Blog Market Your Clinic (3/3): How to Optimise Your Digital Ads

Now that you’ve decided on your digital marketing channel and launched your ad online, the next step is tracking ad performance. 

Why measure ad performance?

You can’t manage what you don’t measure. Analysing ad results will help you make better business decisions by avoiding poorly performing channels and improving ad content. Key performance indicators (KPI) such as “click-through rate” and “conversion rate” can help you measure the effectiveness of your digital ads. 

What is “click-through rate” and “conversion rate”?

“Click-through rate” or “CTR” is the ratio of clicks your ad gets to the total number of people who viewed the ad - also known as impressions. For example, if your ad received 10 clicks and 100 impressions, its “CTR” is 10%. The higher the “CTR” the better. This shows your ad is effective in attracting prospects to click into the ad to find out more about your marketed service.  One tool to track “CTR” on your website is Google Analytics. A good “CTR” varies, depending on what you’re advertising and where. For example, a “CTR” below 1% on Google’s Search Network means your ad is not reaching the right audience. Use Google’s ad tips to boost your ad’s CTR on the search engine. 

“Conversion rate” is the percentage of patients who meet your ad’s goal. For example, booking an appointment at your clinic online. “Conversion rate” is one of the best ways to measure your ad’s performance because it reflects the ad’s success in meeting its objective.

How to measure ad performance?

Plato is your Clinic’s Operating System. It’s a clinic software with everything you need on one healthcare platform, including ad performance tracking. In Plato, there are two key ways you can track ad performance.

1. Use Plato’s “Intelligence” reports - Track your clinic’s digital marketing data using Plato’s comprehensive reporting. Get insights to the online ads and channels that bring in the most revenue and work best for your practice, so your clinic is empowered to make better marketing decisions.
2. Use BI tools integrated with Plato - Build custom marketing reports specific to your clinic using Business Intelligence (BI) tools, such as PowerBI, Tableau, Qlik, or Mode. With BI tools, your clinic gets a clear overview of digital marketing KPIs, such as “CTR” and “conversion rates”. 

Curious to see what a custom marketing report could look like for your clinic? Get a glimpse of PowerBI’s digital marketing report in the video below.

Go Beyond Marketing with BI tools in Plato

BI tools aren’t used solely for marketing. Since your clinic management software is rich with data, you can also integrate your Plato with BI tools to make data-driven decisions related to:

• Profit generation
• Identifying the best treatment plans for patients 
• Implementing value-based care

Healthcare systems in Asia - including Singapore, Malaysia and Hong Kong - are already investing in value-based care to manage the rise in chronic diseases and ageing populations. BI tools help healthcare providers tackle the complexity of value-based care, by providing quality structured data to track patient outcomes, allocate resources, set budgets and coordinate care.