Increasing the Google Ads account structure

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:

• Brand
• Oncology
• Pediatrics
• Dentistry
• Cosmetology
• Plastic surgery
• Otolaryngology surgery
• Maxillofacial surgery
• Patronage
• Phlebology
• Gynecology
• Surgical gynecology
• General surgery
• Cardiology
• Cardiac surgery
• Urology
• Vertebrorology
• Neurosurgery
• Orthopedics and traumatology
• Emergency care
• Inpatient
• Endovascular surgery
• Rehabilitation of children with special needs
• Neurology
• Vaccination
• Instrumental diagnostics
• Thoracic surgery
• Proctology

  Targets are set for each area, so the performance was evaluated separately.

  Features of the niche

Medical topics are quite specific.

• specific terminology:

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;

• complex and expensive services:

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;

• high competition with clinics and medical portals:

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;

• strict restrictions on the promotion of medical topics by Google.

Project work

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

• the semantic core was expanded according to all the services provided by the client in the direction;
• in addition to commercial queries, info queries on diagnoses were also collected, which was necessary, especially for surgical areas.

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

• advertising campaigns in the contextual media network;
• smart advertising campaigns;
• video campaigns;
• local advertising campaigns;
• Discovery advertising campaigns;
• test launch of Performance Max campaign.

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;
• neurosurgery;
• maxillofacial surgery.

Oncology

After the structure change:

• the average cost per conversion decreased by 78.12%, reducing costs by 78.54% for practically the same number of conversions received.

Neurosurgery

• the conversions number increased by 99.85%;
• the price per conversion decreased by 27.64%.

Maxillofacial surgery

• the conversions number increased by 15.05%;
• the price per conversion decreased by 54.34%.

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:

As a result of the work we achieved:

• the conversions number increased from 1,266 to 1,792 (an increase of 41.55%);
• the conversion rate increased from 7.51% to 13.97%;
• cost reduction of 30.04%.

Neurosurgery

The neurosurgery direction was launched only in March 2021.

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

As a result of the work we achieved:

• the conversions number increased from 56 to 518 (825% growth);
• the conversion rate increased from 11.86% to 22.64%;
• expenses increased by 256.30%, since the business line was launched from scratch and the budget was gradually increased.

Maxillofacial surgery

Scaling the direction began in March-April 2021.

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

As a result of the work we achieved:

• the conversions number increased from 21 to 422 (an increase of 1909.52%);
• the conversion rate increased from 4.85% to 16.59%;
• expenses increased by 163.85%.

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