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Advocate Health Care | Paid Search Campaign
Project Name
Advocate Health Care | Paid Search Campaign
Client
Advocate Health Care
Our Role
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The Company
Advocate Health Care is a non-profit organization based in Illinois. They serve millions of healthcare seekers with a network of almost 400 sites and 10 hospitals. As a faith-based organization, AHC serves individuals, families, and communities with a holistic approach. They have a unique approach to healthcare and utilize the latest technologies, top-notch practices, and skilled specialists to resolve every patient’s physical, emotional, and spiritual needs.
In 2018, AHC was merged with Aurora Healthcare to create Advocate Aurora Health, expanding its capabilities to serve more patients. Shortly after the merger, the COVID-19 pandemic started, giving much more significance to AHC’s medical services. They were looking for a way to better cater to people’s intensified healthcare needs and help communities during the pandemic. Bisplex was brought on board to assist them with this matter.
The Challenge
After the merger, both AHC and Aurora Health Care received uniform websites, alongside the parent organization which also received a similar website. This was a major issue since the primary online channel of AHC was almost identical to two others. Designing a dedicated website was not feasible due to low budget and tight scheduling, so we had to find a way the distinguish these channels and drive more registrations and applicants for a number of AHC’s services.
The Approach
The complexities of this project called for extensive research before pitching solutions to the client. Our team took a deep look into the following subjects to devise the best approach:
- The online marketing strategies of other medical organizations and companies
- Healthcare seekers’ online behavior during the COVID-19 pandemic
The pandemic had drastically changed the way people seek medical services. Due to social distancing policies and the nationwide shift towards remote work, more people were using the Internet to look for medical info, instructions, healthcare centers, and seek emergency help.
We concluded that the best approach would be paid search advertising. With efficient keyword targeting and landing page design, we would’ve been able to maximize AHC’s online visibility and drive qualified traffic.
The Solution
Our plan involved launching highly-targeted search engine campaigns. Although the pandemic had ballooned the healthcare-related queries, the competition had also become much more fierce. This meant we had to optimize the campaigns with:
We concluded that the best approach would be paid search advertising. With efficient keyword targeting and landing page design, we would’ve been able to maximize AHC’s online visibility and drive qualified traffic.
Keyword Targeting Refinement And Expansion
Negative Keyword Addition
Optimized Landing Page Design To Get High Quality Scores
Extensive Multi-Variable Testing
Prior to launching the campaigns, we modified multiple parts of AHC’s website to make it more SEO-friendly and appear in Google’s featured snippets. Another important task was fully setting up advertising and analytics accounts for the client alongside a Google My Business profile.
In order to get better results, we shaped the campaign with a strong focus on marketing to the medical service seekers in Illinois. We designed the landing pages and wrote ad copies accordingly. Continuous bid optimization was carried out to make sure the campaign stays within budget while generating desired results.
The Result
Thanks to the brilliant performance of our research-driven paid search campaigns, Advocate Health Care was able to provide its not-for-profit medical services to more patients during the time of the COVID-19 pandemic. In the span of eight weeks, website traffic was up by 67%. Our unique approach for generating qualified traffic work splendidly, with an 89% increase in phone calls and 43% in submittals.