A long standing healthcare provider in Dubai, the client was wanting to increase interest in highly specialised medical treatments in Dubai. They were also in the process of opening a brand new hospital in India.
Historically the client had no measurements of historical paid search performance to determine how best to spend available budgets. Performance potential was also limited by a legacy website that did not enable refined focus for paid search. The in-house marketing team were keen to trial fully co-ordinated AdWords (now Google Ads) campaigns for highly specialised medical services targeting both the UAE and the GCC.
Dedicated landing pages were constructed with a singular purpose to drive users toward form completions. The nature of the specialist services being offered required a very specific arrangement for relevant information delivery while still ensuring a clear call to action throughout.A combination of higher than average mobile device search usage throughout the GCC and English being a secondary language resulted in the use of mostly modified broad match keywords at the outset. We were able to build more focused ad groups by data mining the many search terms and tracking the keywords resulting in positive action on the landing pages
Several campaigns targeting more generic services revealed the clear benefits of directive search where a clear and unambiguous goal can be established.
Conversion rates (form fills) were consistently improved as the search was refined, ultimately achieving double digit performance and a steadily reducing CPA (cost per acquisition).
Similar solutions were utilised to promote the new hospital in India combined with a large scale brand development campaign based around competitor search.