PCI launched a three-month Google display ad campaign on behalf of HBH to raise awareness of the 2020 Census and encourage residents of four Chicago locales to participate in the census: Back of the Yards, Englewood, Hyde Park, and Humboldt.
Census Campaign
HOWARD BROWN HEALTH
SHOWCASE
RAISE AWARENESS OF THE 2020 CENSUS AND IMPORTANCE OF PARTICIPATION
| KEY PROGRAM ACTIVITIES |
|---|
| Researched each clinic location’s unique patient needs, demographics and services offered and utilized HBH’s 2018 campaign data to identify best performing keywords, audience targeting and creative assets |
| Developed a digital advertising strategy outlining targetable audiences, measurable objectives, platform targets and more |
| onducted audience research to ensure ad creatives and landing pages provided a compelling, culturally relevant message to audiences |
| Conducted SEO keyword research to ensure audience relevance |
| Set-up ads on Google Ads network and provided campaign tracking tags for measurement |
| Monitored and optimize ad campaigns daily to improve results |
| RESULTS |
|---|
| 1,196 conversions were secured, a 75% increase from the 300 conversions secured in 2018 |
| Incoming patients were asked to identify how they heard about HBH as part of the organization’s intake survey process – 206 survey respondents answered, “Online Ads” or “Internet Search” |
| Paid search click-through rate (CTR) of 4.75% was secured in 2019, 55.5% higher than the same metric in 2018 (2.21%) |
| Display CTR of 0.57% was secured in 2019, 65% higher than the same metric in 2018 (0.2%). Both metrics were significantly higher the original objective of a 25% year-over-year increase |
| Increased ad relevance and strategic bidding resulted in 25% lower paid search cost per click of $2.56 compared to 2018’s $3.45, and 52% lower display ads cost per click of $0.36 compared to 2018’s $0.77; both meeting the year-over-year goal of 20% decreased cost per click |
| Paid search cost per conversion of $18.05 secured, which is 260% lower than the same metric at $46.97 in 2018. Display ads cost per conversion of $34.62 secured, which is 330% lower than $114.59 in 2018; both metrics surpassed the original year-over-year goal of decreasing cost per conversion by $50 |
| Value metrics for all HBH paid search and display ads such as CTR, CPC, and cost-per-conversion exceeded health care industry standards |
| Industry award recognitions from the Public Relations Society of America Chicago and the Publicity Club of Chicago |
CENSUS CAMPAIGN
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