We share our experience of promotion in complex medical topics and successful customer acquisition using paid advertising on Google.
July 22, 2022
ropean clinic of expert oncology, specializing in diagnostics and treatment of oncological diseases.
“Innovation” in numbers:
13 years of successful work in the medical services market.
The clinic’s services are use by patients from Ukraine, the USA, Great Britain, Italy, Serbia, Azerbaijan, Uzbekistan, Kazakhstan, Georgia, and Moldova.
Saved the lives of 1000+ patients.
Initial data
Before contacting the agencyThe client had library shop a PPC specialist who ran search advertising campaigns in Google Ads, but due to the lack of goals in the analytics systems, it was difficult to draw conclusions about the effectiveness and efficiency of advertising campaigns.
What goals did you set?
Attracting a relevant audience to the site
Increasing the number of visits to the clinic using contextual advertising
Setting up web analytics systems to understand the effectiveness of paid advertising
Agency actions
First of all, we did a basic goal setup in analytics systems (Google Analytics) using Google Tag Manager in order to understand how many conversions traffic from advertising campaigns brings.
By conversions we mean:
Order a call back via the “contact button”
Tracking phone calls (call tracking)
Sign up for a consultation using the forms on the website
After which we moved on to optimizing existing and creating new advertising campaigns of this type
Branded;
By competitors;
About the clinic’s services;
General queries that users can use to search for a clinic (oncologist, oncology center, oncology treatment, etc.).
What was done:
The keywords have been worked out and divide into appropriate groups.
Different versions of advertisements were written in order to identify the most attractive option for users for each group of keywords.
Search queries were cleane from ppc case for promotion of the oncology clinic irrelevant ones. (Unfortunately, no automatic cleaning methods will ever remove 100% of garbage and irrelevant words and phrases, so such work was carrie out regularly).
Optimize click rates and advertising campaign budgets. We carried out a comprehensive transition of the entire account to auto strategies. This allowe us to automate bid management and get conversions at the most favorable cost.
Regular feedback from the client allowed us to deeply analyze advertising campaigns: receiving information on calls from the call center, we understood which advertising campaigns and keywords were generating targeted requests, and which were not – this allowed us to deeply optimize advertising.
Results of work for 5 months
Key indicators (for the period 01.09.2021 – 31.12.2021)
In the screenshot above, we can usa bu see that the conversion rate is 3.38%.
Total conversions from advertising campaigns (Ordering a call back via the “contact button”, Tracking phone calls via call tracking, Signing up for a consultation via forms on the website) – 1,807.
1. Order a call back via the “contact button”
Where:
Ordering a call back via the “contact button” – 410 (22.77%)
Tracking phone calls via call tracking – 1,333 (74.01%)
Registration for consultation via forms on the website – 44 (3.22%)
Thanks to the data above, we can understand the conversion price (397.30 UAH)
