Covid-19 and the effect on online advertising
The current crisis caused by the COVID-19 outbreak has turned our world upside down. The UK has been in and out of lockdown for almost a year now, which has had a massive impact on our way of life. This in turn, has an unprecedented impact on the dental industry, limiting treatment options, forcing investment in PPE and the introduction of virtual consultations.
It’s clear Coronavirus has changed day to day life for the time being. But how has this period of lockdown impacted our online behaviour?
Let’s take a look at the changes in search levels of popular dental-related searches carried out over the last year:
Dental Implant Searches
While there was a clear drop in the number of searches around the 23rd March, the volume has recovered over the last 9 months.
Invisalign Searches
Again there was a drop in March but the search volume has rebounded and now there are more searches for Invisalign than before lockdown which is a massive positive.
Emergency Dentist Searches
Searches for ‘Emergency Dentist’ saw a big spike during the first lock down and then again in October, whilst remaining constant throughout the other 12 months.
So, we can see that the population of the UK is still interested in and are searching for, implant and emergency related treatments. And, an increasing number are actively seeking orthodontic treatments such as Invisalign.
Increase in conversions and performance
Across the board there has been a drop in online advertising spend and performance, however there have been a few industries which have had a positive impact during the pandemic, healthcare being one of them. According to a study conducted by Wordstream, the healthcare industry has seen a huge spike in conversions (see statistics here ) and this is reflected by our own advertising data.
Here is a summary of our Google Ads performance over the last month:
compared to this time last year:
As you can see, there has been a clear improvement in performance, with increased click volume, a lower cost per click and a better conversion rate.
Here are some case studies which indicate the results that can be achieved with a Google Ads campaign currently.
Implants
Practice location: Poole
Budget: £250
Conversions in the last 30 days: 12
Conversion rate: 11.11%
Invisalign (Adult Braces)
Practice location: Salford and Ashton
Budget: £300
Conversions in the last 30 days: 27
Conversion rate: 18.75%
Emergency
Practice location: Nottingham
Budget: £200
Conversions in the last 30 days: 20
CTR: 9.16%
If you are interested in Google Ads, and how they may benefit your practice, please contact us on 01202 677 277. We have a team of Google Ads professionals who can answer any questions you may have.
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