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Conversion rate increased by 122%

year on year

genesis-care-logo

With pioneering technology and advanced cancer treatments, GenesisCare is the global market leader in private Cancer care and treatment.

The Challenge

  1. Increase online visibility
  2. Increase the number of web form leads (conversions)
  3. Push GenesisCare’s pioneering work in radiotherapy
  4. Help make GenesisCare the market leader in cancer treatment

The Strategy

Koozai started work on the GenesisCare AdWords account in September 2016. Originally, GenesisCare operated with four campaigns. In contrast, the account now operates with 68 campaigns. Not segmenting the campaigns involves several limitations, the main one being that the traffic-hungry keywords consume a large amount of the budget. For example, “breast cancer treatment” is a search term with a high volume of traffic that will spend a significant amount given the chance. When not segmented, it might spend £150 of a £200 budget. This would leave only £50 for the remaining keywords, such as “kidney cancer treatment”, “brain cancer treatment” or even “genesiscare”. Consequently, once Koozai had segmented the existing four campaigns into 68, GenesisCare had far more control over where its budget was spent whilst serving ads for all areas of the business and not just the biggest spenders. Giving these keywords the chance to pick up traffic resulted in an increase in impressions, clicks and conversions. This shows that some simple account management can lead to instant, visible results.

This is not the only change Koozai made to the account. GenesisCare prides itself on its state-of-the-art treatment centres, so it was crucial to ensure that our ads were tailored and targeting local people in the areas around these centres. Thus, Koozai created a location-based strategy there. Using location and keyword targeting, we made sure that people searching for a cancer service in one of GenesisCare’s designated areas, for example Guildford, were served our ad. Although cancer treatment is a costly service and people would potentially travel for it, those on the treatment centre’s doorstep are far more likely to convert and engage with GenesisCare, which results in more conversions.

The third and final change which Koozai made to the account was an ad copy overhaul. We carried out a full review of both the copy and extensions was to make sure our ads were relevant to the desired user. Once these changes had been made, the account saw a direct impact on click-through rates; in January 2018, the account had an overall 10% CTR. According to Wordstream, the average CTR for the health and medical industry stands at 1.79%, which shows the effectiveness of the account.

The Results

  • Conversions increased by 122%
  • Cost per conversion reduced by 54%
  • Clicks increased by 83%

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