Ads are difficult for a lot of veterinary practices, and it makes sense. Ad platforms can be confusing, and often when you’re working in a practice, you’re really close to the offers and content, so it can be hard to figure out the best ways to reach and target your clients or prospective clients.
In today’s episode, I cover some really simple and practical tools to help you with your paid ads. I cover how to see if they’re working and what to do if they aren’t.
If you’ve ever run ads before, then more than likely you’ve had some results that weren’t what you were hoping for. It happens to everyone who runs paid traffic to try and get new clients, but it doesn’t mean that ads don’t work. Ads can be just like when a patient comes into your practice, they can’t tell you what’s wrong, but you take a look at the symptoms and start to diagnose what it could be.
I cover a framework to help you identify the problems you’re experiencing and how to turn around ad campaigns that aren’t working. To begin this process it is important to break down your end goals into macro and micro conversions.
Macro conversions are the big goals you have, like getting people in the practice, while micro conversions are the small steps in between first seeing an ad and then coming in. The most common micro conversion problems that we talk about today are:
- Getting Impressions
- Getting clicks
- getting opt-ins
- Getting email opens
- generating clear calls to action, like booking appointments or getting calls
If we can identify the micro conversions that aren’t working, from there we can make small changes to improve campaign performance and turn the ads around. You don’t have to scrap an entire campaign just because one piece isn’t working. If you have any questions or need help with anything be sure to reach out!