Europlaz Case Study: Bespoke PPC Outstrips Automation

Learn how Anicca drove a 57.7% Google Ads CTR increase for Europlaz. Clicks increased by 197.7%. Trust in proven PPC expertise from Anicca.

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+57.7%

CTR increase
Year on Year

+197.7%

Clicks increase
Year on Year

+89%

Impressions increase
Year on Year

Client Overview

Europlaz Technologies have a long and storied history of medical device development. In operation for over 40 years, Europlaz has extensive knowledge and insight into the medical device design and manufacturing process.

This alongside their state-of-the-art prototyping, manufacturing, regulatory and fulfilment systems allows Europlaz to complete complex medical device design and manufacture under one roof.

By doing so, Europlaz offers an all-in-one accredited medical development service that reduces production time and costs, giving customers peace of mind and reliable timelines for delivery to patients.

Europlaz wanted to work with us to increase leads in the medical device industry by using a dedicated paid campaign. We were up for the challenge and set to work on this exciting project.

Objectives:

Before taking over Europlaz’s Google Ads management, Europlaz relied heavily on Google automation. While advanced and versatile, an automated process often lacks the insight and care of a dedicated PPC manager. Europlaz tasked us with a number of focuses, and objectives.

Over the years, Google have been increasing the automated capabilities of Google Ads. Whilst that’s true; if you think you can rely 100% on Google’s ad automation features, think again! We were tasked to bring a more structured and tailored approach for Europlaz’s ad campaigns.

Like many businesses, Europlaz relies on qualified leads to succeed commercially. Europlaz wanted a higher volume of leads through ads activity, and it was up to Anicca to deliver.

Simply increasing the volume of leads isn’t enough. We needed to ensure that we were targeting the right users via the most relevant search queries. We were tasked with making sure that lead quality remained high, and with increasing click-through rates.

Our Solution

Our team started off by learning about the landscape of the industry and how clients such as white labelling clients, marketing teams, healthcare providers, or members of the scientific community went out looking for medical device manufacturing partners.

When we took over the account Europlaz automated the majority of their paid media activity. This service, while useful, can cast the net too wide and end up leading to high costs for less reward. By working with a dedicated account manager, we were able to create bespoke campaigns, test results, and ultimately finetune the budget for maximum efficacy.

We created several PPC campaigns to test the market and refine our focus to best use the budget available. We also focused campaigns based on the different structures and services provided by Europlaz Technologies. To further refine these, especially given the complex nature of the industry, we maintained close contact with the client to ensure ads were relevant to the target audience.

How our solution helped Europlaz to succeed

Case Study Results

Overall, data is only as powerful as the insight it provides. Automated campaigns are helpful for businesses without a dedicated team but can lack the agility or experience of experienced hands. By trusting us with their campaigns, we expanded the reach of paid media and attracted more lucrative leads and attention from leading pharmaceutical brands.

The click-through rate increased from 1.42% to 2.24%, which is a relative increase of 57.7%. In absolute terms the increase was 0.82%, but this is a substantial rise in CTR terms.

The number of clicks shifted from 2,859 to 8,484, which is a 197.7% increase. The CTR increased helped to provide more clicks and a greater volume of ads traffic for Europlaz.

Although less important than clicks and CTR, impressions still help to create brand awareness. Impressions shifted from 200,361 to 378,843. This represented an 89% climb in impressions. The clicks increase (percentage-wise) was larger than the impressions increase, thus demonstrating our ability to mine more clicks from shallower impressions growth.

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