Posts in Category: AdWords & Pay-Per-Click Marketing

When it comes to veterinary marketing, diversifying your approach helps you ensure that you are reaching the right audience for your goals. Paid social media advertising is an integral part of this strategy, and it allows you to put ads in front of the pet owners who are most likely to utilize your services. 

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Google has a new feature called AI Overviews that shows up at the top of some searches just after paid advertisements and before any piece of organic content. Google’s goal has always been to give you the information you are seeking quickly and accurately—while also encouraging you to keep using the platform. This new AI feature continues in this theme.

How Google’s New AI Feature Works

Wondering how this feature looks and works? To generate an example, I asked Google “How do you rank for Google AI?”  The platform currently returns information in the format:

On the left is a list of bullet points with short lines of text that answer the question. The link icon at the end of each line is where you click to find the source for that particular line of text. In this example, Google starts the first bullet point of “Create clear, concise content …” and ends at an icon that when clicked pulls up a graphic on the right-hand side. Continuing with this example, this information in the screenshot: 

Google AI referenced the top documents listed above to make the first bullet point of information. If you want to read further, clicking one of the above articles takes you directly to the source that was used. 

How the AI Feature Affects Your Business

Great! So, Google has a new feature. What in the world does it have to do with your business? Depending on the content that someone is seeking, it could mean your website is tied to the search results listed by the AI algorithm. Currently, the results indicate that Google is using AI on more informational content versus “veterinary hospital near me” (ie: local) searches. For example, a veterinary search on “my dogs ears stink” returns four advertising results as seen in the screenshot: 

Followed by Google AI Overview results see in the screenshot:

In addition to a short list of further results:

Which drops down into additional information like that found in the screenshot:

And this is before any organic content with a direct link to a website is listed. Whew. Since the goal is to have people search for information and choose your business to provide the answers, being found and seen is crucial. This means you need to create the right kind of content to answer questions potential customers will be searching for.

Content for Google’s AI Feature

Currently, as Google AI stated in the beginning example, it’s critical to use clear, concise content that is updated regularly. Remember to follow Google’s rules, such as E-E-A-T. This rule dictates that your content should show off your Experience, Expertise, Authoritativeness, and Trustworthiness. And always, if you want to be at the very top of any Google search (even above the AI Overview), Google is more than happy to take your money in the form of an ad. 

Regular, Informative Content

When it comes to content, keeping Google happy is a delicate balancing act. You want content that will please search engines without being written for search engines. If that thought makes you want to pull out your hair, have no fear. We can help break it down. Essentially, this means:

• Your content should be written with a human audience in mind
• Your content should have original information with your own personal take, research, or analysis
• Your content should answer some kind of question pet owners will be searching for
• The tile and heading should be descriptive and summarize the main point of the content
• Your content should be written well and edited for grammar and overall flow to make it an authoritative piece of work
• It should be evident that your content was created by an expert in an area who is providing trustworthy information based on experience

Ask for Help if You Need It

We understand that dealing with new digital features like the AI Overview can feel overwhelming. If you don’t have the time or energy to devote to learning something new, a marketing company can help. We’re here to keep you up-to-date with changes that affect your digital marketing so you can focus on healing pets. To learn more about our services or to get started, call (877) 244-9322.

These days it feels more common to see a corporate veterinary chain than a stand-alone practice. While there is definitely a lot of competition from these corporate entities, independent veterinary practices are still thriving. It might take a little more effort to compete with a corporate chain, but it definitely can be done. Use these local SEO strategies to make your practice stand out from all the competition:

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Your veterinary website is your digital business card. It’s a way for local pet owners to find your business, learn about your services, and have easy access to your contact information. If your website is not being found on a Google search, however, you could be missing out on a lot of potential new business. If you are wondering why your website isn’t showing up on Google, we’ve got 5 simple tips to help you find and fix the issue.

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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. 

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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.

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Veterinary marketing is an essential tool for staying relevant in your area. In a field saturated with competition (especially in larger cities), you need to do whatever you can to make your business stand out. Social media advertising offers an opportunity to put your ad dollars to work for you, and we are here to tell you how.

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Somehow, 2022 went POOF and 2023 is quickly sneaking up on us. December is a month packed with multiple holidays and end-of-year business needs. Not to mention, the  VMX convention occurs right at the beginning of the year. Before this year officially ends, you must start considering your marketing for 2023. 

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In the fledgling days of the internet, digital marketing used to be very simple. Today, everything has evolved and there are multiple moving parts that each seem to require regular attention. We have seen many veterinarians with their head in their hands wondering why marketing on the internet seems so confusing. The answer is: because it IS CONFUSING. How do you navigate it and come out successful and sane on the other end of the process? 

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