42% lower conversion price with a new landing. Medical topics
How to reduce your cost per conversion by 42% with testing.
Case: Medical services. Conversion growth by 32%
Reading time: 2 minutes
We were contacted by a client who was dissatisfied with the results of an advertising campaign from his contractor. We were given a clear task - in 30 days to increase the number of conversions by 30% for a given budget. This case shows what steps we took and what results were obtained in the output.
Promotion channel: contextual advertising (Google AdWords)
Services: medicine
GEO: Ukraine (excluding the JFO zone and Crimea)
Campaign duration: 30 days
Target: to increase the number of conversions by 30% (as compared to the current contractor - an advertising agency) for a given budget.
KPI (key performance indicators) of an advertising campaign: the number of call-tracking calls, the number of appointments to the doctor, the number of ordered call-backs.
Result obtained: an increase in the number of conversions by 32% with a 5% decrease in the cost of conversion.
We’ve conducted an in-depth analysis of the previous advertising campaign over the past months, which was set up by Agency-1. In the course of this analysis, an advertising strategy was formed and areas of possible growth, due to which we could achieve the set task, were found.
It should be noted that according to the Google Ads rules, personalized advertising in this area of medical services is prohibited, so we could not use such tools as remarketing, advertising in Gmail and some types of targeting.In this regard we used the following advertising campaigns on AdWords:
- Search campaign (Kyiv and separately Ukraine)
- DN (Display Network)
| Costs, UAH | Number of conversions | Conversion cost, UAH | |
| 30 days (Agency-1) | 36 676 | 28 | 1310 |
| 30 days (Web-Marketing) | 45 993 | 37 | 1240 |
As a result of intensive optimization of the advertising campaign, we managed to increase the number of conversions from 28 to 37 and thus fulfil the task of increasing the number of requests from potential clients by 30%, as well as reducing the cost of one request (conversion) by 5%.
For high-quality optimization of an advertising campaign, statistical data for 30 days is not enough. But “Conversions by day” and “Conversion cost” diagrams show that we’ve managed to achieve a steady increase in the number of conversions and reduce their cost. This confirms that we have chosen the right strategy.
P.S. If you also want to increase the number of conversions (leads, requests, calls, sales) without increasing advertising costs, then file an application and we will soar to new heights of your business!
