How Meds.ru service recouped call tracking costs in one day and saved a third of the advertising budget

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Content
Stage One/ Data Collection and Conclusions
Stage Two/ Experiments and Real Savings
Stage Three/ Playing for a fall and testing new campaigns
Conclusions and changes in the policy for creating advertising campaigns
Results
The Meds.ru service for finding doctors and clinics used homemade call tracking to evaluate advertising campaigns. Marketers set up number selection using UTM tags and tracked the number of telegram db search calls from each ad, and then identified target ones from the total number. Advertising paid off, and the financial indicators satisfied the management. However, this approach did not allow evaluating the effectiveness of specific keywords - to understand which of them led to calls. This slowed down the ability to test new campaigns with high-frequency and expensive keys. They decided to connect CoMagic to see which keywords in ads most often lead to calls and deals.

Connecting CoMagic allowed us to find out the cost of a request for each keyword and spend the budget more efficiently.


Artem Kravchenko, Operations Director of the Meds.ru project

We attract clients for medical centers all over Russia. The advantages are obvious: the service is cheaper than the work of a separate director, and also allows clinics not to waste their advertising budgets. As the project grew, we constantly increased the volume of our advertising campaigns, and it is worth noting that we received an acceptable result, which we considered the standard for 5 years before integrating with CoMagic. But as always happens, with the growth of volumes, we began to run into high rates and highly competitive queries. Our self-written functionality could no longer give a complete picture of where the money from new advertising campaigns goes. We decided to try a ready-made solution. From the very first minutes of working with CoMagic, it became clear that we made the right choice. The first two weeks we collected the required amount of data, then we made significant changes to the logic of advertising campaigns, completely revising the keys.

On the very first day of working in a new way, we fully recouped our costs for call tracking, and a month later we reduced our advertising costs by 30% without losing its effectiveness. Now, when I see that our client or competitor does not use call tracking, I just smile and wish them luck.

Stage One/ Data Collection and Conclusions
CoMagic specialists helped set up call tracking for current campaigns, and already in the first week preliminary data appeared, which were compared with those obtained earlier. It turned out that not all keys and not all landing pages were equally effective. The main conclusion: all keys, as before, brought visitors to the site, but not all of them gave a target appeal.


Stage Two/ Experiments and Real Savings
Then they started conducting a series of experiments to disable ineffective keywords. For one of the key campaigns, the cost of a target request was reduced by 2 times. Previously, it cost 190 rubles, now it is 90-86 rubles. In one of the days of the experiment, thanks to the new settings of advertising campaigns, it was possible to recoup the full cost of the CoMagic service package - at that time about 10,000 rubles.


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Stage Three/ Playing for a fall and testing new campaigns
At the third stage of experiments, we approached the changes on a larger scale. We excluded about 20-25 key phrases and several ad groups. As a result, the number of requests did not decrease, but their cost decreased significantly. This allowed us to save the marketing budget for the main advertising and allocate a budget for testing new campaigns.


Conclusions and changes in the policy for creating advertising campaigns
Thanks to the analytics obtained, Meds.ru developed a new strategy for contextual promotion.
We stopped separating advertising into categories with high-frequency or low-frequency queries and switched from the classic formation of static advertising campaigns to dynamic campaign formation. Within a week, key lists can completely change, new ad groups can be switched off or old ones can be launched.
They began to expand their advertising campaigns with new groups within the framework of the adopted strategy of small iterations. A cross-section of measurements is made for various samples, their effectiveness is analyzed in different time intervals and a decision is made whether to transfer them to a global test or continue to observe small numbers. This allows, with minimal costs, to determine new working links: key-landing.
Re-entering old, already switched off keys, according to a specially developed scheme.
And most importantly, we were once again convinced that nothing is permanent! Only experiments!

Results
The cost of a targeted appeal was reduced from 190 to 90 rubles.
Investments in the call tracking service paid off in 1 day.