PPC, or pay-per-click ads are digital advertisements that charge the advertiser a certain fee any time a user clicks on the ad. Paid advertisements are given priority over organic SEO efforts, which can entice users to visit your website, and, hopefully, use your services. PPC ads are an important tool for veterinary marketing, especially in competitive areas. In order to properly set up pay per click campaigns, however, you have to understand the difference between clicks, impressions, and conversions, and what they all mean for your bottom line. 

Types of PPC Ads

Before diving into the ins and outs of PPC results, we first want to introduce you to the different kinds of paid advertisements from which you can choose. They are:

• Search Ads: These ads use text and keywords to show up on Search Engine Results Pages (SERPs) like Google and Bing. Your money goes toward bidding on relevant keywords. Your ads will be triggered when users search for those specific terms. Many Google ads are search ads, and they help you reach users who are looking for your particular services.
• Display Ads: These ads incorporate visual elements (like images and videos in addition to text) and show up on websites, apps, and even social media platforms that exist within the Google Display Network, Facebook, and other ad networks. This gives you more leeway when it comes to targeting specific demographics, interests, and even behaviors.
• Shopping Ads: These ads are often presented in a carousel format so they can list product images, prices, and other pertinent details for e-commerce businesses.
• Video Ads: These ads are reserved for video-sharing platforms like YouTube, and can be shown to consumers either before, during, or after they watch a video. You can use targeting for demographics and interests to find users who are most likely to utilize your services.
• Remarketing/Retargeting Ads: These ads target users who have already visited your website or interacted with you in some way online without actually converting. 
• App Install Ads: As the name suggests, these ads try to get users to download a mobile app. They are most often shared on mobile devices or on mobile websites.
• Local Service Ads: These ads show users businesses that are local to their area. They show up at the top of the search results and include important information like a business’ phone number and location.

Pay Per Click Ads: Impressions

There are different ways to measure the success of your paid ads, and impressions are one of the highest on the list. Impressions are a measurement of the number of times an ad is shown to a user. The user does not have to interact with the ad in any way. Impressions are counted any time an ad shows up on a web page, in an app, or on a SERP. This means that one user can account for multiple impressions. This statistic is a good way for you to measure how much exposure people are getting to your ads, and whether or not the ads are performing with good visibility. 

Pay Per Click Ads: Clicks

A click is counted when a user actually interacts with your ad and clicks on it. Usually, this will send the user to a website or to a specific landing page you’ve created specifically for the ad. Although visibility is important, encouraging users to take direct action from your ad is hugely important, especially when you have paid for it. 

Pay Per Click Ads: Conversions

A conversion is the ultimate goal of creating a pay per click ad. Conversions are counted when the user completes the specific goal you created for the ad. This can vary widely depending on your reason for setting up the advertisement. Some common conversions include: making a purchase, scheduling an appointment, signing up for a newsletter, filling out a contact form, and more.

Making Successful PPC Ads

Creating an effective PPC ad requires choosing the right type of ad, getting your targeting right, and knowing how to review your results. Be sure to:

• Use a clear objective. Knowing the outcome you want will help you set up the most effective ad.
• Refine your target audience. You want your ideal target audience to see your ad, so be sure you are using targeting based on demographics, location, interests, and online behavior of your ideal customer.
• Do your keyword research. Find keywords and phrases that your potential customers are likely to use.
• Write engaging ad copy. Your copy should be relevant to your keywords, say what sets you apart, and give users some kind of call to action (CTA) to perform. 
• Think about creating a landing page. Landing pages can help you see exactly which web traffic is coming from your ads. 

At Beyond Indigo Pets, our PPC ad results speak for themselves. If you are struggling with your digital advertising, our proven methods can help you get more tails through your door. To learn more about our veterinary SEO and marketing services, please call (877) 244-9322 or fill out our contact form.