Case "Setting up web analytics and advertising for the website of the medical center Spinemed.by"

The medical center, established for the comprehensive treatment of back diseases, faced the need to customize advertising.

The main activity of the medical center is neurology. It focuses on the fullest possible range of services related in one way or another to diseases and pathologies of the spine and joints. People often complain of back pain and want to get rid of it, but it is necessary to accurately understand the causes and consequences through diagnosis, and then choose an appropriate treatment.

The clinic has the most modern equipment. All doctors have a wealth of experience, about 20 years.

WORK START:
November 21, 2023

Запустить рекламу за 1 день. Баку.
1 день под ключ.
78 регистраций.
12 менеджеров непрерывно загружены.

Человек, который практикует или как минимум интересуется духовными практиками, разными видами медитаций, йогой.

Необходимо настроить аналитику на сайте фестиваля и рекламу в кратчайшие сроки за неделю для достижения поставленных целей.

Increase the number of calls on the website.

Increase the number of online appointments on the site.

Evaluate the effectiveness of advertising campaigns.

Reconfiguring the goals and conversions on the website to the correct ones.

Understanding visitor behavior on the website.

GTM, Google Analytics 4, and Yandex Metrics were already installed on the website, but the tracking of key indicators: attendance, traffic sources, behavior on pages, and conversions was set up incorrectly. This was revealed by analyzing metrics in Google Analytics 4, Yandex Metrics and the Yandex Webvisor tool.

In order to set up web analytics on the site correctly, we made an event and conversion tracking structure. The customization was done via Google Tag Manager.

The following actions were taken as the main conversions on the site:

• click on the phone number,
  
• send an online registration form,
  
• send feedback forms.
  

To track statistics on calls, we obtained access to the call tracking account. In addition, we have completed the transition to Google Analytics 4 and activated data transfer to the Google Ads advertising account.

Before setting up advertising campaigns, we conducted audit of existing advertisement in Google Ads and Yandex Direct. Based on the results of the analysis, we defined a list of tasks:

1. Group keywords by type of relevance.
2. Expand keywords for all advertised services.
3. Add missing ads assets in Google Ads.
4. Conduct sorting of search terms.
5. Expand negative keywords list.
6. Increase the quality of ads in the Yandex Direct wizard campaign.
7. Launch retargeting in Yandex Direct.

After defining the list of tasks, it was decided to completely reconfigure search campaigns in Google Ads and Yandex Direct. For this purpose, we collected the missing semantics with the help of Yandex Wordstat and Google Keyword Planner for the main categories:

1. A chiropractor.
2. Neurologist for adults and children.

The bulk of the budget, around 85% to 80%, was allocated to Google Ads. The remaining 15% to 20% went to Yandex. Within the advertising system, the budget was divided accordingly:

• In Yandex Direct 100% for the direction "chiropractor".
• In Google Ads 67% for "neurologist" and 33% for "chiropractor", as the requests related to neurology brought more conversions.

We launched new search campaigns in Google Ads and Yandex Direct for "chiropractor" and "neurologist" using new already collected keywords.

We made adjustments In Yandex Direct to descriptions, photos and headers in the wizard campaign for keywords related to chiropractor. Also we set up and launched retargeting in Yandex Direct in order to retain and return customers. However, user privacy restrictions related to medical topics prevented us from setting up remarketing on Google Ads.

During the first month of work, we monitored performance indicators for each campaign, sorted search terms and changed bids weekly and then monthly.

The behavior of users who visited the website through advertising campaigns was analyzed with the use of Yandex Webvisor tool.

As a result, we managed to correctly set up conversion and target actions on the website, collect keywords and reconfigure search advertising campaigns in Google Ads, Yandex Direct, launch retargeting.

Google Ads turned out to be the most effective channel in terms of the cost of an application.

Due to the work of advertising it was possible to attract new clients to the medical center, reduce the cost of a call by 20% and by 24% the cost of a unique call.