ART-Dent
Case results
6
months to localize the site
40%
share of clicks from Yandex.Direct
-40%
CPA in February
Client
Dental clinic ART-Dent, Tyumen, artdent72.ru
Facts & figures
1999 Company founded, 4 Dentists
Representative
Maria Fomicheva Clinic director
Goal
Tools used:
- Yandex.Direct / Search ads / Search banner
- Yandex.Metrica
- Callibri call tracking
- Bidder
Period: July 2018 – March 2019 (38 weeks)
Increasing ROI for a dental clinic in Tyumen
Search advertising is the clinic’s main channel for leads, bringing up to 50% of their site’s traffic. In the beginning, they managed their bids manually, using a daily budget and a bidder. A bid is set for a keyword, along with a percentage by which the bid could be raised. The bidder updated all the bids once every half hour to ensure that they were high enough for impressions in the desired positions. The clinic used their feedback form to track their performance. Getting too few leads at too high a CPA, they decided to rethink their approach.
Step 1. Launching call tracking
Launched call tracking and started gathering data for goals
In August, ART Dent ran a campaign audit, optimized their keyword list and focused on the ones that performed best.
They started using Callibri call tracking and set up goals — Yandex.Metrica began recording enough conversions on their site: request for appointments, call, lead, lead via call-back request. This allowed them to choose an overall goal for their strategies in Yandex.Direct.
Step 2. Serving Search banners
Search banners announcing their promotion maximized their reach of users interested in dentistry
ART Dent prepared and launched Search banners to draw attention to their promotion “20,000 RUB for a tooth.”
Direct conversions were few and far between, but the clinic’s ads appeared in larger blocks in search results. Even when the search campaign stopped after reaching the daily budget, they retained their presence on the search results page.
Step 3. Switching to an automatic strategy
A two-step transition to automatic bid management
ART Dent switched to the “Weekly budget: maximum conversions for all goals” automatic strategy, set a maximum CPC of 70 RUB and began gathering statistics.
In February, they switched strategies again, this time to Average CPA with a target value of 350 RUB and a weekly budget of 3200 RUB.
Results
After one month of the automatic strategy, the ad budget rose and then fell without losing clicks
ART Dent’s main channel of traffic is search advertising, which brings roughly 40% of visits to their site. In January, in the first month of using the “Maximum conversions” automatic strategy, the ad budget first grew and then stabilized without losing clicks, the campaign got more impressions. CTR for manual and automatic strategies remained at 7%.
Complex approach helped raise search ads’ ROI to a new level
After launching call tracking and adding new goals, ART-Dent were able to gather statistics for them. In January they switched to the «Maximum conversions» automatic strategy, and then to Average CPA in February. In February and March, CPL from Yandex.Direct dropped by roughly a third in comparison to january, and there were 10% more leads.
Maria Fomicheva
Director, ART-Dent clinic
Like the other clinic directors, I deal with a lot of organizational and financial tasks. The most difficult (yet interesting) is setting priorities and carefully following them. Marketing is just part of the tasks that I am responsible for. I have to get involved in the details of all sorts of processes, find time and understand them — this is easily the most difficult part. Once you’ve mastered a new task, however, you have the pleasure of having accomplished something.
Valeriya Petrova
Digital marketing manager, Novel Site
In the medical field, we focus on search, since we need to cover a broad pool of keywords. I would break them into 5 categories: doctors (dentist, orthopedist), names of diseases (cavities, periodontitis), symptoms (bleeding gums, dark tooth stains), treatment methods (prosthetics, implants), clinics and competitors (dentistry, dental clinic). People are usually looking for an immediate solution to their problem, so we get a relatively quick effect, which makes the customer happy.
Case prepared in collaboration with the Novel Site agency
Start your success story with Yandex
Yandex.Direct: the one-stop ad platform for communicating with customers at all levels of the sales funnel
Begin