A private medical clinic in London provides a wide range of medical services, including consultations and examinations by a private GP, specialist doctors and physiotherapists.
The clinic provides patients with urgent same-day access to medical consultations and examinations such as blood tests, ECG and ultrasound scans.
By using Google Ads service our client planned to achieve the following goals:
We converted the client's business goals into marketing tasks, defined KPIs and milestones for progress tracking. The team was optimizing campaigns with an eye on the next metrics:
Results of the last period (March 25-April 25)
To solve the lack with tracking call sources in Google Analytics, we launched Smart campaigns, which allow us to track calls made from ads directly in the Google Ads interface. Smart campaigns using Google forwarding numbers (GFN) technology to track the calls from ads. When a Smart campaign is active, a unique GFN is displayed in ads instead of the actual business phone number. Google receives and immediately forwards this call to the real number. Sounds a bit tricky. However, this way we have data about the source of the call.
Reported calls from Smart campaign Google Ads
Google does not allow ads related to birth control or fertility products, so we had a lot of difficulty figuring out some neutral words for a campaign with Gynecology services. There is no simple solutions for the problem with rejected ads, but our approach has eventually lead to a positive result. To run ads for medical services, it is necessary to pay attention to three elements that the ad bot moderate properly:
To use the audience targeting and cross-channel placement features without violating Personal Ad policy. We used the names of competing brands as queries for building a relevant audience by intention. With this approach, we were able to launch a Performance Max campaign and provide ad impressions on the Google Display Network.
Over a period of six months, the following results were obtained:
Together with an increase in traffic volumes and a reduction in total spend, these results demonstrate the high effectiveness of PPC ads for healthcare promotion.
Half-year results: comparing the performance of the first period after launch and the last full period of optimization