Adwords are a no-brainer for nearly every veterinary practice. Your clients and potential clients are out there searching right now for veterinary services all you have to do is get your ads out there in front of the right target market. In fact, if you are slow or having trouble getting people in the door, I think AdWords are one of the easiest ways to get people in the door quickly.
In today’s episode, we’re going to be covering five really simple and implementable things you should do to help increase ROI and effectiveness of AdWords in your veterinary practice. Best of all, these tips are really simple to use.
First, one common mistake I see often is that practices aren’t dayparting their ads. Dayparting is when you run campaigns and ad sets for specific timeframes throughout the day. Let’s say for example you’re only open from 7am to 5pm, if you and the staff aren’t there to perform services and take calls the ads that you’re running at that time probably won’t be effective. Make sure that your ads correspond with when you’re open, especially if you’re running on a limited budget. You want to have the highest chance of getting someone who will bring their pet to your practice.
The next concept I cover is using Adwords express VS standard Adwords. Although it sounds appealing to use AdWords express I feel that having additional control is more important. Fight the urge to let Google tell you what to be advertising on, especially if you have a limited budget. It is easy to go down a rabbit hole of broad match words that aren’t the right fit when you can target more transactional phrases that will convert to actual clients.
In this episode, I also cover AdWords callout extensions and explain how they can help you convert more impressions into clicks. You get to have your ad take up more space, and you allow the potential client to pick what they are interested in. An important aspect of callout extensions is to make sure that the specific services you advertise point to a page that is related to that callout.
One common mistake I see with many veterinary practices AdWords accounts is that they create one campaign, one ad set and then they stuff every possible keyword or too many keywords for that matter into the ad set. This ends up diluting the ad set and decreases click-through rates and relevance for the ad. I suggest making smaller ad sets so that you can more closely track keyword performance and optimize ads so that you improve ROI.
The last item that I talk about is making sure your Analytics and AdWords are connected so that you can get greater insight into what the traffic is doing once they click through. If you’re going to be paying for traffic, it is important to know what is happening when they get there.
If you have any questions or need help with your digital marketing, please don’t hesitate to reach out.
Also remember to join my Facebook Group: Veterinary Marketing Nerds.