The brief
To run a pay per click campaign on the www.ibs-relief.co.uk and drive highly targeted traffic to the site and raise awareness of IBS (Irritable Bowel Syndrome).

The solution
The campaign was constructed to target the following groups:

1. People diagnosed with IBS (Irritable Bowel Syndrome) who are aware of their condition and seeking additional information, help and support on the internet.
2. People suffering from IBS who have not yet been diagnosed but have decided to seek help and confidential advice on the internet about their symptoms and related concerns.

In order to target these groups we extensively researched the subject and prepared a list of symptom and condition related keywords, which were accompanied by tailor-made, keyword-specific adverts.

The result
The results of the carefully prepared and targeted campaign were immediately visible; Google recognised our IBS PPC ads as highly relevant and rewarded us with the much lower cost per click (lowered by 50%). Google, being the primary advertising platform in the UK, base their reward system on the quality and relevancy of ads. Therefore when the *Click Through Rate of your ads is high Google will reward your ad with a higher position in the results page and/or with a lower cost for the position currently held... and that was exactly what we achieved for IBS Relief.

*One of the key elements of Google's Quality Score, which along with the Max CPC, historical performance of the keywords and other relevancy factors help Google determine the quality, i.e. relevancy of the PPC ads.