Testing For All
1700% ROI on digital ad campaign and 16,650 sales
The client.
Testing For All is a not-for-profit with a mission to make COVID-19 testing accessible and affordable to anyone who needs it. The company provides below-market-price, high-quality COVID-19 tests, available for both individuals and businesses.
The challenge.
To launch Testing for All’s below-market-price testing kits into the market with digital advertising. With kits priced at 50 percent of the current market value, the average Cost Per Conversion needed to be very low at around £3.50.
The strategy.
Conduct audience research and build buyer personas. Optimise the website for conversions. Conduct keyword research. Set up digital search and display ads. Optimise the campaign to reduce Cost Per Click so it falls within the target Cost Per Conversion while maximising sales.
What we did.
Buyer personas
We started by building up a series of buyer personas that, along with our research, informed our ad strategy. We concluded that businesses needed to ensure their employees felt safe to return to work while individuals needed affordable testing kits as fast as possible to put their minds at ease.Website optimisation
We optimised the landing page website copy structure to reflect the needs of both business and individual personas, speaking in their language and highlighting their feelings and goals.Overcoming advertising restrictions
We ran into a challenge at the early stages of the campaign, with Google effectively blocking ads around COVID testing. This required us to go above and beyond our original remit by liaising with Google to enable us to run the ads while complying with their stringent regulations.Research and targeting
Having overcome these restrictions, we formulated a large list of potential keywords, setting up a range of ads targeting buyer persona-focused search terms. These were aimed at both businesses and individuals, giving us a large audience. With such sizeable audience attributes, this required us to run a range of campaigns to discover the highest-converting ads and terms.Project snapshot.
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16,650
lifetime kit sales
1700%
Return on Ad Spend
Winner
of Silver Vega award
The Contra team was brilliant to work with. They listened intently and understood a complicated domain, ultimately coming up with a solution to get us into the market.
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