Medical industry optimization cases using Sogou, 360, and Shenma

This article shares with you a case study on small search channel optimization in the medical industry . The time cost was reduced by 80% in one month. Let’s see how he did it.

The small channels I mentioned mainly refer to Sogou, Shenma and 360.

Many times, people only focus on large search channels and information flow channels. After all, these channels consume a lot of money and have a large overall conversion volume. They are what we need to focus on, and few people operate small channels in a refined manner. It is true that small channels cannot provide timely assistance, but they can often add icing on the cake. At critical moments, small channels are an effective tool to reduce total costs.

So how should small channels be deeply optimized to achieve better results?

Let me briefly talk about my optimization ideas.

1. Case Background

First, let me explain my background. I work in the medical industry. The small channels I took over used to be managed by a dedicated person and were separate from the large search channels.

Since small channel accounts are not as complicated as large searches, there are fewer things that need to be adjusted. Also, since this is a second-tier non-provincial capital city, the promotion duration is not 24 hours, but 08:00-23:00. Therefore, small channels are generally managed by people with about one year of bidding promotion experience.

Although I am an old hand in bidding, I took over this channel as a newcomer, which was a test for me. This is the first time I deal with this type of disease. Below I will take Sogou account as an example to talk about my overall adjustment ideas for small channels.

2. Overall account situation

After getting the account, I did not adjust it immediately. Instead, I first looked at the general promotion situation of the account, understood the main promoted diseases and learned some knowledge about the diseases. In addition, the main problems existing in the current account are analyzed from multiple dimensions such as consumption structure, consumption word categories, landing pages, promotion areas, and promotion time periods.

There is a problem with the original account:

Two accounts on the Sogou platform are promoting the product. The main account has a daily budget of around 220 yuan, and the other account has a budget of around 120 yuan. The two accounts are cooperating in the promotion to grab two rankings. Consumption is basically on mobile devices, with almost no consumption on PCs. There are only about 4 conversations per day. The cost of conversations is too high, resulting in high costs for making appointments to the hospital. Based on the above problems, my adjustment goal is to increase the volume of conversations and reduce the cost of conversations, while reducing the overall cost of appointments.

Below is the previous delivery data, and I will attach the adjusted data at the end of the article.

3. Account adjustment and optimization

1. Increase the amount of conversation

Start by tweaking your landing page .

The previous landing page content was rather redundant, and the overall feeling was that the page was too much content, and one page always tried to display everything without highlighting the key points. The article is long, requiring two full mobile page scrolls down to read it, some of the consultation and phone components are too in-depth, and the overall feel is flashy. Most importantly, the floating consultation and telephone components have no script guidance, the display style is relatively narrow and long, the user experience is extremely poor, and it is not convenient for users to click at all.

(The page before adjustment, from left to right is the total length of the page, occupying three complete mobile pages)

In addition, the landing page does not add any suffixes or logos, so there is no way to track which specific keyword has converted and the cost of the conversion. One can only see the type of disease being diagnosed from the appointment system, and it cannot be accurate to the specific keyword.

In response to the above two problems, I first referred to a large number of peer websites (peers are the best teachers), found some excellent points from them, compared the pros and cons comprehensively, and planned a new page. The new page is simple and fresh, and the consultation button and phone button are more obvious. There are also some guiding words attached. After the page was changed, the number of conversations increased significantly, doubling from the original four or five per day.

(Page after adjustment)

2. Reduce the cost of conversation

In order to reduce the cost of conversation, I use two methods. The first is to reduce unnecessary consumption , and the second is to adjust the consumption structure.

▶Reduce unnecessary consumption

1) Adjustment of overall consumption

Since two accounts were used for promotion, I found through search rankings that when competition was not fierce, the rankings of the two accounts were too concentrated. At the same time, the unit price of the main account was inflated, and the overall average click price was even higher than that of the big search.

I thought it was very abnormal, so I lowered the keyword bids of both accounts by 50%, and found that most of the rankings were there. I manually re-adjusted the bids for the plans and word categories that had no rankings to ensure that the rankings were the same as before.

Overall consumption has dropped by about 40%, and although the volume of conversations has also dropped, it is not significant.

2) Adjustment of regional consumption

In addition to promoting local products, the original account also promoted two nearby places (in different provinces). By looking at the previous medical consultation areas, I found that there was a slightly farther area where no one had visited for the past three months. Although the daily consumption was only a few dozen yuan, the cumulative data for three months was indeed a lot. I decisively stopped consumption in the area where no medical consultations were received.

▶Adjust consumption structure

1) Focus on the key plan, with two accounts guaranteeing two rankings. Even if a high price is offered, the ranking of such words must be stable, and the consumption of the key plan is guaranteed to account for more than 60% of the consumption.

2) Expand words

By adding drop-down words and related search words, and using keyword planners and 5118 and other keyword expansion tools, the number of keywords in the original account has increased from 40,000+ to 120,000+, especially for key diseases, and we try to spend more money on this part of the word category.

3) Keyword optimization

When dealing with the three high words, the words with high consumption and high clicks in the account are not necessarily the words with good conversion. The high-consumption words generally have messy matches. Through the search term report, I found that there are very few matches for this word. Since we couldn’t track the conversion in the early stage and the overall conversion was not good, we set these words as words with poor conversion. We created separate units, narrowed the matching methods, wrote creatives in a targeted manner, lowered the bids while ensuring that there were impressions, and further observed the conversion situation.

4) Negative keywords

The keywords of the original account are still a bit confusing, and some matches are not conducive to negative words.

For example, the "Insomnia-Treatment" plan includes many similar words such as "How to treat insomnia", and there are often matches with similar words such as "Can't sleep in the early morning" that contain "can't sleep" but do not contain "insomnia". What I did was to pull out the keywords containing "can't sleep" in this plan and create a unit, lower the bid for this part of the words, and at the same time deny "can't sleep" in other units. By adjusting similar words in the account, it is much more convenient to deny words in the account, and it also avoids more invalid consumption.

5) Stop some plans with particularly poor conversion rates

Through chatting with customer service staff, I found that there are some types of diseases that are difficult for us to convert, such as "menopause", "alcohol withdrawal", and "insomnia". These are not our strengths in treatment and the costs are also relatively high, so we ended up suspending these types of plans.

6) Adjustment of matching method

The biggest problem with small channels is the low traffic. In order to obtain more traffic, in addition to expanding keywords and optimizing creativity, I also adjusted the matching methods of the two accounts. One of the two accounts adopted a core-based matching method, and the other adopted a broad matching method (I opened the broad matching method after testing it and found it was not so confusing).

3. Creative optimization (improve click-through rate)

For the key planned units, several more attractive creative ideas were written specifically. At the same time, in the small accounts, letters were added in batches in front of the creative titles.

I usually add letters such as "abc" in batches in front, so that when checking the ranking, it is easy to distinguish which account it is ranking, and the adjustment will be more recognizable.

At the same time, some new creative pictures have been added, and Sogou's advanced creative styles have also been added, making the overall creative display style richer.

4. Time adjustment

I did not make any targeted adjustments to the promotion time period. The promotion time period of small channels cannot be set with a separate ratio. In addition, the budget is sufficient and the consumption allocated to each time period is not much, so the promotion time period of the account was not deliberately adjusted.

The overall data performance after adjustment:

3. Summary and analysis

In fact, the optimization idea of ​​the entire account is very simple. It provides multi-dimensional and targeted solutions to the main problems currently existing in the account.

Through optimization and adjustment, the account consumption is basically the same as before, but the number of conversations has increased significantly. The cost of consultation has been reduced from about 3,500 yuan to less than 700 yuan now, which is about one-fifth of the original amount.

By tracking the data, the channels I adjusted have formed a traceable marketing closed loop. The other two small channels also adopted the same optimization strategy, and the costs have dropped significantly. With monthly consumption within 20,000 yuan, the entire small channel Sogou, Shenma, and 360 can have about 30 visits each month, which is a significant improvement compared to the previous less than 10 visits.

This is an optimization idea for my small channel. This idea is also suitable for the current Baidu search, but it requires more dimensions of analysis. I hope this article can help everyone.

Author: Hu Jinzhong

Source: Hu Jinzhong