Travel Nurse Across America – SEM
Challenge
Travel Nurse Across America came to us looking to increase Registered Nurse Leads in the PPC channel with a target Cost per Lead goal in mind. Our Blue Moon Digital team wanted a more efficient cost per lead at 78% decrease compared to the previous program. The transition also happened when the global pandemic started to ramp up and we saw an increase in demand for travel nurses in heavily impacted areas.
Solution
Blue Moon Digital started with a restructuring of the account to better manage the budget and keep only keywords with solid cost efficiency. Once there was a baseline for performance with the new structure, Blue Moon Digital layered on automated bid strategies to help manage and increase efficiencies.
Results
Brand traffic increased one week into launching a campaign restructure. By the fourth week, the main metric, cost per lead, improved at 77% less than the prior period. After establishing the restructure as a success due to a significant increase in performance and improved efficiencies, Blue Moon Digital layered on automation dropping CPL to an all-time low, at 76% below our target.
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