Covid-19 and the effect on online advertising

26th February 2021 | | Marketing, Pay Per Click

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.

More posts from our team


Previous Post:
Next Post:

Back to all news

Reviews2021
Five Star
Reviewed Marketing
"Excellent service from James at Dental Design, thank you very much for your prompt attention whenever I get in touch! Would definitely recommend to a friend" Alison Tarmey View Full Testimonial
"Would definitely recommend to a friend"
"As a dental practice manager I cannot recommend Dental Design highly enough. They are just brilliant at what they do. Lucy and her colleagues are just an email or a phone call away...." Emma Smith View Full Testimonial
"I cannot recommend Dental Design highly enough"
"Really great company to deal with. They always respond quickly and are truly reliable. I would 100% recommend, the staff are so friendly and helpful." Michelle Molloy View Full Testimonial
"Really great company to deal with"
"I got increased traffic and new patients applying to my surgery, once Dental Design upgraded my website. They are very professional, efficient & adaptive to new situations..." Joanna Gallop View Full Testimonial
"Very professional, efficient & adaptive to new situations"
"Lucy has been a star, responding to and acting upon our requests in a prompt, efficient and professional manner, as well as the rest of the Dental Design team..." Abhay Shah View Full Testimonial
"I cannot recommend them highly enough"
"...Since the website has been up and running Lucy Mander has been our point of contact. She has been invaluable and gone out of her way to help us, especially during COVID-19 lockdown... " Lucy Jones View Full Testimonial
"Has been invaluable and gone out of her way to help us"
"Thank you for all your help and support, and the provision of valuable learning aids for our patients and staff alike in these difficult times. We love the look of our practice website. Very professional!" Sandra Luck View Full Testimonial
"We love the look of our practice website. Very professional!"
"Dental Design stood out both in their knowledge of the industry and their professionalism and can-do attitude. All of their staff are exceptionally competent and knowledgeable..." Harvey Rook View Full Testimonial
"Dental Design stood out both in their knowledge of the industry and their professionalism"
"Having done extensive research into all the dental website companies, the team and package offered at dental design was unrivalled..." Neil Shah View Full Testimonial
"The team and package offered at dental design was unrivalled"
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
"absolutely fantastic and are always on hand to help"
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
"Dental Design are fantastic to work with"
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
"always met with a swift and professional response"