• Scale new paid social acquisition channel

Convo was an interesting case because they have brand recognition in the market but their socials were quiet and under utilized.

Zest Dental is one of the largest dental implant manufacturers in the U.S. Their primary audiences are Dentists at offices across the country who perform surgery with dental implants. Some challenges I faced were

• The client is a leader in the space which makes new customer acquisition strategies/expansion more difficult 
• They had no great offers to use in their campaigns 
• Sophisticated B2B audience
• Brand loyalty to competitors in the market

The strategy

I began by leveraging the client’s existing data and Google’s machine learning algorithm to ensure that we’re targeting users most likely to convert. The goal was to feed the algorithm with the best data possible so we could go after new customers searching for non-branded terms.

After sufficiently utilizing campaign structures to segment the customer journey map in Google Ads, I began a substantial increase in ad spend to scale this account while maintaining an optimal ROAS.

Once we established a great search ads structure, we began to move higher in the funnel utilizing Google display, discovery and video campaigns for new customer acquisition.

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