Talkspace Increased Conversions 51% and Cut Branded CPC 43%
A testing-led paid search strategy helped Talkspace improve patient acquisition efficiency and scale conversion growth in a highly competitive online therapy market.
Key Results
Talkspace needed more efficient growth in an ultra-competitive online therapy market. During the first seven months of our partnership, a testing-led paid search strategy increased overall conversions while lowering Branded search costs and creating room to invest in Non-Brand demand. Services included D2C, Digital Health, SEM, Paid Search, and Performance Max.
More Conversions
51%
Overall, first seven months of our partnership
Lower Branded CPC
43%
Average cost per click across Branded campaigns
More Non-Brand Conversions
86%
Conversions from Non-Brand search campaigns
Client Challenge
The online therapy space is an ultra-competitive marketing environment, even for established industry leaders like Talkspace. Every dollar saved on patient acquisition is one that can be reinvested in the company’s important mental health services. Improving cost per patient without sacrificing growth was Talkspace’s number one goal when it partnered with OuterBox for its growth marketing program.
Lowering Branded Search Costs
To combat high competition costs, we began by driving down cost per click and cost per acquisition for Branded search terms. We chose bid strategies and targets to find the best-yielding balance between search rank and maximum CPC. This reduced average CPC 43% and improved CPA 62% from peak to trough while maintaining search rank and conversion volume.
Reinvesting in High-Intent Non-Brand Search
That new Branded-search efficiency allowed us to invest more in Non-Brand search. We focused on the highest-intent keyword categories and Talkspace’s competitive advantages, expanded keyword coverage around those advantages, tailored ad copy to emphasize them, and linked the campaigns to relevant newly built landing pages. Conversion rate improved 32% and conversions increased 28% for those queries.
The Results
Our varied approach to Talkspace’s cost and competition challenges proved successful both in isolation and account-wide. During the first seven months of our partnership with Talkspace, the strategy delivered the following results:
More Conversions
51%
Overall, first seven months of our partnership
Lower Branded CPC
43%
Average cost per click across Branded campaigns
More Non-Brand Conversions
86%
Conversions from Non-Brand search campaigns
Better Branded CPA
62%
Peak to trough, search rank and volume held steady
The same focused-query work improved conversion rate 32% and increased conversions 28% for the specified high-intent queries tied to Talkspace’s competitive advantages.
Ready to Improve Patient Acquisition Efficiency?
Talk with OuterBox about a paid search strategy built to reduce acquisition costs and scale high-intent conversion growth.
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