contextual advertising- is one of the most effective methods of online promotion. Medical advertising is no exception. With this tool, you can quickly find an audience on the Internet and convert it into regular customers of your clinic or laboratory.
Moreover, you will be able to track the exact results of the campaign and systematically improve the performance from month to month. We will talk about how to optimize contextual advertising for medical services later in the material.
If you are just starting to explore the possibilities of contextual advertising for medical services, we recommend that you familiarize yourself with the material onwhat are effective advertising channels for promoting clinicsgenerally exist. In the material, we cover the topic in detail, taking into account the specifics of the niche, consumer barriers and tools available to specialists.
What is seasonality in contextual advertising
Seasonality in contextual advertising is the time of the year when products or services are in greatest demand. A vivid example is an increase in demand in flower shops at the time of International Women’s Day.
The peak of the seasonality of florist services in 2019 fell on the March holidays and amounted to 17 million. In 2020, the demand for flowers rose the most in May and amounted to 20 million. 2.5 million less was the result of the March 2020 requests.
How To Determine The Seasonality In The Advertising of Medical Services And What Factors Affect It
The relevance of the search for symptoms and medical tests are the main criteria for the seasonality of contextual advertising for the promotion of medical services. When calculating the relevance of search queries, it is worth excluding medical terms.
For example, the peak of indicators for the queries “diarrhea” and “diarrhea” falls at the same time, but the first query has an indicator of more than 1 million, and the result of the second query does not even reach 500,000 seasonally.
Seasonal incidence statistics often cannot help when setting up contextual advertising. The exception is a sharp rise in the incidence, which is not typical even for seasonal indicators, as well as outbreaks of new diseases.
For example, search rates for the topical term “coronavirus” peaked in April at 3 million. During the second wave, the number of requests did not go beyond 1 million.
The best way to calculate the seasonality of medical services is to identify symptoms that are implicitly related to the season and use them in keywords.
For example, the flu has a direct connection with the cold seasons, therefore, waking up in the fall with a sore throat, a person will not run to look for a doctor. The peak of diarrhea exacerbation, on the contrary, is not known to everyone, so most people will turn to a specialist.
Hangovers are one of the most popular search queries with a traceable seasonality, falling on the New Year in connection with a stormy celebration and alcohol poisoning. This is the peak of the seasonality of advertising campaigns for medical institutions offering services for the treatment of alcoholism and drug addiction.
The analysis for helminths is most popular during the beginning of the school year, as it is mandatory for schoolchildren. Only in search engines does it sound simpler – “egg worm analysis”. In 2019, seasonality fell in August and amounted to 30,000 requests. Demand statistics in September 2019 decreased by 6 thousand but retained their figure for October.
In this 2020 year, the peak of seasonality was reached in August and amounted to 38 thousand. In September, the indicators fell by 7 thousand, in November – by 10 thousand.
Conclusion: seasonality indicators have not changed much, but there has been a redistribution of total demand.
How to optimize contextual advertising for medical services
Getting Started contextual advertising optimization medical services, start by identifying KPIs – traffic performance indicators. KPI is determined together with the customer of the advertising campaign. A specific goal and deadlines for its implementation are set.
The performance marketing that Webpromo provides to clients is just different in that it allows you to achieve measurable business results. Our cases are proof of this. For example,how Facebook Ads dynamic creatives brought +64% of conversions in 1 month to the IVR clinic.
KPIs for advertising medical services are standard:
- CPA – the average cost of the target action;
- CPC – average cost per click;
- CTR – percentage ratio of the number of clicks and impressions of an advertising campaign;
- CR – the number of visitors who completed the target action;
- BR- bounce rate;
- Site traffic – the number of visits to the platform per day.
To increase the CTR of a medical clinic, it is also necessary to pay attention to the requirements for the text content of advertisements for medical institutions. Wellness websites are heavily censored. This list of prohibited words includes terminology related to health problems (disability, chronic diseases, plastic surgery, treatment of diseases, etc.), sensitive terms that affect the life difficulties of users (overweight, appearance, etc.), as well as prescription medicines and recruitment of volunteers for the purpose of conducting a clinical trial. If it is impossible to paraphrase a prohibited term, it is worth changing the marketing method. For example, for remarketing or advertising through Gmail.
About legislative features online promotion of medicines in Ukraine You can read the article at the link.
Continuing the theme of the text content of advertising, the question arises of placing key phrases in an advertising campaign. How to set up contextual advertising, taking into account the correct selection of keywords, let’s look at the example of dental services:
- Users search for the “dental implantation” service by querying “correct an overbite”, “an adult’s tooth fell out”, “dentures”, and “tooth implant”.
- All requests are divided into the following groups: “Tooth fell out: what to do?”, “Dental prosthetics: what to choose?”, “How to correct an overbite without wearing braces?”, “Where is it better to order implants in St. Petersburg?”.
- Each group contains an advertisement: “A beautiful smile quickly and for a long time: the best prices for implants in St. Petersburg at the Dentistry clinic”, “Quality dentures at the best prices: the Dentistry clinic in St. Petersburg” and other options.
- For the greatest coverage, the keys “make an appointment”, “doctor’s consultation online” and key phrases of the direction of services – “make an appointment with a dentist online”, “consultation of an endocrinologist for free” and so on are added.
The following methods will help determine the relevance of key phrases:
If a clinic that optimizes contextual advertising of its medical services is more than two years old, then it is enough to view and analyze impression statistics on the Google Analytics platform.
Businesses under the age of two will be helped to set up contextual advertising by the Google Trends and Keyword Planner platforms, which determine the popularity of specific search queries.
Specialists and agencies that provide contextual advertising optimization services for medical services will most likely use more functional paid services – SEMRush, Serpstat, SimilarWeb, Ahrefs.
You can also increase the effectiveness of an advertising campaign for medical services by switching advertising from text format to video. The main advantages of having a visual component:
- Avoiding filter-censorship by forbidden words;
- The opportunity to tell more about the medical services provided;
- Decrease in BR by using a platform that shows video ads with the ability to skip them after 5-15 seconds.
An example of a promotional video scheme for a clinic:
- Introduction. It lasts 10-15 seconds and gives general information about the medical institution (location, specifics of the services provided, etc.).
- Doctor’s speech. It lasts 10-15 seconds, where the specialist introduces himself and talks about the service of the advertising campaign.
- Analysis of the details of the proposed service. It lasts 150-240 seconds depending on the amount of information.
Useful advice: it is better to spend the first 15-25 seconds filtering users, talking about the service provided in a learning context. For example, if a women’s health clinic is advertised, it is worth talking about monthly check-ups with a gynecologist, giving arguments in their favor with up-to-date statistics, and informing about the safety of conducting the necessary medical check-up at the advertiser’s clinic.
Public certificates and diplomas of doctors and reviews contribute to increasing the level of trust in the clinic and reducing the number of “refuseniks” among users who have visited the site. It is desirable to get to the pages with this information from the home page of the site.
With the decline of seasonality
Contextual advertising of medical services should be highly effective, regardless of the seasonality of placement. Recommendations to help optimize existing clinic listings on Display Networks: To begin with, structure your advertising campaigns by dividing them by the type of key queries (targeted, informative, thematic). This will give you better data so you can scale or turn it off later.
Do not neglect information requests in contextual advertising of medical services. They allow you to expand your audience reach and increase brand awareness. At the beginning of the launch, it is enough to allocate for them up to 5% of the total budget of the Republic of Kazakhstan.
Constant testing of various bid adjustments will allow you to find the optimal cost per click and thereby reduce the cost per application (CPO).
Zoning within the region is another effective method to get high-quality traffic from the RK. To simplify budget management within a large city, such as, for example, Kyiv, you can divide the Republic of Kazakhstan into districts: Darnitsky, Goloseevsky, etc. The division of campaigns is important in order to designate the starting advertising rates.
- Competitor analysis is also an obligatory step in the optimization of the RK. Here, some go by a rather “dirty” method, in particular, they use the name of a competitor clinic in the name. Like “Treat your teeth at (competitor’s clinic name)?” We are cheaper! But we recommend a more environmentally friendly and reputation-safe way in the form of increasing rates for each service.
- Competent elaboration of negative keywords and turning off “additional relevant phrases” also affects the increase in the effectiveness of contextual advertising.
With increasing seasonality
Prepare in advance for the peak of the season. For medical services, it’s like a small black Friday, which has recently shaken up e-commerce. At least a month before the start of growth in demand for a particular medical service, activities are planned. Two weeks before the surge, newsletters are sent out to loyal customers about upcoming promotions, and an advertising campaign is launched to attract a new consumer base.
Important! With increasing competition in the niche, the launch of the AC should be started as soon as possible in order to get ahead of the competition. As a rule, during this period it can cost several times cheaper. And in order not to lose a loyal audience, direct them to a landing page with a clearly defined USP and a form for collecting leads.
For example, by the beginning of the school year, you can launch discounts on tests for elementary school students. Probably, parents will not resist such a benefit and send their children to be tested “just in case.”
If you are setting up advertising in parallel with your competitors during the peak season, then it makes sense to “cover” them by increasing bids and the overall advertising budget. The technique may not work only if you made a mistake in choosing the query itself. That is, they launched the RK using keys that are informational in nature, rather than commercial.
Findings
Medical services are a highly competitive niche, so contextual advertising for clinics requires constant optimization. But due to the seasonality of many requests, you can reduce the cost of a click and at the same time get targeted site visitors. However, with all the recommendations, each case is individual and it is not always necessary to be limited to the boundaries of the CCM. To get a high-quality audit of competitors’ advertising, draw up an individual advertising strategy, and increase the number of customers, leave a request for setting up a contextual advertising web promo. Our experts will create an individual online promotion plan for you.
