Paid Media // PPC // Shopping // Paid Social
Given the historically high thermometer demand, Forthea developed a “running start” strategy to avoid any downtime in PPC advertising. This consisted of fine-tuning and repairing existing Google Ads campaigns, while developing a full-funnel B2B and B2C search, display, and social strategy. Our team rebuilt the entire digital advertising program in less than a week while working at home.
To capture our top and mid-funnel users and bring interest and awareness to iHealth Labs products, we implemented display and paid social initiatives, including various prospecting, lookalike, and remarketing methods. High performing display and video campaigns targeted custom intent, in-market and affinity audiences.
Our mid-to-bottom funnel search strategy was made up of brand and non-brand product keyword segments focused on Google search. We used ad copy across all channels utilizing a mix of feature/benefits and social-proof messaging to gain attention and increase click engagement.
Our team quickly transitioned high performing channels and segments from semi-automated bidding to smart bidding on Google to employ more powerful AI machine-learning. This tactic resulted in significant volume and efficiency gains.
