the most common mistakes
Posted: Tue Dec 17, 2024 11:00 am
Company and project goal "Vizium" is a network of specialized medical centers of expert level, where leading specialists in various fields of medicine work. The main goal of these institutions is to form a culture of health care, maintaining high standards at all stages of patient care. The clinics located in 10 Ukrainian cities (Kyiv, Dnipro, Kramatorsk and others) provide a full range of highly specialized medical care in more than 30 areas. Clients of the medical centers can undergo laboratory and instrumental examinations, receive consultations from family doctors, pediatricians, as well as specialists in the field of cardiology, neurology, rheumatology and others. All Visium clinics are equipped with modern equipment, and doctors have extensive experience.
The company is actively working to expand its presence on india phone number list the Internet and disseminate information about its services. Goal: To achieve maximum reach in the Google Display Network and increase conversion. Our strategy Our client's goal was to attract new users using PPC advertising and strengthen the brand's position. The Visium clinics operated in different cities of Ukraine and provided patients with various services. Such a variety of goals caused some difficulties in optimizing advertising campaigns. To achieve the task at hand — attracting customers to the company's website — we decided to act as follows: perform a detailed audit of the advertising account; structure the semantics used when launching campaigns, taking into account the areas of work of the clinics; test new ad formats; Make adjustments to your rates and daily budgets to ensure optimal spending of funds.
The implementation of such a strategy made it possible to increase the number of visitors to the company's website. Progress of work Audit of the advertising account At the start of the work, we needed to make sure that the account structure was clear and easy to manage. During this stage, we checked the accuracy of the targeting settings. We had to take into account that the Visium clinics operated in separate cities and each of them had a slightly different range of services. To achieve the best result, we prepared recommendations for improving the structure of advertising campaigns. We separately checked the settings of web analytics services, determined how correctly and accurately the data is processed and transmitted.
As part of this stage, we also analyzed the number of viewed pages, the bounce rate, work with goals, and assessed other parameters. Working with semantics of advertising campaigns This direction was key to increasing the effectiveness of contextual advertising. We identified the main thematic directions by which users can search for medical services. For collecting semantics, brand queries, center services, general queries by which people search, and some others were relevant. After compiling the main list, we minus queries with competitors (clinics plus doctors), processed the current list of minus words, removing non-target keywords from it. Taking into account the performance indicators of current campaigns, our specialists expanded the semantics in the campaign for branded queries for Kyiv, launched branded campaigns for centers located in other cities of Ukraine, prepared for the launch of the search campaign "Eye diseases".
In addition, we collected semantics for launching campaigns in the Ukrainian language, added relevant extensions to ads with Ukrainian keys. Launching and optimizing campaigns While working on the project, our specialists tested new directions and methods of attracting clients. Smart campaigns that had the goal of optimizing for calls showed good results. The peculiarity of their work was that users could make a call without going to the site - this significantly increased the number of visits to the clinic. We created such local campaigns for each center. We also made adjustments to daily budgets and disabled campaigns in the Display Network for some cities that showed low performance. Separately, our specialists prepared and launched remarketing campaigns on the landing page, which made it possible to retain existing customers and increase brand loyalty.
Expert commentary Our cooperation in search engine advertising promotion for the Vizium chain of medical centers was long-term and productive. During the work, there were difficulties with fluctuations in performance related to the seasonality of demand for certain types of services and competitors' activity. Our team was able to cope with a large number of tasks. The project reports were quite complex because we had to take into account the specifics of clinics located in different regions when setting up. During the work on the project, we tested many advertising tools and are now working with those that have shown maximum efficiency. The result of implementing such a strategy was an increase in conversion and a decrease in the cost per click.
Zakharevich Vladislav, Head of PPC Results As a result of our team's work, the number of conversions on the site increased. In just one month, an average of 7814 were recorded. The average cost of conversion was at the level of 40.73 UAH. Increase conversions The professionalism of our team is evidenced by the 2.2-fold increase in the monthly number of conversions in the advertising account over six months of work on the project. Advertising effectiveness During the project, the number of conversions per month increased to an average of 7,814. Smart advertising campaigns showed the best results. Ads with the “contact number” objective yielded 6,590 conversions per month.
The company is actively working to expand its presence on india phone number list the Internet and disseminate information about its services. Goal: To achieve maximum reach in the Google Display Network and increase conversion. Our strategy Our client's goal was to attract new users using PPC advertising and strengthen the brand's position. The Visium clinics operated in different cities of Ukraine and provided patients with various services. Such a variety of goals caused some difficulties in optimizing advertising campaigns. To achieve the task at hand — attracting customers to the company's website — we decided to act as follows: perform a detailed audit of the advertising account; structure the semantics used when launching campaigns, taking into account the areas of work of the clinics; test new ad formats; Make adjustments to your rates and daily budgets to ensure optimal spending of funds.
The implementation of such a strategy made it possible to increase the number of visitors to the company's website. Progress of work Audit of the advertising account At the start of the work, we needed to make sure that the account structure was clear and easy to manage. During this stage, we checked the accuracy of the targeting settings. We had to take into account that the Visium clinics operated in separate cities and each of them had a slightly different range of services. To achieve the best result, we prepared recommendations for improving the structure of advertising campaigns. We separately checked the settings of web analytics services, determined how correctly and accurately the data is processed and transmitted.
As part of this stage, we also analyzed the number of viewed pages, the bounce rate, work with goals, and assessed other parameters. Working with semantics of advertising campaigns This direction was key to increasing the effectiveness of contextual advertising. We identified the main thematic directions by which users can search for medical services. For collecting semantics, brand queries, center services, general queries by which people search, and some others were relevant. After compiling the main list, we minus queries with competitors (clinics plus doctors), processed the current list of minus words, removing non-target keywords from it. Taking into account the performance indicators of current campaigns, our specialists expanded the semantics in the campaign for branded queries for Kyiv, launched branded campaigns for centers located in other cities of Ukraine, prepared for the launch of the search campaign "Eye diseases".
In addition, we collected semantics for launching campaigns in the Ukrainian language, added relevant extensions to ads with Ukrainian keys. Launching and optimizing campaigns While working on the project, our specialists tested new directions and methods of attracting clients. Smart campaigns that had the goal of optimizing for calls showed good results. The peculiarity of their work was that users could make a call without going to the site - this significantly increased the number of visits to the clinic. We created such local campaigns for each center. We also made adjustments to daily budgets and disabled campaigns in the Display Network for some cities that showed low performance. Separately, our specialists prepared and launched remarketing campaigns on the landing page, which made it possible to retain existing customers and increase brand loyalty.
Expert commentary Our cooperation in search engine advertising promotion for the Vizium chain of medical centers was long-term and productive. During the work, there were difficulties with fluctuations in performance related to the seasonality of demand for certain types of services and competitors' activity. Our team was able to cope with a large number of tasks. The project reports were quite complex because we had to take into account the specifics of clinics located in different regions when setting up. During the work on the project, we tested many advertising tools and are now working with those that have shown maximum efficiency. The result of implementing such a strategy was an increase in conversion and a decrease in the cost per click.
Zakharevich Vladislav, Head of PPC Results As a result of our team's work, the number of conversions on the site increased. In just one month, an average of 7814 were recorded. The average cost of conversion was at the level of 40.73 UAH. Increase conversions The professionalism of our team is evidenced by the 2.2-fold increase in the monthly number of conversions in the advertising account over six months of work on the project. Advertising effectiveness During the project, the number of conversions per month increased to an average of 7,814. Smart advertising campaigns showed the best results. Ads with the “contact number” objective yielded 6,590 conversions per month.