Digital marketing gives companies a big boost in brand awareness, and MGH has the numbers to prove it. In 2024, our Google ad campaigns alone have created:
- 320K+ impressions from search, display, and video ads
- 2K+ conversions from search and display ads
- Conversion rates that were 5.6 times higher than industry standards for search ads and 14.9 times higher for display ads
What Is Middle Georgia Heart?
Middle Georgia Heart LLC (MGH) is a cardiovascular practice in the Middle Georgia region comprised of three cardiologists, five nurse practitioners, and an entire team of nurses and staff. Serving patients since 2011, the practice features six offices spread out across Macon, Warner Robins, Forsyth, Milledgeville, Dublin, and Griffin.
For years, M&R Marketing has partnered with Middle Georgia Heart, helping the practice boost its brand and promote its services to target audiences who live, work, or play in and around Middle Georgia.
Since 2017, we have created and executed numerous marketing strategies for Middle Georgia Heart, with services that have included:
- Website design
- Logo design and other branding services
- Print advertising
- Blog article development and management
- Social ads
- Digital ads
Among others. And while we could analyze the outcomes of all the marketing strategies we have executed and evaluate each one’s performance or reception among MGH’s audiences, the strategy we really want to look at today is Middle Georgia Heart’s digital ads.
What Digital Ad Strategies Does Middle Georgia Heart Currently Use?
Google Ads
MGH has used Google Ads since 2019 to reach target audiences in and around Middle Georgia. With a mix of search ads, display ads, and video ads, the practice has seen consistently positive performance results from all three ad types.
Search Ads
MGH’s paid ads appear at the top of page one on Google in relevant searches. So, the first thing people in the area searching “cardiologist near me” are likely to see is a Middle Georgia Heart search ad.
Display Ads
The Google Display Network consists of millions of Google-owned websites and partnering sites that display ads relevant to users who visit said websites. From local news sites to blogging sites, YouTube, Gmail, apps, and a million more, MGH’s display ads appear for users whose browsing behavior, demographics, and even interests align with the info specified in the campaign.
Video Ads
Middle Georgia Heart’s video ads play for target audiences who watch videos on YouTube. MGH’s ads are skippable and play either before the desired video begins or after it has ended.
Social Ads
We recently began an ad strategy for Middle Georgia Heart on Facebook to increase brand awareness and encourage conversions among their audience. Users who match the characteristics of MGH’s target audience will encounter the practice’s ads as they scroll through their feeds.
Geofencing
At the beginning of 2025, we will be launching Middle Georgia Heart’s geofencing ad campaign, reaching users in the area who cross preset geofences with their smartphones or other Wi-Fi-connected and tracking-enabled devices. Once a user crosses the boundary with their device, MGH’s location-based ads will be triggered to display on any one of 600,000 different websites or apps the user visits. The user can receive MGH’s location-based ads as soon they enter the geofence and for up to 30 days after leaving the fence.
How Have Middle Georgia Heart’s Digital Ads Helped the Practice Grow?
We can only evaluate MGH’s Google Ads performance since its geofencing ads have not launched yet. Below are data and performance results from reports covering 2024’s Q3 (July-September) and an annual report evaluating most of 2024 from January 1 to December 18.
Search Ads
Middle Georgia Heart’s Google search ads performed phenomenally well, both in Q3 of 2024 and throughout the year.
Q3 2024 Results
- 12,215 impressions
- 1,627 clicks
- 32% click-through rate*
- 295 conversions
- 11% conversion rate**
2024 Results
- 46,242 impressions
- 6,007 clicks
- 99% click-through rate*
- 1,134 conversions
- 88% conversion rate**
*The average click-through rate benchmark for those in the health and medical industry is 3.27%.
**The average conversion rate benchmark for those in the health and medical industry is 3.36%.
What These Results Mean
In addition to reaching thousands of audience members throughout the quarter and the year via Google searches, Middle Georgia Heart’s click-through rate and conversion rate are well above the standard for other medical practices.
This means MGH is attracting more leads and ultimately converting more leads into patients at a far greater rate than what is expected and what competitors are achieving.
Display Ads
Regarding Middle Georgia Heart’s display ads, results are equally as impressive as its search ads performance:
Q3 Results
- 5,984 impressions
- 201 clicks
- 36% click-through rate*
- 35 conversions
- 41% conversion rate**
2024 Results
- 43,369 impressions
- 587 clicks
- 35% click-through rate*
- 72 conversions
- 27% conversion rate**
*The average click-through rate benchmark for those in the health and medical industry is 0.59%.
**The average conversion rate benchmark for those in the health and medical industry is 0.82%.
What These Results Mean
A conversion rate of 17.41% for the quarter and roughly 12.27% for the whole year (we are analyzing from January 1 to December 18) is exceptionally impressive, considering the expected conversion rate for a medical practice like MGH is only 0.82%.
These results show that Middle Georgia Heart’s display ads are attracting and converting a well-above-average amount of target audience members who are not actively searching for the services MGH offers. Those reached through display ads are not actively searching for solutions on Google; instead, they passively encounter these ads and choose to take action and reach out to the practice.
Video Ads
A lot of people saw MGH’s skippable in-stream video ads on YouTube and the Google Display Network throughout the quarter and the year:
Q3 Results
- 53,091 impressions
- 38,098 engagements
- 76% engagement rate
2024 Results
- 231,000 impressions
- 163,000 engagements
- 31% engagement rate
What These Results Mean
It’s not unusual for video ad impressions, engagements, and engagement rates to be on the higher side across all industries. But for MGH to see more than 231K impressions and a 70%+ engagement rate throughout the year thanks to its video ads means that the practice reached a ton of people, increasing its brand awareness and positively affecting its lead count and conversion counts.
Digital Ads’ Impact on Middle Georgia Heart’s Brand
M&R’s approach to Middle Georgia Heart’s digital ad campaign is highly strategized, optimized, and results-driven. Through regular analysis of KPIs like impression counts, click counts, click-through rates, engagement rates, and others, we have seen a positive increase in several areas of MGH’s marketing efforts throughout 2024 and over the last five years.
Increased Brand Awareness
One of the big benefits of digital ads is getting a brand’s name out in front of as many valuable target users as possible. The users in MGH’s target audience with browsing behaviors and demographics that match the criteria specified in their campaigns are inclined to see MGH’s name and messaging on a regular basis. This is achieved through effective search, display, and video ads. As a result, MGH benefits from increased
name recognition and brand recall so that if and when any of these users need cardiological care, Middle Georgia Heart will be the practice they gravitate toward.
Increased Lead and Conversion Counts
Brand awareness sets the stage for lead generation and conversions—after all, for someone to become a potential patient of MGH, they need to know the practice exists first, right? Once brand awareness is achieved, a user can then show interest by clicking on an ad and gathering more information from the landing page or web page connected to the ad. From there, the user can fill out a form or call the provided number to schedule their appointment (aka, perform a conversion).
The fact that MGH’s search and display ad reporting both show above-average click-through rates and conversion rates signifies the impact that its digital marketing efforts have had on the growth of its practice. MGH has been able to reach users and earn conversions at a higher rate than similar companies in the health and medical industry. And with increased conversions, the practice is better positioned to welcome new patients and grow as a business.
M&R loves being a partner in Middle Georgia Heart’s growth journey, and we welcome the opportunity to become your partner in growth, as well! Call 478-621-4491 today!
From digital ads to social media management, SEO optimization, and traditional marketing, we have the marketing solutions you need to push your business further. Our in-house team of digital strategists, copywriters, designers, web developers, project managers, and business development managers are all in to help you promote your brand in the most strategic ways possible.
To learn more about taking your marketing to the next level with digital ads, call 478-621-4491 or contact one of our business development managers today.
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