ROAST

ROAST is a fiercely independent online performance agency. We do smart, informed digital, focused on delivering Return On Ad Spend for our clients. ROAST is part of TIPi Group, a network of specialist digital agencies.

London, United Kingdom
Founded: 2015
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Skills
Content Marketing
PPC
Digital Marketing
Campaign Planning
SEO
Intergrated Campaigns
Marketing Strategy
Paid Media
Content Creation/Management/Promotion
attribution

and 8 more

Clients
Hastings Direct
Experian
Camelot
Unibet
HCA Healthcare
Next Base
Summerill & Bishop
InsureAndGo
Rightmove
Virgin Media Business

and 9 more

Sector Experience
Automotive
Charity
Education
Electronics
Entertainment
Food & Drink
Healthcare
Media
Property
Public Sector

and 10 more

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Increasing conversion rate YoY for all key services through high efficiency

by Charlotte Groves

The Client

HCA Healthcare UK is a private healthcare company offering world-class healthcare at multiple facilities across the UK.

The Challenge

Each hospital previously owned its own website, causing overlap in services. With a new central website with a focus on services and not hospitals, all ads were migrated with a brand-new account structure. This meant there were no previous machine learnings and optimisations, so we had to start from scratch. Another key challenge was that budgets fluctuated greatly throughout the year.

Innovation

By utilising machine learning, automated bidding strategies and tight keyword control whilst focusing a limited budget on top performing terms, we have greatly improved performance in the year since migration.

Each service line has been reviewed to ensure it is using the correct bidding strategy, with many taking advantage of Google’s Smart Bidding strategies. Beyond this however, CPA targets have also been set based on the service line value and conversion rates to hit the strongest performance target. Finally, CPC bids have also been adjusted within these strategies for the most efficient lead generation.

Keyword sets have been scrutinised to ensure budget is spent on top performing terms, and this has allowed us to maximise the contribution produced for the business by focusing on the highest value services and search terms. To optimise further, unique day parting has been implemented for each service line based on performance at different times of day. This has pushed available investment to the highest converting times of the day.

Results

+910% Gynaecology conversion rate

+174% Urology conversion rate

+201% Obstetrics conversion rate

+170% Neuroscience conversion rate

Summary

Notably, Gynaecology saw an increase in conversion rate from 0.67% to 6.77%, despite a 34% reduction in spend. Similarly Urology saw an increase from 1.30% to 3.56%, Obstetrics from 1.26% to 3.80% and Neurosciences saw growth from 1.55% to 4.19%.

Our optimisations meant revenue decreased by only 9% despite a 40% reduction in spend.

What the client says

“ROAST’s Paid Media team are proactive and highly knowledgeable. Their efforts have seen us massively improve our ROAS over the past year.”

~Drew Robinson Head of Digital Media and Marketing at HCA Healthcare UK

Clients

HCA Healthcare