Every veterinary hospital needs to be running paid digital marketing campaigns because it is the best way to bring new clients into your veterinary hospital. There are so many parts to every ad campaign though that it is a good idea to have a checklist to run through each of the components of the ads that you run. I mentioned that veterinary practices need to be running digital marketing campaigns because sometimes you won’t be running a direct response campaign where you are trying to get a client to take a specific action but instead you’re trying to get awareness for your practice.
In today’s episode I cover the three parts to of a campaign, which is made up of the ad, the landing page or content and then the follow up. Before you even begin considering running a campaign you need to consider two items: who are you trying to target and then what is the goal. Who you’re trying to target will affect the type of offer or content that you need to create and ultimately should tell you what the goal should be. If it is someone who is a complete stranger who has never heard of you or your practice then creating an offer that sells specialty cat dental programs for example, probably won’t get the conversion that you’re looking for. Distributing content that segments and creates a remarketing list would be a far more appropriate campaign to create instead. Knowing what the goal is will tell you how to measure success. Are you trying to get impressions, clicks, conversions, clients or purchases? Being able to have a clear objective will help you to be successful.
Once you know who you’re going to be marketing to, what you’ll be marketing and how to measure success we get into what to do to create the ad. The ad is the first piece of the whole process and it needs to call out to the specific intended audience and then be compelling enough to take people to the next step which is the landing page. We cover a checklist of times you should consider when creating the ad. Next is the landing page, which should only serve one specific purpose. Many times ad campaigns fail because the landing page isn’t set up to do one specific job. Driving traffic to non specific pages, like a veterinary practice’s home page for example is a way to fail for sure. Once you’ve converted it is now time to follow up and set expectations.
If you ever need help or want a second set of eyes on your ad campaign let me know! Send me a message at Brandon.firstname.lastname@example.org