- Yandex.Direct / Search ads
- Key Collector
Period: December 2017 – March 2018 (14 weeks)
Competitive markets and strict advertising rules
Perviy Doktor, a chain of two Moscow medical clinics reached out to the Biplane agency for help with their campaigns. The clinics offer in-home services in Moscow and the surrounding region. Medical services are a very competitive market with strict legal requirements for advertising materials.
How could they increase the number of leads in such conditions while remaining within budget limits?
Step 1. Working with keywords and bids
Pre-launch: made a negative keyword list with irrelevant queries
Redistributed the budget for keywords with high CRs
High-season bids for geo-segments
Step 2. Improving and cultivating ads
Constantly improved their texts while keeping an eye on legal requirements
Russian advertising laws set out a range of restrictions for the advertising of medical services, e.g. it is illegal to guarantee certain results, address minors or indicate that the government supports a clinic’s activities. When creating ads, Perviy Doktor and Biplane:
- Avoided highly specialized names of medical services and thereby avoided any unnecessary problems with moderation.
- Highlighted the clinics’ advantages without referring to their competitors: “No queues, ” “Open 24/7,” “Quickly prepare sick day documents, ” “Free parking, ” etc.
- Focused on existing demand that did not require additional calls to actions — to avoid pushing unneeded services on healthy people.