Episode 178: How Using Micro Targeting In Your Marketing Can Help With Expense

As we are starting to gear up for the upcoming holiday season we can count on a few things. the weather is getting colder, appointments start slowing down, and ad cost is going up!

In today’s episode, I talk about how to use micro-targeting in your practice’s marketing to help with your ad expense. Micro-targeting makes your marketing more effective and helps you have lower cost. 

Ad tools on facebook, Instagram and Google ads are amazing in that they have options where you can target micro-groups or small niches of groups so you can make extremely relevant content for these groups. 

a few things to always keep in mind with ads are:

1) who are you trying to target with your offer?

2) What are they looking for or in need for?

3) what kind of offer do you have that are beneficial to these kinds of groups?

Be aware that the more competition the higher ad cost becomes in Facebook and Instagram. In the holiday and election sesons cost for ads are going to rise.

To stand out on facebook and instagram you have to be extremely relevant in the types of content you are putting out. You will also want to make your offers more attractive and enticing to drive clients to your practice.

For google ads the cost to run ads there is lower, therefore, you have more options.

Retargeting clients that didn’t take you up on a special offer but were interested

Visitation recency- remind clients that its time to come in again as its been 6 or more months 

Microcontent – A piece of content that is specifically targeted to a very small niche group of people 

If you would like to learn even more about paid ads join me on October 9th for a special webinar all about paid ads for your veterinary practices digital marketing. To learn more visit www.veterinarymarketingpodcast.com/webinar

Be sure to listen and let me know if you have any questions, comments or need help with anything! 


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