When it comes to veterinary digital marketing, paid advertisements are essential to improving your website ranking, expanding your client base, and making sure people can find you when they need you. We’re here to provide you with an advertising breakdown to help you understand what makes a truly effective ad.

Make Your Ad Match Your Goal

When it comes to paid advertising, there are a few different kinds of ads you can choose. Different types of marketing goals require different kinds of ads. Without choosing the right kind of ad, you might be wasting money.

• For new appointments: You want to use Google ads that drive website traffic or calls to make it easy for  people to find your contact information.
• For awareness and engagement: Social media ads on platforms like Facebook and Instagram help you reach a wider audience with your brand awareness efforts.

The advertising experts at Beyond Indigo Pets can take your goals and create advertising campaigns that get you the results you need.

The Difference Between Clicks, Impressions, and Conversions

Even if you’re getting great results, it doesn’t mean as much to you if you don’t know how to decipher your data. Don’t know the difference between clicks, impressions, and conversions? We can help!

• Clicks: Clicks are confirmed clicks on ads. With Google ads, clicks indicate the user was directed to the ad’s destination URL (which is one of the main goals of an ad). With Facebook or Instagram, clicks to ads can be either a click that prompted an enlarged version of your ads asset (photo or video) OR a click to a link or call to action button you may have included within the ad to direct the user to a URL.
• Impressions: Impressions are the amount of people your ad has been shown to. This number can differ from views because some people might view it more than once.
• Conversions: Conversions are any action you want your customers to take like clicking on a button, filling out a form, or using a specific number to call the practice. 

The Importance of Targeting

Correct targeting ensures your ad reaches those most likely to complete your intended goal. On Google, you can use keyword search intent to display ads to relevant viewers. Since you can’t do this on social media platforms, it is very important to refine your targeting. Be sure to select targeting options like interests, locations, and age. More powerful tools for refining targeting include customer match lists, which allow you to display ads to emails associated with Facebook profiles. Targeting helps you reach the most relevant audience that is the most likely to turn into business for your practice. 

ROI Tracking

Tracking the return on investment (ROI) for your ads is an important way to see how they are affecting your bottom line. There are a few ways you can track these numbers:

• Call tracking: Utilizing call tracking through Google ads allows you to download reports of the phone numbers that called you from the ads. You can match these with clients entered into your practice management software to track your ROI.
• Practice Performance Dashboard: The Practice Performance Dashboard powered by Vetsource makes it easier than ever to track real-time data in your practice. Since it syncs with your PMs system, you and your marketing strategist can see the full reaching results of your ad campaigns. 

Beyond Indigo Pets is here to help you ensure all your ads are performing at their best at all times. Fill out our form or call (877) 244-9322 to get started with our veterinary digital marketing services.