Target group
Anyone who needs an ultrasound scan in Ljubljana or the surrounding area and does not want to wait for months for their appointment through a referral.
Cooperation start
Before contacting us, Ultralab already managed Google AdWords advertising themselves. Because advertising costs were too high, they contacted us. From the very first review of the campaign, it became clear to us that we could greatly improve the impact of their campaigns, with an average click price of 0.55€, significantly higher than the suggested click price suggested by Google's Keyword Planner tool. According to this estimate, the click prices of the selected keywords should be from 0.20€ to 0.25€. Clearly, the “Quality Score” was also poor, as were the ad positions on Google search engine.
Because the old account already had a bad history, we decided to open a new Google AdWords account, where we got much cheaper clicks and great Quality Score in just a few days. Even today when competition through Google Ads advertising is significantly higher, the cost per click of their campaign is 0.12€, and the Quality Score is between 7 and 10.
Why Google AdWords on the search network?
Based on the subject, we decided to advertise on the search network; meaning at times when users search for the shortest queues and want to get to the ambulance as quickly as possible. Remarketing would certainly be a great option. In this way, anyone who was already on the site but did not choose to book an appointment, could again be reminded of the possibility of booking an appointment in their clinic. However, because health-related remarketing is unethical and therefore prohibited by Google policy, we were left with search advertising only.
