Marketing in any industry begins with collecting information and analyzing competitors. For contextual advertising of medical services, it is important to understand
- what services are in demand in a particular region and time period;
- who these services are designed for;
- how advertisers attract their target audience;
- the price range for medical procedures;
- principles of ad design in different networks, trends.
Having an idea of the activities of competitors in the niche, you need to formulate a profitable and unique offer for the medical services of a particular clinic. It is important not to make explicit comparisons, as this is prohibited by law. In contextual advertising and on the website, you need to provide the user with high-quality and verified information about services, their benefits, special conditions, and promotions. This will be the impetus for the transition to the clinic’s website and further interaction with the medical center.
Headlines and descriptions of services for contextual advertising should be concise and understandable (without complex medical terms). The ad should be able to highlight the benefits of the service, clinic, or specialist. The skillful use of calls to action and the timing of promotional offers encourages users to use the services as soon as possible.
Agreeing with the client on the budget for contextual advertising of medical services, choosing the amount per day or for the entire duration of the project. Discussion of the cost per click for each ad (CPC), display mode, and expected conversion rates. It should be understood that the more competitive the request, the more skills or money you need to promote medical services online. PPC specialists have extensive experience and know many nuances of contextual advertising, which allows them to successfully promote services even in highly competitive niches.
Before launching contextual advertising on the Internet, it is important to make sure that all the links on the client’s path from getting to know the services to receiving them are working correctly:
- A high-quality website that contains comprehensive information about the clinic, specialists, services, and prices.
- Relevant contextual advertising ads on relevant platforms in different networks. It is important to exclude unreliable sites and resources so that your contextual advertising is not associated with prohibited activities.
- Analytical systems connected to Google Ads that allow you to track important conversions and user actions on your website using tags.
Offers that resonate with users should be promoted and strengthened, and you can increase the bid on them. By experimenting and testing different text variants, you should select the best contextual ads. Analyzing the results of the campaign also allows you to add and refine audiences and change the placement locations on the Internet.
Reduced cost per click by 22% and increased sales by 188% for the website of a family entertainment center chain in Ukraine.
A modern veterinary center in Ukraine that offers a wide range of services for pets.
Increased transactions by 164% for a dental website in Italy.
Contextual advertising is a type of online advertising that involves displaying advertisements based on keywords related to a user’s search queries or web page content. These ads are shown to users when they search for relevant topics or browse web pages related to the advertised products or services, thereby increasing the relevance and effectiveness of the advertisement.
- Search advertising is a type of advertising that is displayed in response to user queries in search engines.
- Display advertising is banners and videos that are placed on websites and mobile applications.
- Remarketing is a strategy of reaching out to users who have already interacted with a website or used an application.
- Contextual Display Networks (CMN) are combinations of search and display advertising elements to display ads based on user interests and online behavior.
The cost of contextual advertising depends on many factors, such as keyword competitiveness, geographic reach, and the budget you choose. It is quite a challenge to determine the exact price without analyzing your specific goals and requirements for your advertising campaign. Contact us for a personal consultation and cost calculation.