Driving brand traffic and efficiency to meet demand

Challenge

Travel Nurse Across America (TNAA) turned to MERGE with the goal of increasing registered nurse leads in their pay per click (PPC) channel with a target cost per lead goal in mind. To help TNAA reach their goal, our team at MERGE went to work delivering a more efficient cost per lead at a 78% decrease compared to the previous program.

Notable too is the fact that the transition occurred while the global pandemic started to ramp up, driving an increase in demand for travel nurses in heavily impacted areas.

Outcome

MERGE started with a restructuring of the TNAA account to better manage the budget and identify keywords with solid cost efficiency. Once there was a baseline for performance with the new structure, MERGE layered on automated bid strategies to help manage and increase efficiencies.

Results

Brand traffic increased one week into launching the campaign restructure. By the fourth week, the main metric, cost per lead, improved at 77% less than the prior period.

After establishing the restructure as a success due to a significant increase in performance and improved efficiencies, MERGE implemented automation, dropping CPL to an all-time low at 76% below the original target. Additional successes include: