A great blend of emergency room and urgent care, The Urgency Room is competing with both of these individual services for the opportunity to help patients quickly and professionally. There is a large amount of competition and gaining a customer can turn into a long-term relationship.
When running SEM campaigns in an industry with a high level of competition, staying under budget and on-target for cost per acquisition is not easy. The Urgency Room had focused ad spend primarily in traditional channels and was something of a newcomer to digital, but they were really looking to make an impact with their target patient.
The brand is very focused on quality and trustworthiness, and they want their digital presence to reflect that. They show wait times for each location online, but, typically, conversions cannot be tracked for a lot of users who are coming to the site then going to a location. Also, because of the nature of their service, there needs to be sufficient focus on mobile ads to make sure they show up well when people need them most—on the go.
Because they provide a service that we do not really want to “sell,” we approached writing ad copy and choosing keywords from the perspective of using our ads as a way to help searchers understand if Urgency Room really was their best option. They aren’t as cheap as a typical urgent care, but they provide more services and are faster than an emergency room; by using this unique value proposition, we made digital impactful for their business.
Writing ad copy that focused on the problem and solution, regardless of including keywords or calls-to-action made our expectations for Urgency Room’s success a reality. Since beginning to manage their account, cost per acquisition has dropped every month, allowing for increased traffic and conversions within their budget.
Our approach to keywords (start broad, review, then narrow) has been incredibly successful for The Urgency Room. Identifying the sets of keywords at each location that are most likely to turn into a potential patient makes the experience for all parties better. Ultimately, Urgency Room is benefiting from having highly targeted advertising because we have made sure that the people who see ads will genuinely benefit from them.
It’s not always easy to narrow your focus in digital advertising and become more relevant over time—ask us how it’s done.