Paid Search Campaign: Full-Funnel Strategy & Conversational Experience

Paid Search | Bidding & Automation | Healthcare Marketing | Cross-Team Collaboration | Keyword Optimization

Collaborated with an external web agency to launch an innovative, conversational website experience through a cross-functional Paid Search initiative. The platform guided users to credible health resources and fostered meaningful engagement across every stage of the care journey.

Creating Safe Digital Pathways to Accessible, Equitable Care

  • Many in this audience face barriers to receive timely diagnosis due to stigma and inequities within the healthcare system. This initiative helps bridge that gap through a personalized, conversational experience designed to meet users where they are and gently guide them toward the next stage of care.

    • Optimize campaign performance to meet established benchmarks, including engagement rate, completion rate, and cost per completion.

    • Drive qualified traffic to the chatbot-style website to encourage full completion of the conversational experience, regardless of diagnosis stage.

    • Reduce drop-off between search and site by improving message alignment and audience relevance across ad copy and keyword strategy.

    • Increase engagement and time on site through ongoing keyword optimizations.

Key Considerations

  • Campaign optimization limitations: Privacy and cookie consent policies limited tracking capabilities, preventing full optimization toward conversions.

  • Cross-team dependencies: Collaboration with an external web partner for backend data introduced added complexity in tracking, reporting, and optimization.

  • Regulatory compliance: Advertising regulations restricted the use of detailed demographic targeting.

  • Budget efficiency: Financial constraints demanded sharper audience segmentation and more efficient bid strategies.

What We Did:

Strategy

The Paid Search and WebDev teams refined keyword targeting to better connect with users actively seeking answers and support. By analyzing performance data weekly, they identified and prioritized keywords from users who were diagnosed, testing, or experiencing symptoms—ensuring campaigns reached those most in need with relevant, timely information.

Campaign Optimizations & Measurement

Keywords

Example framework for keyword categorization across diagnostic journey stages. Data shown is illustrative.

  • Separated higher volume keywords into a dedicated campaign to improve control over automation and budget allocation.

  • Shifted automated strategies to serve ads for long-tail, lower-volume keywords with stronger relevance.

  • Improved visibility and ranking for previously underperforming condition keywords as automation adapted to appear in more qualified auctions.

  • Paused keywords with low completion rates relative to condition status to focus spend on higher-value intent.

Key Takeaways & Future Optimzations

Performance Insights & Next Steps

  • Keywords with the highest search volume generated the most traffic but resulted in lowest conversion rates, increasing cost per completion.

  • Leveraged automation that improved visibility lower-funnel, long-tail keywords to drive stronger engagement and intent to the website.

  • Future optimizations will include creating tailored ad copy and dedicated ad groups to better resonate with friends and family audiences, offering a more personalized and empathetic experience.

  • Geotargeting could be introduced to improve efficiency under budget constraints and focus delivery in high-priority regions.