The Importance Of Concatenating Keywords For Medical Services In Google Ads Share: Todays Score Awaiting client review n/a Date Published 20 July 2020 Reading Time 2-Minute Read How we managed to have a high number of conversions at a much lower cost/click than establish How was the strategy formed? We debriefed a document filled out by Metropolitan Hospital, from which we got to understand what each service/intervention involves, what happens from the moment the patient steps in the clinic to the moment the medical procedure ends. Who are their patients? What age are they? What medical conditions do they have? What’s their income? What interests do they have? We also wanted to know about the hospital’s competition and which are the competitive differentiators. The next step was to extract important data from the hospital’s Google Analytics account in order to form an appropriate strategy for each patient segment. Were strategic decisions made based on your experience and expertise, competitive research? With the information from the brief, the debriefing but also the data collected from Google Analytics we understood very well which type of patient each service is addressed to. We managed to bring in front relevant information, numbers and differentiators and write great targeted ads. What was the most successful project? The concatenation of keywords helped us have better control over bids, high-quality ads, and a great CTR. We also added new ad groups according to search terms. All these actions lead to low cost/conversion. Any takeaways? After many optimizations, we managed to have a high number of conversions at a much lower cost/click than the initial one set by the client.