case study
my emergency doctor
My Emergency Doctor provides consistent, safe, and quality access to Emergency Physicians 24/7/365 to improve accessibility of health care to Australians. With contracts to provide after hours medical consultations for residents in define primary health networks Bel. Digital is super proud to have played an integral role in ensuring call targets were met and contracts were renewed.
14.33% CTR
During the past 20 months 14.33% of people clicked on the ad when they saw it
23.40% CONV
Jan 2021 to Sept 2022 23.40% conversion rate after clicking on an ad
9,970 CALLS
9.970 people helped via phone or video call by My Emergency Doctor
$11.80 CPA
Cost per conversion/call from Jan 2021 to Sept 2022 was $11.80
about my emergency doctor
My Emergency Doctor (MED) was founded in 2016 by Sydney-based emergency physician, Dr Justin Bowra (MBBS FACEM CCPU), who wanted to provide access to specialist emergency doctors to Australians, no matter where they lived.
In 2022, MED is taking pressure off emergency care delivery by supporting people in their homes via phone telehealth video solutions during the pandemic.
Using the power of technology, My Emergency Doctor has now grown to be the leading Australian emergency telemedicine service providing more convenient, quality, and timely access to emergency medical support around Australia.
The problem
My Emergency Doctor had two problems to tackle when they first reached out to Bel Digital. Their Google Ads were doing ok but they weren’t amazing. Previous resources varied, lacked current Google Ads knowledge & were stretched amongst other priorities. MED knew it was time to seek an external review from a Google Ads expert.
Seeking an initial audit MED wanted to verify current account setup and performance to see if their Google Ads were well optimised & making the most of their ad spend.
The initial brief, was to complete an audit. This quickly turned into a large scale optimisation and retainer agreement for ongoing Google Ads management and digital marketing consultation for My Emergency Doctor starting in November 2020 and continues today.
what Bel. Digital found
- Ads were enabled 24/7 when contracts were for after hours only resulting in wasted ad budget
- Broad keywords resulting in wasted ad spend
- Non-converting costly symptom focused ad groups
- Leaving money on the table by not having complete thorough keyword research
- Inconsistent ad copy punctuation & extensions missing
- Negative keywords didn’t exist resulting in wasted budget
- Account settings not correct to ensure informed account management
ad schedule
Added an ad schedule to each Primary Health Network campaign, reflecting the contracted hours of operation ensuring we reached our audience when we can help them.
keyword research
Extensive keyword research was carried out to assess total volume of available traffic. The previous account barely scratched the surface.
account review
Performance reviewed, expensive non-converting ad groups & keywords were paused. Following the keyword research many ad groups were added.
extensive negative keywords
Account wide extensive negative keyword lists were created & applied to relevant campaigns.
knowledge
My health degree uniquely places me to expertly understand My Emergency Doctor’s industry & business model.
ongoing consulting
Additional consultating hours combined with internal marketing expertise to take My Emergency Doctor to the next level.
our solution
The My Emergency Doctor PPC strategy mirrored their business goals; seeking as many conversions for the available budget in order to help as many people as possible.
The Google Ads account was overhauled top to bottom, creating visability of high performance areas. Under performing ad groups & keywords were paused.
The addition of new ad groups, keywords and negative keyword lists meant budgets were used efficiently. The comprehensive review set us up to easily scale into the future.
The Google Ads will continue to support My Emergency Doctor core business & vice versa and I look forward to continuing to kick goals in partnership with the team.
results
In the last 20 months, Bel Digital has taken a very inefficient Google Ads account and optimised it achieving spectacular results while dealing with increased competition, COVID, lockdowns, and wildly changing consumer behaviour.
During the first month alone, I doubled their conversion rate and halved the ad spend.
In December 2020, we the account started with 29 conversion per month. During the past two years new territories/campaigns were added to the Google Ads account.
And in just over a year is now achieving over 720 conversions per month. The average conversion rate is 23.40%.
One Google Ads campaign performed so well, that we had to turn it off mid way so My Emergency Doctor didn’t exceed contractual obligations with their client.
My Emergency Doctor renewed another contract for another year off the back of exceeding call number targets, 80% of the traffic for these calls was generated by Google Ads.
Belinda is an astute & dedicated Google Ads Specialist, working with passion to improve brand awareness and conversion rates for us. As a specialised service in an emerging field, sometimes there are complex concepts to comprehend about our business model but Belinda has never hesitated to delve deeper into our business, asking questions & thinking critically in order to ensure efficient spending of budget & execute all the technical details to maximise leads to our business.
Rani Mayer
MY EMERGENCY DOCTOR, SYDNEY NSW