GOOGLE ADS GENERATE HUGE WIN & ENGAGEMENT FROM PROVIDERS

2.8

Served more than 2.8 million ad impressions

4,243

Generated 4,243 clicks—or visits—to the landing pages

316

Drove 316 PDF downloads

247

Generated 247 comments during commentary period

BACKGROUND

Quest Diagnostics is an American clinical laboratory and Fortune 500 company, operating over 8,600 laboratories in the U.S. alone. Quest Diagnostics came to DML with a request for help in their mission to empower people to take actions to improve their health outcomes.

SERVICES & PLATFORMS

  • Google Search
  • Google Display
  • Google Responsive

GOAL

After the success of our previous campaign, Quest wanted more help in reaching a different audience: medical providers. The overall objective and goals were similar — they wanted the target audience to download a report on prescription medication abuse and then submit commentary for an upcoming medical review that takes medical professional comments into consideration when making new health recommendations.

Strategy

We geo-targeted ads to radii of 1 mile around 150 of the largest hospitals in the US by bedcount.

We co-targeted our display ads to people whose browsing behavior matched topics we selected, including specific health conditions, general health issues, reproductive health, cancer, surgery and a number of other health topics.

We had two versions of display ads and two copy versions of search ads each for desktop & mobile. Most display ads had images, except for mobile ads, which just had text. Responsive ads give us more flexibility for fitting a publisher’s inventory dimensions, static banners give us more control over imagery, branding & messaging. To drive commentary, we allocated a portion of the budget to people who had already heard of the report and who wanted to find it for themselves.