COVID-19 Paid Search TrendsCOVID-19 has changed a lot of things as people work from home, social distance, and practices struggle to find new ways to communicate with patients during uncertain times. Although it feels uncertain, now is not the time to suspend services like PPC and Facebook advertising. Keep reading for a breakdown of our data and how campaigns are performing right now!
Google AdvertisingOur Google Ads team has been keeping a close eye on how the outbreak of COVID-19 has impacted lead generation and ad engagement. Starting on March 1st, our team has been tracking the overall average performance of our campaigns and comparing them to the previous period. The numbers we’ve seen so far paint a positive picture for those who are able to continue their Search campaigns with Google. We plan to update these weekly to keep track of the latest trends to keep you informed. In all cases, traffic has dropped, but conversion rates have increased substantially. This simply shows that although overall traffic and impressions for services are reduced, the quality of the traffic is increased. Many practices are currently seeing increased Search leads as a result. Interestingly, this is in sharp contrast to Facebook, which has seen large increases for Ad-based traffic over the past few weeks.
LASIKMarch 11-20 (Compared to March 1-10) LASIK, maybe unsurprisingly, had the biggest jump with a 109% increase in conversions. This makes sense when we consider that the LASIK demographic is staying/working at home, and finding things to do to fill their time.
- 78% increase in conversion rate
- 18% increase in total conversions
- 6.5% reduction in cost per conversion
- 31% reduction in clicks
- 20% reduction in impressions
- 3.5% increase in conversion rate
- 13% increase in total conversions
- 18% reduction in cost per conversion
- 13% increase in clicks
- 9.5% reduction in impressions
CataractMarch 11-20 (Compared to March 1-10) Cataract advertising has seen a moderate increase in conversions at 45%. Our specialists were surprised to see an increase at all here, given that this is the demographic most impacted by COVID-19. Although, like the LASIK demographic, this could be about future planning during forced downtime.
- 81% increase in conversion rate
- 109% increase in total conversions
- 26% reduction in cost per conversion
- 17% reduction in clicks
- 6% reduction in impressions
Update (3/21-3/27):We’re starting to see a small drop in performance for cataract surgery campaigns. Considering how strong the previous period was, these drops are not dramatic but do indicate a slow decline in people seeking out cataract expertise. Overall, the numbers are still up over pre-pandemic numbers. It will be interesting to see how they fare over the next few weeks.
- 11% reduction in conversion rate
- 26% reduction in total conversions
- 13% increase in cost per conversion
- 17% reduction in clicks
- 25% increase in impressions
Eye CareMarch 11-20 (Compared to March 1-10) Eye Care (‘Eye Glasses/Eye Exams, etc) saw conversion increases of 57% in this period. According to Spenser Pontbriand, Director of Search Services, this is the least surprising increase. People have been rushing to get their appointments taken care of or order their contact lenses, etc. before practice closures hit home. If your practice offers online ordering for eye care supplies, there is ample opportunity to reach this audience using paid search.
- 45% increase in conversion rate
- 45% increase in total conversions
- 7% reduction in cost per conversion
- 7% reduction in clicks
- 11% reduction in impressions
- 21% reduction in conversion rate
- 66% reduction in total conversions
- 40% increase in cost per conversion
- 57% reduction in clicks
- 46% reduction in impressions