FOMF Germany’s Success with Value-Based Bidding: From Data Utilization to Informed Decision-Making
In brief
To make the most of the true value of its diverse course offerings, the medical continuing education platform FOMF DE, in collaboration with e-dialog, switched to a value-based bidding strategy. By providing a detailed breakdown and individual weighting of specific conversion types, the Google algorithm was able to allocate advertising spend with significantly greater precision. This optimization led to a massive increase in purchase (+181%) and registration conversions (+187%), while simultaneously reducing the cost per conversion by 34%.
Challenge
FOMF Germany, the leading platform for continuing medical education, faced a major limitation in its Google Ads strategy. Although the company offered a diverse range of courses—from short modules to comprehensive programs—all purchases were tracked as a single conversion type. This oversimplification obscured the actual value of the various continuing education products and hindered the algorithm’s ability to effectively optimize ad spend.
Our long-standing partnership with e-dialog demonstrates that, together, we can consistently achieve outstanding results. Thanks to their expertise in implementing a value-driven bidding strategy, our Google Ads campaigns have reached a new level, resulting in higher conversion rates and better lead quality. Thanks to their tailored approach and ongoing support, our advertising efforts are more effective and impactful than ever.
Measures
We implemented value-based bidding by creating several detailed conversion actions. Each conversion type was assigned a specific value based on individual factors. This detailed approach enabled the Google algorithm to distinguish between high-value conversions and less valuable ones, allowing for more precise bid setting and resource allocation.
Results
The switch to value-based bidding yielded exceptional results for FOMF DE. Purchase conversions skyrocketed by 181%, indicating a significant increase in course registrations across all course types. Registration conversions—which are crucial for building a solid pipeline of potential customers—rose by 187%. Most impressive, however, was that the cost per conversion fell by 34%, dramatically improving ROI. This precision in bidding enabled FOMF DE to expand its reach and more efficiently offer high-quality medical continuing education to a broader audience.
- % Purchase Conversions
- % Sign-up Conversions
- % Cost per Conversion
