Advertising Campaign Optimisation for «Dental Clinic No.1»
Performance Dashboard: Multi-Touch Attribution Data (26/06 – 17/07/24)
Website
https://стоматологияномер1.рф/
Theme
Medicine (Dentistry)
Location
Moscow
Region
Russia
Budget
231,000 RUB
Start Date
May 2024
Result
Conversion increased by 174%
Result
Number of applications increased by 12%
Result
Cost per application reduced by 6%
Result
Improved profitability while maintaining the same budget
Improving KPIs for a Dental Clinic During the Summer Season
1
Increase website conversion rate (CR) from 1.03% to 3%
2
Reduce cost per lead while maintaining or increasing lead volume
3
Attract more targeted clients, despite the low season
Challenges the team faced during the summer period
General decline in interest in dental services during summer
During the summer period, demand for dental services decreases due to vacations and holidays.
Lack of customer trust
Patients often doubt the quality of services and doctors' competence, which makes attraction difficult.
Issues with advertising campaigns
Low effectiveness of existing advertising channels and high cost of customer acquisition.
Limited resources and time
Lack of marketing budget and staff time to work with advertising campaigns.
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Setting Up Master Campaigns: Key Stages
- Stage 1. Setup & Preparation
Created 3 campaigns using the principle:1 campaign = 1 target action for optimisationCampaigns & Target Actions
Campaign (Name is conditional)
Target Action
«Quiz»
User submitted a form after completing the quiz
«Call»
User called the clinic number
«All CRM Inflows»
All submissions and status updates tracked via Client ID
Set targeting across all of Russia
Added high-frequency keywords
Included 4 headline variations + 4 image options (to be clarified)
Optimised ad display for both male and female audiences
Set target cost per action at 50% of the maximum allowed by KPI
To help the algorithm learn quickly, we set the weekly budget equal to ten target actions — per Yandex recommendations.
Important Note: With this setup, we only pay for conversions explicitly defined as target actions in each campaign. For example, if a campaign targets calls but users submit forms instead — those are free! We only pay for the set goal.
- Stage 2. Launch Results
First 2 weeks:
Master Campaigns accounted for 31% of all leads
CPL was on average 38% higher than in standard campaigns
By Week 3:
CPA dropped by 3% compared to other campaigns
Share of leads from Master Campaigns rose to 55% of total from Yandex.Direct
Over the next 6 weeks:
Master Campaigns delivered 58–80% of all Direct leads (67% average)
- CPA was on average 55% lower than non-Master Campaigns
Final Lead Distribution Across Campaign Types:
Campaign (conditional name)
Lead Share
«Quiz»
66%
«Call»
17%
«CRM»
17%
The «Quiz» campaign performed best , likely because it generated large volumes of data quickly, giving the algorithm enough to learn from.
Dental Marketing Results
Through a strategic combination of targeted website refinements and data-driven advertising optimisation, we delivered exceptional performance improvements:
Key Achievements:
by 174%
increased conversion
by 12%
attracted more leads
by 6%
reduced cost per lead