The Power of Google Ads in Targeted Advertising
How Samba used Google Ads to drive registrations for a DNA sequencing webinar and generate highly qualified sales leads
Our client is a genomics company with DNA sequencing technology that addresses many of the constraints of short-read sequencing. Their issue, in an era of information overload, was to get their sequencing platform into the right scientists’ hands. They planned a webinar focused on the use of this technology in cancer research and needed to drive awareness for webinar registration. Enter the Samba Scientific team, who suggested using targeted Google Ads to meet their goals.
Designing a Targeted Google Ads Campaign
To help our client accomplish their goal of 300 webinar registrants, they pulled in Samba Scientific to supplement their efforts. Our campaign focused efforts on three points:
- Identification of highly-specific search terms that the audience – cancer researchers in academia or pharmaceutical companies – would use to search for information in Google
- Development of compelling ad copy to highlight this audience’s pain points, including the use of high-intent search terms
- Ad keywords and ad copy messaging were aligned with the website landing page copy linked in the ad. This alignment reassures the audience, after clicking on an ad, that they’ve arrived at a place where they will find information matching their search and encourages them to learn more. Samba Scientific used the fundamentals of Google Ads: Keywords matching the ad headlines/copy which matched the landing page copy to give the ads a high strength and ad relevance to boost their performance.
Google Ads Delivered Webinar Registrants and Potential Leads
Samba Scientific wrote and launched highly targeted Google Ads. With ongoing optimization and monitoring over 60 days, these ads generated nearly 40% of the 300-registrant goal. This approach delivered 120 leads with high intent—meaning they were actively looking or already interested in the services our client had to offer—including one person from an institution that our client had been trying to connect with for over a year. Through these Google Ads, an employee from this institution registered for the webinar and went on to show interest in our client’s technology, becoming a marketing qualified lead (MQL) within 30 days. They were quickly passed to the sales team and became an opportunity. Each of the webinar registrants offered a new contact for the client’s sales team to nurture along the path to becoming a new customer.
Inspired by this successful customer journey? Samba Scientific can support your next Google Ads campaign with the effective three-point approach we used for this client. Talk with us today about how we can deliver highly qualified leads that are likely to become your next customers.
Written by
Sydney Wyatt is an Account Manager at Samba Scientific. With her PhD in Integrative Genetics and Genomics from the University of California, Davis, and training in science communication, she ensures that her clients’ content is engaging and scientifically accurate. As a former target audience member, she brings a unique perspective to marketing strategies. Learn more about her on LinkedIn.
