Social Ad Development, Strategy & Management
Based in Houston, Texas, American Medical ID (AM ID) has been in the business of saving lives for over 25 years. Founded in 1994, the 100% employee-owned company sells a wide variety of stylish and high-quality, custom- engraved medical ID jewelry that can be worn with confidence by people with chronic illnesses to inform medical professionals in emergencies. Medical ID bracelets, necklaces, and medallions range in prices from $10 to $600 and are available in several different high-grade metals such as solid Stainless Steel, Sterling Silver, 10Kt, 14Kt Gold, and Titanium.
Prior to working with Optidge, the majority of AM ID’s sales came from in-store medical ID displays, organic searches, search ads, and organic social media. Though they had run a modest Facebook ad campaign, containing mostly retargeting, in the three months prior to Optidge taking over, they’d never had a successful, scalable Facebook Advertising (FB Ads) program in place. AM ID felt they were leaving money on the table and partnered with Optidge to scale ad spend and revenue profitability beyond what they had managed so far during Q2 2020. Based on analysis from AM ID, achieving profitability while scaling meant meeting a minimum of 3x ROAS through the rest of the year (Q3 and Q4 2020).
Two specific challenges were addressed when developing the strategy:
First, how do we structure the campaigns, targeting and creative in a way that efficiently uses the budget and maximizes revenue?
Secondly, as the client desires to increase the ad budget and revenue, how do we scale the campaigns while maintaining and achieving our return on ad spend goal?
Optidge developed a multi-stage Facebook and Instagram funnel campaign that qualified users and encouraged action. The marketing funnel was designed with 2 main subsets: Prospecting (containing top-of-funnel post engagement and video views campaigns as well as middle-of-funnel conversion-focused campaigns) and Retargeting. Our creative strategy centered around aligning ad types to the customer journey and utilizing imagery/videos featuring historically top-performing products to boost performance. While Prospecting received mostly images and some videos, Retargeting ads were primarily composed of dynamic product ads.