Clinic Daily Medical is a private clinic of a wide profile for children and adults in the city of Dnipro.
Website: daily-med.com.ua
Objective: to increase the number of appeals (calls) to the clinic and attract the search and media network.
Region of promotion: Dnipro and Dnipro region.
Promotion period: 01.04.19 - 01.06.2021.
Work plan for the promotion of Daily Medical
1-2 months. Setting goals in analytics, connecting call tracking. Creating advertising campaigns according to the structure of the site and the marginality of services.
The state of the account: at the start of the project, the account had a lot of ads without titles and descriptions, and the settings used a short (narrow) semantics.
3-4 months. Connecting ads on the Display Network. Creation of a website for plastic surgery and separation of advertising accounts.
5 month. Working on existing campaigns and adding new campaigns according to the new sections of the website.
Thanks to the connection of call tracking, we analyzed not only the number of conversions but also their quality (call duration, relevance), which was the basis for setting a bid strategy for individual campaigns.
In the healthcare industry, calls are made frequently, but requests are also sent via the feedback form, so we set up tracking of form submissions.
Auction statistics
*In the screenshot, you can see that the company reached the TOP 1 in the share of impressions above search results and in the percentage of impressions received.
The most successful search ads (according to the indicators in the advertising account for 2 years of cooperation)
The most successful display ads (based on advertising cabinet performance over 2 years of cooperation)
*Sources of website traffic for the period of 2 years
In the screenshot, you can see that the number of conversions is leading among paid traffic. We also see positive user dynamics from 2020 to 2021.
Results.
A very important indicator for us was that there was a significant increase in conversions during the quarantine period from May 2020.
Let's compare the results before and during the pandemic.
In the period from April 2019 to March 2020, we received conversions with an average cost per click of UAH 2.14 and an average conversion price of UAH 22.85. And during the pandemic, from April 2020 to June 2021, the conversion rate increased by 47% (the average cost per click was UAH 2.14, it became UAH 3.12, the average conversion rate was UAH 22.85, it became UAH 33.59). However, the number of conversions before the pandemic was 6,027, and during the pandemic it was 9,023. The increase in conversions (calls and applications) was 49%.
*chart of achieved goals (conversions) before quarantine
*diagram of achieved goals (conversions) during the quarantine period
*results across the entire account for the entire period of cooperation
16,012 conversions at an average of 29.26 UAH