Your Guide to Veterinary Pay-Per-Click (PPC) Ads
Pay-per-click (PPC) advertising, is an effective digital marketing strategy. Take advantage of the numerous benefits of having a veterinary PPC campaign for your veterinary practice. Here we want to explore the latest in vet advertising and provide a guide to your practice so you can start a successful campaign.
After all, your digital marketing’s ultimate goal is to produce results. Other digital marketing strategies like search engine optimization (SEO) efforts take time to materialize. Opt for a strategy that offers quick results for short-term goals as well as a strategy for long-term goals.
What Are Pay-Per-Click (PPC) Ads?
So first things first, what is a PPC ad? What makes this online advertising avenue relevant to your practice? Pay-per-click is an internet advertising strategy used to drive website traffic and convert visitors into more clients. They’re a great way to complement your marketing efforts for quicker, measurable results.
Using PPC is a great strategy to complement your search engine optimization efforts because your website gets bumped up in search engine results pages. Basically, you pay search engines like Google, Yahoo, and Bing to appear at the top of search engine results.
A veterinary practice only pays search engines when potential patients click on the PPC campaign ad. It’s an excellent strategy for a vet practice to get more leads based on search engine research.
PPC campaigns are not limited to location. When pet owners near you are searching for veterinary services, your practice will appear at the top of their search results.
It is important to note that pay-per-click advertising is different from social media ads, banner ads, native advertising, or remarketing ads. However, pay-per-click is definitely one of the strongest options out of these.
Why is it important for your practice to have PPC ads?
Investing in PPC ads like Google advertising can yield great results when done right. These are some of the benefits your practice can enjoy from engaging in veterinary PPC campaigns:
- Attract new patients in your area.
- Drive traffic to your website.
- Create brand awareness
- Increase conversion rates
- Effective reach to your targeted audience
- Customizable advertisement campaigns
- Fast results
The main goal of PPC advertising is to attract more pet owners to your veterinary practice in your area. When pet parents in your city or town search for vet practices online, your practice will show up at the top of their search engine results.
Through PPC ads, visitors are taken to a landing page and then visit your website. You can get ahead of your competitors by stepping up your brand awareness efforts. When more pet parents know your practice, you get more qualified leads.
Users clicking on your website don’t guarantee they’ll use your services. By investing in Google ads, there’s a bigger chance these website visitors will become future clients. You can use this strategy to boost your practice’s search engine rankings on other sites like Bing. Bing ads use a different algorithm but the same idea applies.
Google’s First Page
Let’s briefly review the different sections of Google’s first page. The Google ads section is the first two or three results at the top and will have “AD” bolded next to it.
Once you open Google.com, you’ll notice that Google search is different from Google maps. In turn, the results in the map section differ from those in a Google search.
When you invest in PPC, users will see your veterinary practice first when they look for veterinary practices in your local area.
Meanwhile, in the organic section are the websites that rank high according to Google’s algorithm. When your website is optimized, there’s a better chance for you to show up on the first page of results for your veterinary services.
Investing in Google ads is a great way to maximize your marketing budget, essentially because the ads section gets a whopping 45% of clicks. This “pay to play” strategy is certainly worth investing in for any practice looking to expand its reach.
Tips for Finding the Right Keywords for your Practice
Using the right keywords can make or break your PPC campaign. Keyword research is essential to make sure your ads are working. The right keywords help connect you to your target audience effectively. Keywords make your targeted ads more hardworking, so you can generate more patient leads. In short, keywords are pretty much the bread and butter of your campaign.
1. Research Relevant Keywords
Create a keyword list based on keywords with the highest volume, difficulty, and current ranking. Explore keywords that are relevant to your practice, such as the following:
- veterinarians near me
- pet hospital
- dog doctor
- pet clinic
- veterinary care
- emergency pet care
2. Get a PPC Tool
Invest in a PPC tool. You don’t have to conduct keyword research alone. Optimize your campaigns with platforms like ahrefs, Moz, Jaaxy, and Google Analytics meant to help you with your keyword research.
3. Regularly Update Keywords
Always update these lists because a practice’s performance online changes every month. It’s vital to revisit your digital marketing efforts to ensure you’re hitting your targets.
Don’t use too many keywords. To make sure clients end up on your landing pages, you must make each PPC campaign hardworking. Using too many keywords might affect the number of conversions your ad delivers.
Check out the Google ads your competitors are doing. To make your practice stand out, doing competitor scans can help you craft unique campaigns.
Designing an Effective Landing Page
It’s important to create landing pages that make it easy for possible clients to complete the desired action. Your PPC advertising efforts aren’t complete without a relevant landing page that offers more information mentioned in the advertisement’s headline.
Basically, your landing page should mirror the copy of your ad placement. If your copy is ‘San Diego Pet Hospital Free First Pet Exam W/ Coupon,’ the landing page should have the information clients need to contact your veterinary practice. This includes your contact information and location.
If your copy highlights a special introductory discount for new patients, the landing page should redirect new patients to a landing page that asks for their email addresses. This makes it easier for you to send them the voucher email they need for their visit.
If your copy focuses on a specific service or offering, the landing page should provide more details about the said service. Potential clients should be enlightened about what they can expect should they procure your services.
It should also be easy for clients to make transactions with your practice, like contacting your office or booking an appointment. These are vital in driving conversions.
Easy to See, Track, and Measure Results
Tracking the performance of every campaign is easy when you advertise online. Aside from CTR, you should take note of your campaign’s cost per click, impression, and conversions.
Cost per click refers to the amount you pay the publisher (or search engine) for every click on the ad. You can track your revenue based on the returns of these ads.
Meanwhile, impression refers to each time your ad is shown on a search result page. This gives you an idea of how many people have seen your ad. Conversions are the actions counted when someone interacts with your ad.
These metrics work together to provide you with a clear picture of how your budget has been yielding results. It’s easier to justify your digital marketing efforts when you see data to back up your campaigns.
When you monitor your targeted ad campaigns, you get an idea of what works and what doesn’t. This helps you make more effective plans for the future. The goal is to keep on improving every campaign and to generate more patient leads.
Click-Through Rate: A Key Metric
What’s great about PPC ads is the ability to measure your ROI. It’s easy for your clinic to track and monitor the results of your advertisements.
Your click-through rate or CTR is a key metric for determining your PPC ads’ success. Your CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. Your CTR provides a clear picture of how each campaign effectively generates patient conversions. A high CTR means users find it easy to locate your ad and find it relevant. You can recalibrate future marketing efforts based on the CTR for better performance.
Keywords are essential when it comes to advertising online. Negative keywords allow your veterinary practice to exclude particular terms from your campaigns. At the same time, this will enable you to focus only on the keywords that matter.
While negative keywords can be used to reach your target audience, using too many negative keywords might result in you reaching fewer customers. While you want your ads to be hardworking, you don’t want to lose opportunities to reach pet owners.
Negative keywords might damage your chances of reaching potential patients. Some patients use general terms when they’re searching online. You shouldn’t miss out on possibly reaching them by being hyper-focused with your keywords.
At the same time, negative keywords might not help you maximize your advertising budget. You want every paid ad to be hardworking, so the key is to strike a balance between targeted results and budget management.
VetMatrix Can Help Your Practice Launch A PPC Campaign
You can make the most of your marketing budget when you outsource your advertising campaigns to a tested and proven provider. Need assistance kicking off your veterinary PPC advertising? VetMatrix can help you! Our team of marketing professionals are experts in PPC advertising and other digital marketing solutions.