“Kenshoo Local set me up for success! Using the tool helped me to achieve the CPA goals with ease and allowed me to spend more time testing strategies to help further optimize performance"
- William Campos, Campaign Strategy Manager - TEGNA Marketing Solutions

22 %
Increase in total conversions
69.25 %
Avg. decrease in CPA

Background

TEGNA Marketing Solutions provides strategic digital marketing services for local businesses and national brands. One of its clients, The St. Hope Foundation, is a nonprofit community healthcare organization that was st up in response to the unmet needs in health-related services across Houston and rural counties. 

Challenge

TEGNA was tasked with increasing leads (the number of appointments requested) and maximizing new patient conversions across all service lines, while driving down the cost per acquisition – goals of which varied depending on the service. 

Solution

While successfully utilizing Kenshoo Local to structure and effectively manage campaigns across multiple locations for the St. Hope Foundation, TEGNA integrated a number of Kenshoo features including Smart Tags and Kenshoo Performance Optimization to maximize campaign performance.  

  • Smart Tags – by implementing blocked keywords, a feature of Kenshoo Smart Tags, this automated the process of finding and resolving blocked keywords to improve campaign performance. Coupled with duplicate keywords, TEGNA was able to ensure keywords were not duplicated with ad groups to prevent the client from competing against itself, ultimately driving down cost. Additionally, weekly reports provided actionable insights to optimize strategies based on week over week trends.
  • Kenshoo Performance Optimization – KPO algorithm enabled TEGNA to maximize conversions within the client’s optimal bidding budget while reducing cost per acquisition.

Results

  • 22% increase in total conversions over 6 months compared to the previous 6 months
  • 69.25% average decrease in CPA across service lines

Results by Medical Service

  • Dental: 37.61% increase in conversions, 22% decrease in CPA (195% change)
  • Dental Implants: Conversions increased 29% with CPA decreasing by 27%
  • Branding: 26.85% increase in conversions while maintaining CPA (1.83% change)
  • Vision: 13.85% increase in conversions with 11% decrease in CPA (2% change)
  • HIV: 27% increase in conversions (from 87 to 156) with a decrease in CPA by 53%
  • Hepatitis: 14.89% increase in conversions

The St. Hope Foundation was so impressed with the results that it allowed TEGNA to renew its contract and capture increased monthly spend.

 

Challenge

TEGNA was tasked with increasing leads (the number of appointments requested) and maximizing new patient conversions across service lines, while driving down the cost per acquisition. 

Solution

  • Using Kenshoo Local coupled with Smart Tags and Kenshoo Performance Optimization, TEGNA improved its time-efficiencies to test multiple campaign strategies while leveraging actionable insights from weekly reports to optimize campaign performance – successfully achieving the clients targeted KPIs. 

Results

  • 22% increase in total conversions over 6 months compared to the previous 6 months
  • 69.25% average decrease in CPA across service lines