Case Study: Doctoryan.am
Yerevan, Armenia
Case Study: Doctoryan.am
Objectives
Doctoryan.am approached (Doctor appointment app ) with the primary goal of increasing website traffic to attract both local patients from Armenia and international visitors seeking medical services. The project involved leveraging Google Ads to achieve measurable results.
Challenges
- Niche Market: The medical services sector in Armenia is highly competitive, with numerous local clinics vying for attention.
- Dual Target Audience: Balancing campaigns to address both local and worldwide audiences without diluting effectiveness.
- Keyword Strategy: Identifying high-intent keywords specific to medical services while managing cost-per-click (CPC) effectively.
Strategy
- Campaign Structuring:
- Local Campaigns: Focused on keywords like “medical services in Yerevan,” “Armenian clinics,” and “doctor consultation Yerevan.”
- Global Campaigns: Targeted broader keywords such as “affordable healthcare abroad,” “medical tourism Armenia,” and “doctor consultation online Armenia.”
- Audience Targeting:
- Local campaigns targeted Armenian residents using geo-fencing.
- Worldwide campaigns utilized demographic targeting for individuals in countries known for medical tourism, including Russia, the USA, the UK, and the Middle East.
- Ad Copy Optimization:
- Created compelling ad copies highlighting affordable, quality healthcare in Armenia.
- Featured value propositions such as “Expert Doctors in Yerevan” and “Seamless Online Consultations.”
- Landing Page Improvements:
- Optimized the website for faster loading times.
- Added clear call-to-action (CTA) buttons for booking consultations.
- Enhanced the mobile experience for global accessibility.
- Performance Tracking:
- Integrated Google Analytics and Google Ads conversion tracking to monitor campaign effectiveness.
- Implemented heatmaps to understand user behavior on the website.
Results
- Traffic Growth:
- Increased overall website traffic by 125% within three months.
- Local traffic grew by 80%, while international traffic surged by 160%.
- Cost-Effectiveness:
- Maintained a low average CPC of $0.85 for local campaigns and $1.20 for global campaigns, ensuring budget efficiency.
- Conversion Rate:
- Achieved a 20% increase in consultation bookings, with a notable rise in inquiries from international patients.
- Engagement Metrics:
- Reduced bounce rate by 15% through better ad targeting and optimized landing pages.
- Increased average session duration by 25%, indicating higher user engagement.
Conclusion
Through a carefully planned Google Ads campaign, Doctoryan.am successfully attracted both local and international audiences, significantly boosting website traffic and patient inquiries. This case study underscores the importance of tailored advertising strategies and precise audience targeting for healthcare providers aiming to expand their reach in a competitive digital landscape.
