5 Major Reasons We Recommend Google Ads for Veterinarians
There are more ways than ever to market your veterinary practice, but some methods are better than others. One especially formidable weapon is Google Ads, which, if wielded correctly, can give your practice the boost it needs to stand head and shoulders above all the other competing practices in your area. Interestingly enough, as of 2019, only about 11.8% of animal hospitals are known to be using Google Ads for their websites. You know what that means–having Google Ads in your arsenal will give you the upper hand in your market.
But First–How Does Google Ads Work?
Google Ads is currently the most popular and highly utilized PPC advertising system for businesses worldwide. It operates on a PPC, or pay-per-click, model. With PPC marketing, you only pay for it when someone clicks on your ad. This click will send the user to the appropriate landing page on your website. A click will always cost you more if there is a larger pool of marketers/practices competing for the same audience you’re aiming for. Basically, you’re engaged in an online bidding war–where the highest bidder gets the prime ad space. To increase your odds of getting your ad displayed at the top of the Google SERP, you’ll need to use quality and relevant keywords in your ads and bid at or above the recommended price range.
Google Ads is not the only marketing tool you need to succeed, but it is one of the most important, especially if you’re serious about driving traffic to your website and generating more leads.
It Can Help You Target the Right Audience
With Google Ads, you’re not publishing ads that will be seen by just anyone. With its editing tool, you can choose which demographics to target–essentially, you’re choosing who gets to see your ads. You can also target specific zip codes. You’ll have a variety of audience targeting options to select from to help you laser focus your marketing campaigns.
Some of these options include:
- In-market audiences– Target people that are actually actively looking for your services and/or products
- Custom audiences– You can define your audience using specific keywords, URLs, and more that are related to your services
- Detailed demographics– This option helps your ads reach certain segments of the population, such as seniors, new families, homeowners, etc.
- Similar audiences– This option will automatically find new clients that are similar to your existing clients
Analyze Your Campaign Results in Real Time and Adjust Your Ads Accordingly
This is one of the major perks of using Google Ads. You can analyze your ad campaign results to see if you’re getting your money’s worth. If you find that one of your ads isn’t performing as well as you anticipated, you can go in and adjust your messaging and/or budget and see if that gives you the results you’re looking for. Over time, you’ll be able to figure out what works and what doesn’t. Keep in mind that this can take a bit of practice; it takes a bit of trial and error to master Google Ads.
Achieve Higher Visibility in Google Search
It’s what every practice (and business in general) wants. However, reaching the top takes time and effort, and you’ll need to work to maintain your pride of place–because at this very moment, multiple other practices are gunning for that spot. Ranking high in Google is a fierce, ongoing competition that requires continuous optimization and marketing efforts. Otherwise, it’s just a matter of time before other practices steal the spotlight and push you further down the list.
Routinely putting out stellar Google ads containing high-quality keywords and bidding high will help you achieve higher visibility on the SERP (search engine results page) and increase traffic to your website.
Increase Your Clientele
Using Google Ads correctly can help you boost your clientele numbers. Via iVET360: “Hospitals that utilize Google Ads saw a 19 percent increase in number of reviews over those that did not. For iVET360 clients in particular, Google Ads are currently the leading contributor to new client generation.”
While there’s no guarantee that putting out your first (or second) Google ad is going to draw in a new crop of clients, building ads correctly and putting them out regularly can help you gradually (and over time, dramatically) increase web traffic, calls, and conversions. Don’t miss out on the opportunity to grow your practice, especially if your competitors are using Google Ads to promote their practices (and it might be best to assume they are).
Raise Your Revenue
Of course, the last and most important reason to integrate Google Ads into your marketing arsenal is to increase your practice revenue. When your marketing team learns the ropes and is able to use Google Ads effectively, their efforts can yield pretty remarkable results.
Here are some of the key steps to succeeding with Google Ads:
- Use keywords in your ads that people in your target audience are searching for
- Be seen (ideally before your competitors) on the Google SERP
- Get ad clicks that result in higher web traffic
- Convert that traffic into phone calls
- Get those callers in the door
How InTouch can Help You with Google Ads
The caveat of getting started with Google Ads is that it has a steep learning curve. Attempting to use it yourself could take more time and effort than you’re able to spare. There are many rules and guidelines involved, and developing an outstanding PPC strategy requires heaps of skill and creativity. Plus, the amount of competition you might be facing can get overwhelming, and if your ad campaigns are not succeeding, using Google Ads can get expensive very quickly.
At InTouch, our PPC specialists can manage your ad campaigns for you so you don’t have to keep checking in on them yourself and making changes to try and boost conversions. It’s our job to get your practice to where it needs to be, and we’ll keep you in the loop regarding any changes that need to be made to your ads.
Our goal is the same as yours–to expand your digital reach in your location, help you get the attention of your desired audience, generate valuable leads from that audience, and get pet parents calling and walking through your doors.
If your veterinary team needs help getting started with Google Ads, get InTouch by calling (800) 493-9003.