Problem
Dowpharma, a business unit of The Dow Chemical Company, asked ClearGauge to help them improve their search engine advertising program by optimizing their keywords. Dowpharma serves both large and emerging pharmaceutical and biopharmaceutical companies, offering innovative technology, products and services for clients in drug discovery, development, manufacturing and delivery. Specifically, Dowpharma engaged ClearGauge to overcome the poor initial response on Google that slowed delivery of its ads, and to correct an abnormally high unqualified response rate on Overture.

Solution
The ClearGauge team generated and optimized keyword groupings and messages that were more salient to a more granular target. Key elements of this optimization program were:

• Develop more granular keyword groupings
• Create messages that specifically appeal to either decision-makers or influencers
• Focus on operative keywords in larger phrases
• Incorporate more message qualification elements
• Obtain unique keyword combinations through use of strategic broad match technology
• Recommend more focused landing pages mirroring the above elements

Results
As evidenced by more consistent click through rates, this granular approach to target audience segmentation, keyword selection and message creation yielded more qualified prospects. The campaign increased the initial response rate on Google, thereby eliminating the slowed ad delivery problem, and increased the number of qualified respondents on Overture. Results included a 218% increase in Exposure, 213% increase in Initial Response, 367% increase in Reach, and 830% increase in Post-Click Activity.

These successes were accomplished by a solid understanding of Dowpharma’s business, sales cycle and segmentation. The chosen methodology appropriately filtered prospects, efficiently funneled prospects into the pipeline, balanced the response rate between search engines and yielded more qualified prospects.

"I value ClearGauge's in-depth analysis, strategy development and expertise with online execution tools."
     -- Kendall Justiniano, Business Development Manager, Dowpharma, the Dow Chemical Company

Learn how ClearGauge can help you generate more qualified leads through Paid Search Engine Marketing. Contact us today.