Google ads, News, Paid Search, PPC ads, SEO,
How can Google Ads & Paid Search help to grow my veterinary practice?
There are numerous tools up our digital marketing sleeves that can help to drive the level of online and offline growth that will allow your practice to thrive.
So, let’s start with arguably the most powerful tool of all: Paid Search.
What is Paid Search?
Paid Search is a term used to describe using paid advertising such as PPC (pay per click) across search engines such as Google and Bing. (Bing Ads are now called Microsoft Advertising but we’re going to stick with Bing Ads in this blog).
Why Google and Bing Ads?
A thoughtful Paid Search strategy can help you to grow your veterinary practice in numerous ways.
Why?
Well, for starters, Ads allow your practice to target specific keywords that you know users with the intent to register or engage your services are searching for.
And let’s not forget the fact that with Paid Search, you can target a very specific audience based on postcodes, cities, and your local area. These are your potential new clients!
Sounds good, but what can I expect from a Google Ads or Bings Ads campaign?
There are two main ways that these Ads can be used to drive meaningful growth for your veterinary practice.
Local Ads to boost new client registrations.
Firstly, searches for terms such as “local vets” have a certain level of intent behind them so it’s not unreasonable to assume that someone searching for those keywords needs to find a vet in their local area as soon as possible.
Alternatively, you could, of course, choose to run a social media ad campaign, which might well drive some success.And yes, there is a but coming up here…
Your ads will ultimately be served to at least a percentage of people who have little to no interest in seeking veterinary services at that time.
Which clearly isn’t good for your return on investment (ROI).
So, this is where Paid Search campaigns start to drive real results.
Search Ads allows you to place your practice in front of searchers who are actively looking for businesses like yours.
And you can make your practice an even more attractive prospect by promoting a special offer, such as a free initial examination.
Plus, in addition to including a link to your website, positioning your contact phone number in a visible place within the ad is likely to be beneficial for increasing the number of enquiries that are being made.
After all, in many cases, pet owners want to speak with an experienced professional as quickly as possible, particularly if they are calling regarding an urgent, time-sensitive issue.
Local Search Ads can increase sign ups to pet health plans
Another way in which local Ads can drive an excellent ROI for your practice is by increasing the number of customers signing up for your pet health plan, kitten or puppy plans.
You can use your Ads as a place to promote the main benefits of each plan you offer, as well as the savings your customers could make annually by signing up.
This type of Ads campaign will appeal to those searchers who may be considering adopting a new pet and are looking at their options regarding veterinary practices in their local area.
It will also target potential clients who are moving to the area and want to build a picture of the veterinary practices they have to choose from.
