CASE STUDY:
Arcpoint Labs

Strategy:

At the start of the campaign the Paid Media team was effectively working in the dark, developing strategies for an unprecedented situation while Google was withholding keyword data related to COVID-19 at the time. Nevertheless, the team worked diligently to get ARCPoint whitelisted before most of the competition, which allowed them to begin running ads and collecting data while taking advantage of low CPCs as well as almost nonexistent competition for paid search. In August, the team was able to take the data they collected and reoptimize the campaign, putting ARCPoint at a huge competitive advantage.

Additionally, the paid media strategists were able to reduce the average cost per conversion from $20 in 2019, to just $7 in 2020. Most markets focusing on COVID-19 testing are seeing average CPAs of under $5, with markets like Scottsdale and Virginia beach seeing CPAs of $1.50. Much of our success hinged on the Paid Media team’s quick strategizing and hard work getting ARCPoint whitelisted before the competition, and leveraging the early data to strengthen the campaign and beat the competition as more competitors began the whitelisting process.