disabled=”on”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”3.25″][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_number_counter title=”Total Users” number=”63″ percent_sign=”off” module_class=”counter-k” _builder_version=”3.21.1″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_number_counter title=”Saved Per Year” number=”150″ percent_sign=”off” module_class=”counter-k counter-usd” _builder_version=”3.21.1″][\/et_pb_number_counter][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ make_equal=”on” use_custom_gutter=”on” gutter_width=”1″ specialty=”on” padding_top_1=”0px” admin_label=”Work Section” _builder_version=”3.22.3″ background_color=”#e1e2e6″ custom_padding=”60px||110px|” locked=”off”][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” padding_top__hover=”0px” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2023\/09\/ppc_abbott_toxicology_master_dt.webp” alt=”Abbott Toxicology Services PPC parent” title_text=”ppc_abbott_toxicology_master_dt” show_in_lightbox=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.5.3″ custom_padding=”||0px” animation_style=”fade” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”0px” box_shadow_spread=”5px” box_shadow_color=”#e1e2e6″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ specialty_columns=”2″ _builder_version=”3.25″ custom_padding=”|||” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_row_inner disabled_on=”on|on|on” _builder_version=”3.25″ custom_padding=”0px||0px|” disabled=”on”][et_pb_column_inner saved_specialty_column_type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ background_color=”rgba(251,144,57,0.3)” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”0px” box_shadow_spread=”5px” box_shadow_color=”#e1e2e6″]<\/p>\n

Google results page here with a placement.<\/p>\n

[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=”1_3,1_3,1_3″ _builder_version=”3.25″ custom_padding=”0px||0px|”][et_pb_column_inner type=”1_3″ saved_specialty_column_type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2023\/09\/ppc_abbott_toxicology_rapid_devices_dt.webp” alt=”Abbott Toxicology PPC Rapid Devices” title_text=”ppc_abbott_toxicology_rapid_devices_dt” show_in_lightbox=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.5.3″ animation_style=”fade” animation_direction=”right” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”0px” box_shadow_spread=”5px” box_shadow_color=”#e1e2e6″][\/et_pb_image][\/et_pb_column_inner][et_pb_column_inner type=”1_3″ saved_specialty_column_type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2023\/09\/ppc_abbott_toxicology_lab_dt.webp” alt=”Abbott Toxicology PPC Lab Services” title_text=”ppc_abbott_toxicology_lab_dt” show_in_lightbox=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.5.3″ animation_style=”fade” animation_direction=”right” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”0px” box_shadow_spread=”5px” box_shadow_color=”#e1e2e6″][\/et_pb_image][\/et_pb_column_inner][et_pb_column_inner type=”1_3″ saved_specialty_column_type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/lynchbox.com\/secure\/lbd\/wp-content\/uploads\/2023\/09\/ppc_abbott_toxicology_escreen_dt.webp” alt=”Abbott Toxicology Services PPC eScreen” title_text=”ppc_abbott_toxicology_escreen_dt” show_in_lightbox=”on” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.5.3″ animation_style=”fade” animation_direction=”right” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”0px” box_shadow_spread=”5px” box_shadow_color=”#e1e2e6″][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22.3″ custom_padding=”110px|0px|110px|0px”][et_pb_row column_structure=”3_4,1_4″ make_equal=”on” admin_label=”Quote” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”3_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Quote” _builder_version=”4.5.3″ text_font=”||||||||” text_text_color=”#747d88″ text_font_size=”24px” text_line_height=”1.8em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”700px” module_alignment=”center” animation_style=”fade” animation_direction=”top”]<\/p>\n

Execution:<\/h2>\n

We utilized Adobe CC for the design, and a variety of other technologies to pull this off\u2014primary 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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″]\t<\/p>\n