
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
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.