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      Increasing the Google Ads account structure

      Author
      Author: Maryna Pylaeva
      Context specialist
      Reviewer
      Head of PPC specialists
      2022-09-14

      Client

      Dobrobut Medical Network is the largest network of medical clinics with a comprehensive approach to patient treatment: from laboratory diagnostics to surgery.

      23 clinics in Kyiv

      1 clinic in Irpin

      1 clinic in Bucha

      Term of cooperation with the Aweb agency

      From January 2019 to February 2022.

      This case focuses on the optimization of already launched areas.

      We have already talked about the features of setting up advertising campaigns and promotion of medical services in the previous case.

      Contextual advertising tasks

      To increase the number of appointments with Dobrobut specialists.

      Areas of medicine:

      Medical topics are quite specific.

      When collecting the semantic core, it is important to pay attention to the fact the majority of the target audience does not know the scientific name of all procedures, and the most relevant queries according to medical experts will not bring any results, as well as most medical queries are purely informational and not lead to the clinic;

      Descriptions of even the most complex service should be presented in such a way that the client understands what the procedure is without further explanation;

      If the clinic has a wide profile, it is important to analyze the competitors separately for each direction, so as not to miss the analysis of narrow profile clinics;

      Project work

      For already launched advertising campaigns, as well as new directions:

      In order to interact with potential customers at all stages of the decision-making process, we also launched:

      In 2021, Google Ads significantly improved the way its algorithms work in automated bidding strategies, as well as changed its keyword approach. This required significant changes in the settings of active ad campaigns.

      Initially, all search advertising campaigns were structured according to the "1 ad group — one keyword" methodology. This methodology gave good results due to high relevance. But given the changes in Google Ads algorithms, this methodology has lost its relevance.

      Therefore, the structure of all search advertising campaigns has been changed to the "Ad groups are centered around the topic, not the keyword syntax" methodology. This helps the machine learning system to get more different data and signals for more effective further optimization.

      As a result of implementing the changes, the average price per conversion decreased significantly while the number of conversions received increased.

      Let's look at the results of the work in the example of some directions:

      Oncology

      Increasing the Google Ads account structure

      After the structure change:

      Neurosurgery

      Increasing the Google Ads account structure

      Maxillofacial surgery

      Increasing the Google Ads account structure

      The results obtained in the process of actively scaling directions:

      Oncology

      We have been actively working on the oncology direction since March. In March 2021, the client set an ambitious goal: 1,376 requests in the oncology direction in 2021.

      Comparative indicators of work on the direction for May (2 months of scaling the direction) and after 6 months of work:

      Increasing the Google Ads account structure

      As a result of the work we achieved:

      Neurosurgery

      The neurosurgery direction was launched only in March 2021.

      Comparative figures for April 2021 and after 6 months of work, in October 2021:

      Increasing the Google Ads account structure

      As a result of the work we achieved:

      Maxillofacial surgery

      Scaling the direction began in March-April 2021.

      Comparative figures for May 2021 and after 6 months of work, in November 2021:

      Increasing the Google Ads account structure

      As a result of the work we achieved:

      Conclusions:

      1. Google Ads services are constantly evolving and improving. Strategies that gave good results earlier may lose their relevance in a month. It is important to monitor all changes and promptly adjust the strategy to get the best results.
      2. There is no standard solution, so for each area of business, only an individual approach can give the best result, which can only be found in the process of testing the various tools and analyzing the results.

      Project participants:

      Project managers: Yuliia Myrna, Anna Vysotska

      PPC specialist: Maryna Pylaeva

      Head of the contextual advertising department: Halyna Lyman