Service

PPC, Google Ads Contextual Advertising

Project

Project: Sanatorium (health center) with highly qualified medical services

Objective

– Scale the number of leads from bookings (phone calls, forms from the web site)

Period

February, 2024 - present

Region

Kazakhstan

Initial data

The company was approached by a client with the issue of a lack of systematic communication with a freelance specialist. This included discussing results, receiving transparent reports, and, most importantly, tracking the dynamics of key indicators for the advertised business.

Team actions

To attract the target audience interested in “here and now” services, two search campaigns with coordinated keyword lists were created. These keywords were in high demand and provided valuable data for further analysis, rather than simply occupying space without generating traffic or results.

The campaigns were segmented by keyword topics, with one targeting audiences interested in health centers, bases, and sanatoriums, and the other targeting users seeking specific treatment areas presented on the advertised site.

In the initial reporting period, search campaigns generated over 18,000 clicks at an average cost of $0.16 per click, resulting in over 1,600 conversions at an average cost of $1.77.

In the project, the primary conversion points are requests sent via the website, calls to a dedicated phone number for manager assistance (due to the client’s lack of readiness to implement call tracking and and postponement of its installation), and messages sent through messenger apps, as a portion of the audience prefers to inquire via this medium, without the need for phone calls, and at any time of the day.

In the second reporting period, comprehensive optimization of all available parameters:

  1. Campaign analysis
  2. Ad group analysis
  3. Ad performance evaluation
  4. Keyword evaluation
  5. Cleanup of untargeted search queries
  6. Audience gender segmentation
  7. Audience age segmentation
  8. Performance by day of display
  9. Viewing time metrics
  10. Segmentation by device type
  11. Segmentation by location

yielded improved results. The number of conversions increased to 1,934, while the average cost decreased to $1.05 (18% more conversions and 41% lower cost).

Following this, the project began to experience a seasonal decline in activity. Thanks to the ongoing communication between project participants, we were able to discuss the project in advance and prepare campaigns, strategies and budgets in a timely manner, ensuring the maximum number of conversions could be maintained. Considering the possible actions of competitors trying to intercept traffic and take better positions, we have taken into account that bids may increase during this period and conversions may become more expensive.

Thanks to our preparations, we were able to maintain high performance even after the peak. During similar periods, the project consistently received more than 1,300 conversions, with the value increasing by only $0.63. As illustrated in the graph, the number of conversions was not only maintained but increased by the end of the current low season.

Results

The team of specialists (comprising a project manager, senior PPC specialist, junior PPC specialist, and web analyst) generated over 4,800 customer referrals to the health center’s managers at a cost of only $1.46 per referral from search advertising that attracts a highly motivated audience.

It should be noted that the launch of the Performance Max graphic campaign has been postponed for the time being due to budgetary constraints and the heavy workload of the company’s managers. However, the service package includes a designer to prepare attractive media banners and the team is ready to launch the campaign at the first opportunity.

Summary

– Increasing conversions and reducing their cost: Through detailed optimization by keyword, age, gender, time and other parameters, the team increased conversions by 18% and reduced the average cost by 41% to $1.05 per season. These results speak to the effectiveness of the approach and the skill with which the audience was targeted.

– Flexible seasonal and budget management: Timely planning and customization of campaigns helped maintain a stable level of conversions during the recession, while minimizing the cost per contact.

– Transparency and regular reporting: Constant communication with the client, timely reports and detailed analysis of various indicators increased the client’s trust and satisfaction with the cooperation.

This case study demonstrates how an integrated approach to advertising management, comprehensive optimization at all levels, and systematic collaboration with clients can yield consistent results and sustainable growth, even in the context of limited budgets and intense competition.