Connecting People to Health Information They Can Trust

Finding trustworthy health information has never been more important. familydoctor.org, the American Academy of Family Physicians’ consumer-facing website, provides health information that is vetted by physicians. familydoctor.org’s Symptom Checker is a revolutionary tool that combines the ease of a mobile-friendly website with the trust of a doctor. Users select their symptoms and are given potential causes for their health issues. The Symptom Checker was already widely recognized as a trusted source of health information and had the lowest bounce rate on the site. But many consumers go straight to Google and miss familydoctor.org’s symptom checker tool.

Social Driver launched a Google Ad campaign designed to target users in their search journey as it relates to common ailments and symptoms. Running a Google Ad campaign and focusing on ad copy that was question-based, such as “Cold or Flu?”, made the most sense for reaching our target audiences, as it aligned with how people were already searching for health information. Throughout the campaign, our ads focused on common symptoms of illnesses that were geared toward providing helpful information for users about possible causes.

The familydoctor.org interactive Symptom Checker has helped millions of users access physician-vetted health resources they need. This specific Google campaign achieved a 24% click-through-rate, which is 12 times the industry average, generating more conversions than any of familydoctor.org’s other previous efforts on Google Ads. The campaign also pushed the Symptom Checker to become the second-most visited landing page on familydoctor.org, increasing overall site retention.

Learn more about the Symptom Checker: