Contents of the case
Media
Initial data
Whole works
- /01Increase in applications
- /02Increasing brand awareness
- /03Lead cost optimization
Issues and general strategy
The client approached us with the main goal of attracting new patients and reducing the cost per lead. Based on client feedback, the optimal cost per lead was determined to be in the range of 100–150 UAH.
Previous advertising campaigns had already been launched, but they were not effective: only Smart campaigns were used, conversions were not tracked, and analytics did not provide a realistic picture of the results. Events were set up in Google Analytics 4, but none of them ever triggered.
Key conversions, which are critically important for medical topics, were also not configured:
- calls from the website (one of the main communication channels),
- transitions to messengers and social networks,
- filling out feedback forms.
An advertising account was created, but it required a systematic audit and optimization.
After conducting a preliminary audit, the WEDEX team approved a comprehensive advertising promotion strategy, which included the following key steps:
- Conducting a CPA audit to identify ineffective elements in the current settings.
- Analyzing the website and identifying necessary improvements to prepare for an effective advertising launch.
- Configuring analytics and accurate conversion tracking to obtain accurate data on campaign results.
- Identifying unique selling propositions (USPs) that resonate with the needs of the target audience.
- Segmentation of the target audience by region, type of queries, and ad display time for maximum relevance.
- Setting up search campaigns for the main queries of potential patients.
- Launching branded search advertising to protect against competitors and increase brand awareness.
- Creating Performance Max campaigns to reach audiences across various Google channels.
- Launching dynamic search ads to cover queries that were not included in the semantic core.
The strategy aimed to build an effective and measurable digital marketing system that would allow for a steady stream of quality leads at an optimal cost.
What has been done
1. Analytics setup and conversion tracking
We did a full analytics integration with call tracking, which lets us track all the main user interactions with the site. Currently, all feedback forms and calls are successfully recorded in analytics systems, which ensures accurate measurement of the effectiveness of each advertising campaign.
2. Development of unique selling propositions (USP)
An analysis of the client’s key advantages was carried out and relevant USP were formed, which were integrated directly into the advertisements. This made the creatives more convincing and relevant to the requests of potential patients.
3. Collection of semantic core
A detailed collection of semantics was performed for priority service areas. The collected keywords were clustered according to user intent and level of competition, which made it possible to set up effective advertising campaigns and avoid unnecessary spending on non-targeted traffic.
4. Search advertising campaigns
Based on the collected semantics, search campaigns were set up to attract the most relevant target audience. The structure of the campaigns was designed to cover both general and specific commercial queries.
5. Brand advertising
A separate brand search campaign was created to protect the client’s position from competitors and generate high-conversion traffic. Brand ads have proven to be highly effective, as users who are already familiar with the brand are more likely to take the desired action.
6. Media advertising (Performance Max)
A Performance Max campaign was launched, using Google’s artificial intelligence capabilities to automatically distribute the budget across different channels (search, banners, video, Gmail, Discover). This made it possible to reach a wider audience and increase brand awareness.
7. Optimization of advertising campaigns
After the launch of campaigns, regular optimization is carried out:
- adjustment and redistribution of budgets between campaigns;
- optimization of keyword and negative keyword lists;
- analysis of search queries and making changes to increase traffic relevance.
Thanks to these actions, campaigns gradually reach stable lead cost indicators within the limits specified by the client, ensuring the effective use of the advertising budget.
Results
| Options | Getting started | After 8 months | Difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 2059856 | 25961 | -2033895 |
| Clicks | |||
| Clicks | 47839 | 4842 | -42997 |
| CTR | |||
| CTR | 2,32% | 18,65% | +704% |
| CPC | |||
| CPC | 0,02 £ | 0,09 £ | +350% |
| CPA | |||
| CPA | - | 0,33 £ | - |
| Applications (forms) | |||
| Applications (forms) | - | 665,55 | - |
| Call tracking | |||
| Call tracking | - | 618,07 | - |
| Secondary conversions | |||
| Secondary conversions | - | 119,82 | - |
