Industry
SaaS
Challenge
Verato needed to build brand awareness and increase its presence in a competitive space through Google Ads. Introducing a unique product like hMDM required extensive testing and optimization to improve brand Search Impression Share (SIS) and drive more brand conversions.
Results
(un)Common Logic’s commitment to testing and strategic campaign restructuring led to a 226% year-over-year increase in Brand SIS and a 90% increase in brand leads. Cost per lead (CPL) for brand campaigns decreased by 66%, ensuring efficient and scalable performance.
Key Product
PPC
About Verato
Verato is a healthcare technology company offering the industry’s first hMDM (Healthcare Master Data Management), a groundbreaking solution specifically designed for healthcare organizations. With an innovative product and long sales cycles, Verato requires strategic marketing initiatives to engage and convert high-value leads effectively.
The Challenge
Introducing a first-of-its-kind product like Verato’s hMDM presented unique challenges in Google Ads. Verato needed to increase its Search Impression Share (SIS) for brand terms while generating qualified leads. The competitive nature of the healthcare technology space made it essential to implement a data-driven approach to optimize campaign performance, test new tactics, and establish brand presence effectively.
The Solution
(un)Common Logic worked closely with Verato to design and execute a comprehensive testing strategy across multiple channels, including Search, Display, and Video/YouTube. Testing was conducted at all levels of the account to refine targeting, creative, and bidding strategies. The campaign structure was reimagined to align with Verato’s goals of scaling Brand SIS and increasing brand awareness.
A full-funnel approach was developed, ensuring that campaigns captured users at various stages of the decision-making process. Insights gained from continuous testing informed strategic adjustments that maximized brand visibility and conversion potential. These efforts were combined with cost-saving measures to improve overall efficiency and scalability.
The Results
Brand SIS increased by an impressive 226% year-over-year, reflecting Verato’s enhanced visibility and presence in the competitive healthcare technology market. Brand leads grew by 90%, demonstrating the effectiveness of the optimized campaigns in driving high-quality conversions. Cost per lead for brand campaigns decreased by 66%, ensuring that the increased performance was achieved efficiently.
This case study highlights the power of testing and iterative optimization in driving measurable results for innovative products in competitive industries. By building a scalable and data-driven approach, (un)Common Logic enabled Verato to achieve its goals of increased brand awareness, lead generation, and cost efficiency.
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