Digital Marketing
Central Vermont Medical Center (CVMC)
A hospital serving the population of Central Vermont and a member of the University of Vermont Health Network.
Located in Berlin, Vermont, Central Vermont Medical Center (CVMC) is the primary health care provider for those living in the 26 communities that make up central Vermont. It is one of the UVM Health Network’s 6 hospitals, offering 24-hour emergency services as well as both inpatient and outpatient care. In 2021, CVMC turned to Bytes.co to handle the management of their Google Ads account.
Project Details
- SERVICES USED
- KEY HIGHLIGHTS
- Comprehensive conversion tracking to incorporate phone calls
- Updated Google Ads campaigns to align with best practices
Google Ads Management
Prior to our management, CVMC had been working with a different digital marketing agency to manage their Google Ads campaigns. When we took over management in May 2021, we had two immediate goals. First and foremost, we needed to implement comprehensive conversion tracking to accurately track and attribute phone calls made from Google Ads traffic. Second, we needed to update campaigns to better align with best practices.
Our focus has been on driving contacts in the form of phone calls for CVMC departments with capacity for new patients. To do so, we expanded conversion tracking with dynamic on-site call tracking and Google Ads phone call extension call tracking. Since launch, we have managed a variety of search campaigns, including: Rehabilitation Therapy, Orthopedics, Women’s Health, Primary Care, Cancer Care, and Express Care. Comparing data from before our management to this years numbers, we’ve seen astounding improvements in key performance indicators and website contact link clicks.
Google Ads Improvements
Increase in Click-Through Rate
Increase in Conversions
Increase in Conversion Rate
Decrease in Cost per Conversion
Google Ads Now Account For:
Of Total Contact Link Clicks on Site
Google Ads Contact Link Conversion Rate is:
Higher Than the Site Average
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