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SEO: Let’s Talk About Google AdWords

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Google AdWords is one the most valuable tools available when executing a successful digital marketing campaign. As many people already know, Google is the largest search engine on the Internet and they don’t have any major competitors. When people need to search for something on the Internet, they go to Google. Because of this, everyone advertising on the Internet should be integrating Google AdWords into their digital marketing campaigns.

Three Keys To a Successful Google AdWords Campaign

  1. The Keywords:

Selecting the right keywords for your veterinary AdWords campaign will set the foundation for your success. These keywords will help you target people who search for exact or similar keywords that match your AdWords campaign. There is a variety of free and paid keyword platforms available on the Internet and even AdWords offers keyword assistance but the most valuable tool in keyword selection is you.

Your Beyond Indigo SEO Account Manager will compile a list of every possible keyword that relates to your veterinary clinic/hospital and current campaign. Once we have this list completed, we can implement it into AdWords campaign platform and adjust the list as your campaign progresses.

  1. The Offer:

An AdWords campaign can have success with just your business information but you are way more likely to get click-throughs if we include an enticing offer in your ad. The offer can be as simple as 10% off, freebies or new customer promotions but the offer is what lures in the search engine users. 

An ad on AdWords is almost guaranteed to appear at the top of the page (more about that in The Budget) but there is still room for competition to steal your clicks. The only way to guarantee a good clickthrough rate (CTR) is to get the best position on Google search results with the best offer and good quality score. So let us consider adding an offer that your competitors can’t or won’t and then use that to your advantage.

  1. The Budget:

The budget is the most important and most often overlooked aspect of an AdWords campaign. If you’re paying too much for your clicks, you’re wasting money. If you’re not paying enough for clicks, you’re losing clicks and ranking position. An AdWords expert can clearly identify your market and determine the best possible rate. If you’re not an expert, then you need to work out some trial and error until you get the right budget. Your Beyond Indigo SEO Account Manager will keep close eye on the campaign to ensure you are getting clicks and not overspending.

A rule of thumb is to pay in the top 20% of your market for clicks but not in the top 5%. If you stick to this, you will get a good combination of value and clicks. 

If you’d like to learn more about how Google AdWords can impact your site’s SEO, please let us know.

Have questions about this veterinary industry marketing topic? Want tips on what else to look out for or how to improve your business' marketing? Come ask questions, share solutions, and join the conversation on VetMarketingTalk, a new online community designed for the veterinary industry and powered by the marketing experts at Beyond Indigo Pets. Click here to sign up today—FREE for the first 30 days, no credit card required.