Case Study: CMI Media (Communications Media Inc.) achieves an 11% decrease in CPA with Kenshoo

CMI Launches Pharmaceutical Company on Kenshoo and sees 11% Decrease in CPA

Communications Media Inc. (CMI) partnered with a global pharmaceutical company to promote and educate patients and healthcare providers about a cancer drug. The challenge was to deliver distinct DTC and B2B messaging, meet strict CPA targets, attribute online conversions to prescription growth, and overcome limitations of the client’s prior platform (DoubleClick Search), which made reporting and bulk management manual and inefficient.

CMI migrated paid search campaigns to Kenshoo, using governance to prevent keyword overlap, Kenshoo Advanced Search for bulk bid optimizations, and centralized conversion reporting to shift budgets toward high-performing efforts. As a result the client achieved an 11% month-over-month decrease in CPA, a 21% MoM increase in consumer impression share, and a 16% MoM increase in healthcare provider impression share, while streamlining campaign management.

CMI Media

Justin Freid

Vice President, Search Engine Marketing, CMI Media