GOOGLE ADS ADVERTISING PLATFORM AS AN EFFECTIVE PROMOTION STRATEGY AT SPECIALIST DOCTOR CLINICS IN BANJARMASIN CITY

Abstract

This study explores the effectiveness of using Google Ads as a promotional tool for internal medicine specialists in Banjarmasin. With a research period from March 3, 2024 to September 23, 2024, the data analyzed included a total of 2,370 interactions and 1,010,000 ad impressions. Quantitative methods were used to evaluate key metrics, including cost per click (CPC) which averaged 1,800 rupiah. Results showed that 97.1% of interactions and 90.3% of impressions came from mobile devices, indicating the dominance of mobile devices in health information access. The analysis also revealed that CPC costs for mobile phones were lower than computers, reflecting the responsiveness of users to the ads displayed. These findings suggest that specialists need to optimize their ads for mobile devices and leverage analytics data to improve targeting strategies. Thus, this study provides valuable insights into the utilization of digital marketing in increasing visibility and interaction between healthcare practitioners and patients.