PPC: Invisible Hearing Aid

Starkey Laboratories – Invisible Hearing Aid

Starkey Laboratories is one of the largest manufacturers of hearing aids in the world. In September 2010, Starkey launched a revolutionary product – the first invisible hearing aid that’s removed by the wearer every evening. Starkey employed a national advertising campaign that integrated TV, direct mail, and internet marketing.

Challenges

• Fierce competition
• Differentiation in a very crowded market
• Small website (5 page microsite planned for 6-week lifespan)
• Getting qualified leads.

Our Work

• Paid placement advertising, based on cost-per-click, designed to attract highly qualified searches on Google, MSN, Yahoo and other search engines
• SEO for the microsite, including unique titles and descriptions for each page, allowing the microsite to be found in natural search and generate leads beyond the planned 6-week run
• Facebook advertising to specific demographic targets
• Contextual advertising on multiple websites
• Interest-based advertising to people who displayed certain online behaviors
• Precise measurement of leads via forms and phone calls, allowing for ongoing optimization of internet campaigns.

Results

• Cost per lead at 43% of the CPL for TV and 15% of the CPL for direct mail
• 6 week extension of the program
• Expansion to Canada with excellent cost per lead results
• #1 natural rankings for the primary keyword phrase (invisible hearing aid).

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