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.