Implement Pay-Per-Click Advertising
If you want to attract leads in your local area, Pay-Per-Click advertising, such as Google Ads, will be an essential part of your marketing plan. When you search for terms like “Veterinarian in [your city]”, you may see a few advertisements on top of the search results. This space is extremely valuable for marketing your practice, and it allows you to keep up with any competitors who are already using ads. Pay-Per-Click advertising also allows you to target the keywords that matter most to your veterinary practice, which is essential if you specialize in a particular field like exotics, equine, or livestock.
To maximize your return on investment, research and evaluate what keywords you want to target. Since finding leads in your area is your primary goal, you want to include the cities and counties surrounding your practice. As you get started, set a low budget for each keyword, then monitor the performance to see which is the most effective. Google selects what ads to display in an auction-like bidding system, so the competition in your area will also effect how much you spend. Once you have data for each keyword and can see how many leads you’ve received, you can decide which campaigns to continue.
Pay-Per-Click takes a lot of time and research to perfect, so it may be worth it to outsource to a marketing firm. ProSites has a team of marketing experts who specialize in local search for veterinarians, and they’ll help you create a keyword targeting plan, design landing pages, and A/B test different ad copy to find what brings in the most leads.