--- title: Doing more with less…and how it paid off description: How the 2013 Pinnacle Award for the Interactive/Mobile category was won. Like most large businesses today, Carestream’s budgets and resources are allocated across multiple departments. For those of you who don’t know, Carestream is a global provider of diagnostic image equipment and healthcare information solutions. In English? …They provide X-rays for the digital age and Read More… --- [Subscribe to our mailing list](https://www.ama-rochester.org/newsletter-sign-up) [![Rochester](https://www.ama-rochester.org/hs-fs/hubfs/raw_assets/public/AMARochester_September2022/images/ama-roc-logo-270x90-1.png?width=290&name=ama-roc-logo-270x90-1.png "Rochester")](https://www.ama-rochester.org/) [Join AMA | Rochester Today!](https://www.ama.org/ama-member-benefits/) Toggle navigation - [About](https://www.ama-rochester.org/about) - [About AMA Rochester](https://www.ama-rochester.org/about) - [Meet the Board](https://www.ama-rochester.org/about/meet-the-board) - [Volunteer Interest Form](https://www.ama-rochester.org/volunteer-interest-form) - [Career Center](https://jobs.ama-rochester.org/) - [Contact Us](https://www.ama-rochester.org/contact-us) - [Membership](https://www.ama-rochester.org/membership) - [Events](https://www.ama-rochester.org/upcoming-events) - [Pinnacle Awards](https://www.ama-rochester.org/pinnacle-awards) - [Blog](https://www.ama-rochester.org/blog) - [Collegiate Relations](https://www.ama-rochester.org/collegiate) - [Sponsors](https://www.ama-rochester.org/sponsors) ## Blog **July 23, 2013** by **AMA Rochester** ## Doing more with less…and how it paid off How the 2013 Pinnacle Award for the Interactive/Mobile category was won. Like most large businesses today, Carestream’s budgets and resources are allocated across multiple departments. For those of you who don’t know, [Carestream](http://www.carestream.com) is a global provider of diagnostic image equipment and healthcare information solutions. In English? …They provide X-rays for the digital age and the technology that makes it easier for radiologists and healthcare professionals to view, share, and archive those images. Even though paid search has historically been a very effective tool in driving qualified prospects to the Carestream website, we were faced with the problem of declining budgets and increased competitive paid search activity. These implications coupled together forced us to re-evaluate the structure of the campaign. **But how to do more with less?** … The million dollar question![![ButlerTill Paid Search Graph Budget vs Clicks](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) So we asked ourselves: - How do we get more results with fewer resources? - How do we increase click through rates with limited resources? - How do we decrease cost-per-click? - How to get the best quality audience to visit [Carestream.com](http://www.carestream.com)? You might normally answer by saying, ‘with a few more dollars…’ or ‘by redistributing funds…’ However those options weren’t feasible. Instead, we started out by looking at our own best practices, as an agency, based upon past account successes and Google best practices. - At a high level, we knew that we needed to overcome organizational boundaries. We needed Carestream’s many niche audiences to look at the company as a whole. By combining different departmental budgets, we were best able to best maximize the traffic to the website. - We reorganized the campaign structure to mirror the website. Doing this also allowed us to identify opportunities to optimize keywords, ad copy, and landing pages. - One of our greatest considerations for the campaign was ensuring relevancy. We identified which landing pages would be most relevant to the theme of the keywords and new ones were created in order to increase quality scores, ad position and ad rank. - Studies showthat *more than 50% of all clicks are to the number one position on a search results page*[\[1\]](https://www.ama-rochester.org/blog/2013/07/23/doing-more-with-lessand-how-it-paid-off#_ftn1)*.* As such, our goal was to display our ads within the first three positions. **The Results**[![Butler/Till Paid Search program for Carestream Health results](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) Over a two year period, from 2010-2012, **we increased click volume by 43% and click-thru-rate by 96.77%.** We were able to decrease cost-per-click by 59% with an average of $1.34, below industry standards of $1.40[\[2\]](https://www.ama-rochester.org/blog/2013/07/23/doing-more-with-lessand-how-it-paid-off#_ftn2)  and proving the relevancy of the campaign to the audience.  Paid search is an ever evolving tactic. What works in one ad group won’t necessarily translate in another. With consistent learnings, optimization and monitoring, we were able to show that *we **can** do more with less*. [![Laurin Fox, Account Executive, Butler/Till](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) Laurin Fox Account Executive Butler/Till By [Laurin Fox](http://www.linkedin.com/pub/laurin-fox/12/a10/260), Account Executive, [**Butler/Till**](http://www.butlertill.com) **EDITOR’S NOTE: [Butler/Till](http://butlertill.com/home.php) was a 2013 Pinnacle Award winner in the Element category #12 for Interactive/Mobile Marketing.** For a full list of the 2013 winners, read the [News Release](https://www.ama-rochester.org/WP/2013/05/21/news-release-winners-of-the-2013-pinnacle-awards/).  Rochester Business Journal’s article following the event is available [here](http://www.rbj.net/article.asp?aID=194950).  A full photo album from the event is posted [here](https://www.facebook.com/media/set/?set=a.10152769765745002.1073741826.119990320001&type=3).   *[\[1\]](https://www.ama-rochester.org/blog/2013/07/23/doing-more-with-lessand-how-it-paid-off#_ftnref1) Source: Marketing Sherpa, Enquiro “[Golden Triangle](http://eyetools.com/research_google_eyetracking_heatmap.html)”* *[\[2\]](https://www.ama-rochester.org/blog/2013/07/23/doing-more-with-lessand-how-it-paid-off#_ftnref2) Source: Google Medical Equipment & Devices Q4 Metrics, Jan 19 2013* Posted in [Awards](https://www.ama-rochester.org/blog/tag/awards) ## Post navigation [Dimensional Party Invitation Delights Guests](https://www.ama-rochester.org/blog/2013/07/16/dimensional-party-invitation-delights-guests) [Expanding Awareness of B2B Product with Branding](https://www.ama-rochester.org/blog/2013/07/30/expanding-awareness-of-b2b-product-with-branding) #### AMA | Rochester [![Newsletter Sign Up](https://no-cache.hubspot.com/cta/default/22487987/interactive-181852606349.png)](https://www.ama-rochester.org/hs/cta/wi/redirect?encryptedPayload=AVxigLK9Iz021JXZjsLsYOCPg6p0DIJk4D3NUNZ2JNztV8P040X6qQpp%2B79cJpwe5zgxotGADIqdxGVVEUW73wSrFTJQ5HW6MiH2EXc8QJ7OFFlsaqn0vileonh5ppjkaXHlfhaFLGsqku9%2FKFBZAUgXckE9yEQNS6w9vhk4sZy29c8RMmfsGnLXRtdBnPlG5FdGX6BZog%3D%3D&webInteractiveContentId=181852606349&portalId=22487987) - [About](https://www.ama-rochester.org/about) - [Membership](https://www.ama-rochester.org/membership) - [Events](https://www.ama-rochester.org/upcoming-events) - [Pinnacle Awards](https://www.ama-rochester.org/pinnacle-awards) - [Collegiate Relations](https://www.ama-rochester.org/collegiate) - [Blog](https://www.ama-rochester.org/blog) - [Sponsors](https://www.ama-rochester.org/sponsors) AMA | Rochester is the only professional association in the Western New York and Upstate New York Region specifically for marketers, by marketers. Join us to network, gain access to unique programming, and be a part of our growing community. ![BecomeMember](https://www.ama-rochester.org/hs-fs/hubfs/raw_assets/public/AMARochester_September2022/images/Spring-2017_AMA-300x250-Omni-SYD.jpg?width=300&name=Spring-2017_AMA-300x250-Omni-SYD.jpg "BecomeMember") ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "AMA Rochester", "url" : "https://www.ama-rochester.org/blog/author/chris-stocking-president-ama-rochester-1" }, "dateModified" : "2022-09-16T15:37:51.018Z", "datePublished" : "2013-07-23T09:00:56.000Z", "headline" : "Doing more with less…and how it paid off", "mainEntityOfPage" : { "@id" : "https://www.ama-rochester.org/blog/2013/07/23/doing-more-with-lessand-how-it-paid-off", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.ama-rochester.org/hubfs/AMA%20Rochester_Logo%202_Navy.png" }, "name" : "AMA | Rochester" } } ```