Post by account_disabled on Jan 24, 2024 4:36:24 GMT
Medicine is a rather difficult niche for online promotion. Firstly, due to high competition, and secondly, due to restrictions from Google. Our partners, contextual advertising agency Context Sisters , talked about how call tracking is useful in these conditions. Thanks to Ringostat data, they were able to increase the conversion rate while reducing its cost. Client: private clinic Region: Kiev, Ukraine Cooperation period: from November 2019 to the present day about the project The clinic is a client of our partner, the contextual advertising agency Context Sisters. The contractor has been running contextual search advertising, dynamic campaigns, and Facebook advertising for the customer for about four years.
In the Fax Lists medical sector, a larger percentage of conversions are made by calls. This is not surprising - after all, if there is severe pain or fear for health, a person will not wait for a response to the form. He is more likely to call to make an appointment or get advice. The agency's client is no exception - 60% of all calls to the clinic are received by telephone. The remaining 40% comes from online chat messages and website forms. “We decided to connect call tracking for the client because we understood: calls make up the majority of conversions, and we lose a lot of data. The cost per conversion was an order of magnitude higher than the standard for this area. And you can’t fully optimize without call tracking—you can disable those keywords that bring results.
But you don’t see the result itself in the statistics. And by listening to calls, you can hear a lot of insights and use them for advertising texts and improving creatives.” Ekaterina Kartavchenko PPC specialist at Context Sisters agency Creating and optimizing campaigns is a particularly challenging issue in the medical field. After all, a specialist is within strict limits, and he needs to be creative to promote clinics. Firstly, these are restrictions under the legislation of Ukraine and other countries. Secondly, there are restrictions from Google. For example, you cannot: advertise everything related to family planning; run personalized advertising - that is, one that may affect personal, confidential or intimate aspects of life; describe in specific words treatments and services related to gynecological or urological diseases.
In the Fax Lists medical sector, a larger percentage of conversions are made by calls. This is not surprising - after all, if there is severe pain or fear for health, a person will not wait for a response to the form. He is more likely to call to make an appointment or get advice. The agency's client is no exception - 60% of all calls to the clinic are received by telephone. The remaining 40% comes from online chat messages and website forms. “We decided to connect call tracking for the client because we understood: calls make up the majority of conversions, and we lose a lot of data. The cost per conversion was an order of magnitude higher than the standard for this area. And you can’t fully optimize without call tracking—you can disable those keywords that bring results.
But you don’t see the result itself in the statistics. And by listening to calls, you can hear a lot of insights and use them for advertising texts and improving creatives.” Ekaterina Kartavchenko PPC specialist at Context Sisters agency Creating and optimizing campaigns is a particularly challenging issue in the medical field. After all, a specialist is within strict limits, and he needs to be creative to promote clinics. Firstly, these are restrictions under the legislation of Ukraine and other countries. Secondly, there are restrictions from Google. For example, you cannot: advertise everything related to family planning; run personalized advertising - that is, one that may affect personal, confidential or intimate aspects of life; describe in specific words treatments and services related to gynecological or urological diseases.