One of the main metrics you will encounter when doing pay-per-click advertising on Google or Facebook is the click-through rate (CTR). Each industry has a different benchmark for a strong click-through rate, and it is important to understand this benchmark so you know whether or not your ads are performing well. If you do not understand the marketing results you receive, it is much harder to refine your messaging and targeting to ensure you are reaching your desired audience.
Digital marketing has become increasingly pertinent to the veterinary industry. If your practice is to be successful and relevant in the digital marketplace, you must seek out a veterinary marketing agency that can deliver more than Doggo memes and cat videos.
Finding a marketing partner who understands that there is more to digital marketing than a Facebook page and a simple website is key. More important still? Finding an agency that has a proven track record of bringing tails in the door, and the results to prove it.
But what are “good results” in veterinary marketing? How do you know if what you’re being shown is actually impressive, or just sounds impressive because you’re not entirely sure you understand what you’re being told?
At Beyond Indigo, we understand that a degree in veterinary medicine rarely comes with built-in expertise in marketing – especially digital marketing. Because of this, we believe that educating clients (both current and prospective) on the ins and outs of their marketing results is both a responsibility and a cornerstone of gold-standard service.
You know you need help with your marketing, but how do you go about finding the right agency for your practice? Many veterinarians feel at a loss when trying to decide how to get marketing help, and fall back on the great equalizer of price. But the lowest cost is not always the most effective option, and may even cost you more in the long run.
With convention season upon us, you’ll probably see more than your share of advertising for all kinds of marketing services. How do you sort it all out?
Google AdWords has variety of ways you can advertise your veterinary practice across the Web. Whether you’re looking to get more clicks or increase conversions, here is a list of tips that can help you cut down on unnecessary costs, while maximizing your returns.
Analyzing Search Data and Identifying Negative Keywords
The Search Terms Report displays the Google searches that people have conducted, which resulted in your ads appearing in their results. This is a great way to not only ferret out which terms you should be using, but to spot negative keywords for your campaign, too.
Negative keywords are employed to keep your ad from appearing in a search query in which they are used.
Let’s say you notice on your Search Terms Report that your ads are being clicked on for variations of the term “free veterinary care.” However, you don’t offer any free services. You are, however, paying for every one of those irrelevant clicks. So, you implement the word “free” as a negative keyword, so that Google searches with the word “free” in them won’t trigger any of your ads to appear.
New year, new resolutions! Much like we do with ourselves, it’s critical to stop and assess the health of your digital marketing. Analyzing data and results on a regular basis will help you keep the finger on the pulse of your company’s success; more so, it’ll allow you to quickly identify opportunities to adjust your strategy and continue on a path towards success.
Establish a Baseline of Health
As with our health, establishing a baseline is the first step in understanding the health of your marketing campaigns. What is “normal?” What is an average month like?
To start, think about what a “healthy” business means to you. Does this mean more appointments on the books? More calls made to the clinic? Here at Beyond Indigo, one metric we like to keep track of is new clients (if you’ve ever heard our CEO, Kelly Baltzell, speak, you’ve likely heard her talking about bringing tails through the door!).
The holidays are a strange mix of emotions and expectations, aren’t they? People hope for the best, want to be surprised with the unexpected, focus on the positive, and try to bring out the best in themselves and others.
Marketing is much the same way; but in the past, people have tended to focus on the negative aspects of marketing, instead of the positive. Most folks generally perceive marketing as a black hole, assume the worst, and just wish the whole darn thing would go away. But gone are the days of the YellowPages ad, when all you had to do was write a check once a year and decide which size ad you were going to buy.
In 2017, Beyond Indigo aimed to deliver the unexpected, with greater returns and more tails through the door then anticipated. And, just like Santa, we have delivered a few surprises this holiday season – namely the gift of increased business, all wrapped up with a bow on top.
Maximizing performance in the digital space can be hard if you don’t know where to focus your attention – especially when it comes to Search Engine Optimization.
Search Engine Optimization (SEO) is based on a complex set of algorithms put forth by Google that are designed to help direct users towards the search results that best match their query. To help make sense of all things SEO, Beyond Indigo has developed a few simple four-ingredient recipes for maximizing success.
Search Engine Success is Our Business
In this edition of Beyond Indigo’s collaborative webinar series with MWI, our SEO Analyst Theresa Greenwood will cover the four tenants of search engine success:
- Content Quality
- Online Reputation
- Google AdWords
When creating a text ad in your AdWords pay-per-click marketing campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type.
Each match type in your Google Adwords Account has its advantages and disadvantages, but do you know what they are, or what they mean?
How Do Keyword Match Types Affect Your AdWords Results?
Match types can have a major impact on your account’s performance: they’re the control you use to determine exactly which search queries you’re bidding on. As you determine which match types to use for each keyword, there are a few key components to consider:
If you are working with one of Beyond Indigo Pets’ Pay-Per-Click Specialists or Social Marketing Analysts, you’ve likely heard the term ‘Landing Page’ bandied about. But do you know what landing pages are, and why they’re important for your marketing campaigns?
What Is a Landing Page?
A landing page is where a visitor will “land” on your website when following an AdWords or other specific-purpose marketing link. A landing page can either be a specific service page within your website, or be built out separately if the ad is specifically targeted or specialized (e.g.: for a particular promotion or event).
While landing pages can be used for many different purposes, the main goal is to entice visitors to use the service that landed them on that page to begin with. For example, a veterinary practice that offers premium dental services and is targeting its PPC marketing toward those services, would want potential clients following that AdWords link to land on their dental services page, specifically.