Epic Consulting, Done Better.
The group at Bluetree Network provides strategy and support for healthcare organizations that use Epic software to manage their patients’ medical records. Backed by a team of ex-Epic, IT, and operations professionals, Bluetree offers end-to-end solutions that make a lasting impact on the customers they serve. However, they needed help when it came to increasing their exposure within their niche industry.
Connecting with a Niche Audience
Bluetree’s current marketing efforts fell short of achieving the company’s goals. More specifically, their paid search efforts failed to drive enough relevant users to the Bluetree site, and the team was having difficulty identifying keywords that would capture an audience with high conversion potential. To help them drive awareness and conversions, we first conducted exhaustive keyword research before auditing their paid search account and creating highly targeted ads.
Extensive Keyword Research
The fact that Bluetree services such a niche audience makes the process of identifying relevant keywords all the more important. We worked with the Bluetree team to complete an exhaustive keyword research exercise to identify any and all words and phrases that a user might search in their hunt for Bluetree-like services.
Ad Account Audit & Restructure
After completing our keyword research exercise, we helped the Bluetree team restructure their paid search account to best organize and manage their final list of keywords. We also audited every bid, setting, and budget in their account, optimizing each element to align with Bluetree’s goals.
Paid Search Ad Creation
Finally, we rewrote Bluetree’s ad copy and ad extensions based on our keyword research, as well as on additional brand and competitor analysis.
Optimized Ads Find the Right Audience
In the three weeks following the launch of the new ads and account structure, we saw vastly improved ad metrics:
- Click-through rate (CTR) increased 324%
- Conversions increased 700%
- Cost per conversion decreased 75%
- Impression share increased 152%
Driving Qualified Leads to the Bluetree Site
Just as importantly, we saw improved site metrics from ad-driven traffic:
- Pages per session increased 23%
- Average session duration increased 97%
- Bounce rate decreased 12%