The project was made by:
Konstantin Buravikin, Project Manager,
Anastasia Gusak, PPC specialist.
Service: Google Ads.
Проєкт: Visium-Clinic.
Region: Kyiv, Dnipro, Lviv, Kramatorsk, Sievierodonetsk.
Term of work: since 2019.
The Goal: up to 8 thousand conversions from Google Ads per month.
The elit-web agency’s client was the network of medical centers “Visium”, for which we developed and implemented a project to increase the number of conversions. Thanks to the work of our specialists, this figure increased by 2.2 times.
Company and project features
“Visium is a leading network of highly specialized medical centers offering expert medical care at the highest level. The clinics are equipped with the latest technology, and highly qualified doctors have many years of experience in more than 30 fields of medicine. High quality standards are maintained at every stage of patient care.
At Vision Medical Centers, they can undergo a thorough laboratory and instrumental examination, receive consultations from family doctors, pediatricians, as well as leading specialists in cardiology, neurology, rheumatology and other specializations. The company aims to expand its online presence and inform more people about its services.
Our goal was to maximize the reach of the target audience on Google display network using Google Ads, increase conversion, and strengthen the position of the Vision brand in the healthcare market.
Our strategy
The main challenge was that Visium provided a variety of services in different cities of Ukraine. This diversity made it difficult to optimize ads. To achieve our goals, we decided to take the following steps:
- conduct a thorough audit of the Google Ads account to identify opportunities for improvement;
- restructure the semantic core in accordance with the specifics of clinics and their areas of work for more relevant targeting;
- test new ad formats to find the most effective creative solutions;
- optimize bids and daily budgets to maximize the efficiency of advertising funds.
This comprehensive approach allowed us to take into account the specifics of the business and increase the efficiency of online promotion. Let’s look at how we implemented it in practice.
Step 1. Audit the work of the Google Ads account
At the initial stage, we conducted a thorough analysis of the structure of the Google Ads account to ensure convenient campaign management. In the process, we checked the accuracy of the targeting settings, taking into account the fact that the clinics are located in different cities and have differences in the range of services.
Based on the results of the audit, we prepared recommendations for optimizing the structure of Google Ads campaigns to maximize the coverage of the target audience in each region of the company’s presence.
We also made sure that the web analytics settings were correct — how accurately data on user behavior on websites is collected and processed. As part of this stage, we analyzed key performance metrics, such as the number of page views, bounce rate, conversions, and other indicators. A thorough audit allowed us to identify weaknesses in the settings and suggest ways to optimize them to increase the profitability of the medical center chain’s Google Ads campaigns.
Step 2. Work with the semantics of marketing campaigns
One of the key areas for improving the effectiveness of Google Ads was working with the semantic core. We carefully analyzed the topics by which users search for medical services online.
We took this into account to form a relevant semantic core:
- branded queries and common names of center services;
- search phrases indicating the need for certain medical services;
- other relevant keywords and phrases.
After collecting the primary semantics, we excluded non-priority and non-targeted keys, such as competitors’ names or false search queries.
Based on the analysis of the current Google Ads campaigns, our specialists expanded the brand semantics for Kyiv and launched separate brand campaigns for other cities where the clinics operate. They also prepared a new search campaign on the topic of eye diseases.
In addition, we created Ukrainian-language semantics and added appropriate ad extensions to better target the Ukrainian-speaking audience. Such careful work with semantics allowed us to maximize the relevance of ads for the target audience.
Step 3. Launching campaigns and optimizing them
While working on the project, our specialists actively tested new approaches and channels for attracting customers for the Vision Medical Centers. Smart Google Ads campaigns optimized for call acquisition proved to be highly effective.
Their peculiarity was that users could call the clinic directly from the ad, without going to the website. This greatly simplified the process of interaction and led to an increase in the number of calls. Such local campaigns were set up separately for each medical center of the network.
We also optimized daily budgets and disabled low-performing PPC campaigns in some regions. Another important area was setting up remarketing campaigns on landing pages to retain existing customers and increase target audience loyalty.
Expert comment:
Vladyslav Zakharevych, Head of PPC:
Our cooperation with the network of medical centers “Visium” on Google Ads promotion in Google search results was long and productive. It is worth noting that in the course of the work, we encountered certain difficulties related to fluctuations in promotion performance due to the seasonality of demand for various medical services and the activity of competitors.
However, our team successfully coped with numerous challenges. Reporting on the project was quite complicated due to the need to take into account the specifics of clinics in different regions when setting up. During the work, we tested manyGoogle Ads tools and used those that proved to be most effective.
Thanks to the implementation of a comprehensive promotion strategy, we managed to achieve a significant increase in conversions and a reduction in the cost of an application for Visium. And careful optimization of Google Ads campaigns allowed us to maximize the return on investment in Google Ads for this client.
What results did we get
An integrated approach involving testing new ads formats, budget optimization, and remarketing helped to significantly increase the efficiency of attracting patients to the medical center chain.
Over the past six months of work on the project, we have managed to increase the monthly number of conversions in the Google Ads account by 2.2 times. The number of conversions per month increased to an average of 7814, and specifically in December 2023 it amounted to 8099 with an average cost of 39.90 UAH per conversion.
For comparison, in 2020, Google Ads campaigns brought 200-300 conversions per month, worth 400+ UAH.
