Coegi on Blog

Coegi on Blog

Sep 11, 2020

On July 1 2020, Facebook implemented a Limited Data Use feature that allows businesses to choose whether or not they want to apply restrictions to comply with the California Consumer Privacy Act (CCPA). CCPA was signed into law June 28,...

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Sep 4, 2020

Facebook has taken a strong stance against the promotion of weapons on its platform, which directly impacts farm and home clients during hunting season. The policies regarding firearms and other weapons are as follows: Ads must not promote the sale...

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Jul 29, 2020

The Current State of Higher Education Marketing It’s only July and already 2020 has proved itself to be one of the most disruptive, if not the most disruptive year of the past several decades. While the long-term effects of the...

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Jul 23, 2020

One of Coegi’s best practices is to employ pre-optimized campaigns based on proven results and  data-driven strategies paired with a robust understanding of our client’s business goals. While AI and machine learning has come a long way to help ensure...

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Jul 23, 2020

When it comes to digital media planning and strategy, it’s easy to get absorbed by a channel-driven approach. For example, many marketers understand that Connected TV serves as a strong upper funnel tactic for incremental reach, that social yields engagement...

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Jun 22, 2020

Tracking Offline Conversions on Facebook You can measure how much your Facebook ads lead to real-world outcomes, such as purchases in stores, with offline conversions. To help you understand the effectiveness of your ad campaigns, you’ll compare offline conversions from...

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May 15, 2020

Optimizing campaigns to maximize ad performance has been made easier for marketers with automated tactics. These machine learning tactics should be adopted in order to focus on growth opportunities. Facebook recommends five optimizations tactics to consider and execute, called the...

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May 1, 2020

Grocery and delivery sales will continue to be dominated by brick and mortar locations for the foreseeable future. However, as COVID-19 stay-at-home orders have temporarily shifted consumer purchasing behaviors due to logistics and the economy, researchers predict that the uptick...

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Apr 27, 2020

Over the last few years the television industry has been revolutionized by new players, new technologies and new content that’s available at the click of a button. Skip it. Save it. Play it. Pause it. We are living in the...

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Apr 9, 2020

MARKET CONTEXTCoegi was hired by a pharmaceutical client that manufactures flu vaccines which are administered by independent physicians, healthcare providers and retail pharmacies. The client manufactures and provides a wide range of vaccines and specialty medicines that meet local public health needs. With over 100 years of experience in the industry, this client is committed to protecting and saving lives, as well as continuing to establish itself as a global leader in vaccine developments.One infection that this client develops vaccines for is the flu which has varying strains each flu season. Despite this, the client developed a vaccine to protect the general public against two common strains of Influenza A and two strains of Influenza B to act as deeper preventative health option. BUSINESS OBJECTIVEThis client came to Coegi with the goal of driving awareness for their new flu vaccine with the ultimate goal of driving public intent for receiving the vaccine. METRICSCampaign success was measured by the following website actions on the client’s site: Clinical Data Button Clicks, Create Account Button Clicks, Login Button Clicks, Order Button Clicks and Sign-Up Form submissions. COEGI APPROACHGiven the simultaneous awareness and intent goals, Coegi launched a campaign that drove awareness of the client’s newly developed flu vaccine using 1st & 3rd party deterministic data targeting HCPs and vaccine purchasing decision makers. Campaigns ran across all digital tactics with the goal of priming the audience to later convert by taking desired site actions. Additionally, Coegi developed unique audiences to reach flu vaccine prescribers including healthcare providers, independent physicians, and decision makers at integrated delivery networks, retail pharmacies and group purchasing organizations using highly deterministic data.In order to help promote a positive brand image and product awareness, Coegi applied category exclusions to the campaign targeting: A negative keyword list was applied to ensure that ads wouldn’t show near flu or disease-related contentAn audience exclusion was also applied so that users were not retargeted after they signed up on the client site Generic awareness creatives ran from February through early March. Once the product launched in March and the FDA approved more detailed creatives, ads were swapped out to the “Approved” versions. RESULTSAfter just two months of the “Coming Soon” campaign launch, Coegi’s campaigns were driving all of the client’s desired site actions.  A majority of these actions were driven after a website retargeting audiences were introduced. Coegi’s campaigns specialists also saw that after the 5th ad exposure, website conversion rates were the highest which guided the team’s optimizations strategies.Although the campaign primarily launched as an awareness tactic to reach flu vaccine prescribers and purchasers, website behavior was tracked to measure the impact of the awareness campaign on generating site conversions. Doing this allowed Coegi to optimize toward specific site actions and ensure that the campaign continued to drive users down the funnel to increase conversions.

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