Almost everyone uses the internet to research companies they’re considering doing business with. This includes you!
Small businesses like veterinarian clinics or pet grooming salons may find the prospect of advertising online overwhelming. How do you choose where to advertise? What should you say? How much money will it cost? And, maybe most importantly, will you reach local people who can realistically do business with you?
Setting up a strategy for localized online ad optimization for veterinarians, dog groomers, and animal hospitals is essential to increase your company’s visibility on the web. Localized online ads offer small businesses several hefty benefits.
You just need to make the right decisions when you do it.
How Online Advertising Helps Your Localized Presence
46% of all Google searches are seeking local information and 97% of search engine users reported searching online to find a local business. Online ads are like digital breadcrumbs, leading customers right to your door. They elevate your localized presence by:
- Enhancing your company’s visibility. Using a localized online ad optimization strategy positions your business in front of local audiences.
- Targeting engagement. Increasing local engagement leads to more opportunities, which leads to more business. Localized online ads help your branding message hit the mark on the right person at the right time.
- Collecting high-quality leads. By targeting local audiences online, you’re more likely to reach people who need your product or service.
- Providing a strategic advantage. Aiming for a local online presence puts your company at the top of the list and makes your main competitors harder to find. A competitive edge in your community can help you grow your business, establish relationships, and thrive in the long run.
Online ads may show up in Google searches, social media feeds, before or during YouTube videos, or in Yelp listings. Reaching these prospects when they’re ready to buy is essential for turning them into customers instead of letting your competition have them.
Choose the Right Online Advertising Platforms
Creating localized online ad optimization for veterinarians takes more than nailing the message (although that’s crucial, too). The ads must be in the most optimal place for your customers to see them. This means understanding where your customers hang out on the internet and how they search for organizations they want to do business with.
Let’s look at an overview of today’s most popular platforms.
- Google. It’s so popular that people use its name as a verb! With Google Ads, your vet clinic or pet training business can reach the correct target audience and get noticed at the right moment.
- Facebook. Facebook Ads let you tap into the platform’s billions of users by choosing specific criteria like geographical area and interest to build your target audience.
- Instagram. Visual storytelling offers big rewards on this popular social media platform. Plus, Instagram Ads blend in with user feeds, ensuring they are widely seen and engaged with.
- YouTube. If a picture is worth a thousand words, videos are worth ten thousand! Capture your local prospects with a dynamic YouTube Ad that plays before or during the video they’re watching.
Once you dig into social media platforms, it may be confusing to decide which one would give you more bang for your buck. How can you decide where your ads should go?
By understanding which factors to consider when selecting the best platforms to advertise your business, you can enjoy the highest return on investment and start reaping the benefits quickly.
- Know your target audience. What are the demographics, interests, and behaviors of your ideal customer?
- Evaluate the platform features. Thoroughly understand what you get (and what you don’t) when you advertise on each platform or search engine.
- Determine your content style. The type of content you’ll be using in your ads helps guide which platform will work best. Visually-oriented businesses (think of an adorable, fluffy puppy) may do better advertising on Instagram, for example.
- Review local reach capabilities. Put a priority on platforms where you can set geographical requirements for your target audience and aim your ads at specific places.
Another significant component of a successful localized online ad strategy for vets is your budget. Measure each platform’s ability to reach a local audience against the cost to figure out which one will be most cost-effective.
Create Targeted Local Ad Campaigns
Once you define WHO you want your company’s message to reach and WHERE you’ll be distributing it, you need to decide WHAT you’ll be saying. A compelling, engaging story is more likely to resonate with your audience.
- Define specific geographic targeting parameters. Pinpoint the locations where your audience either lives or hangs out often. These areas may be a few miles in each direction of your clinic or salon, or they may be specific neighborhoods and areas of your city. Narrowing your targeted locations maximizes your campaign’s impact and optimizes your ad spending budget.
- Craft ad copy and visuals tailored to local audiences. This step is where the rubber hits the road. Creating content and visuals that speak to your target customer is critical to being successful. Use localized references and imagery that help establish a connection to your audience and encourage trust.
- Utilize location extensions and features for local relevance. Include your location’s address, phone number, and directions to make it easy for customers to find you. Consider using other features like appointment scheduling directly from the ad to make it easy for pet owners to take action.
Optimize Online Ads for Local SEO
Now it’s time to add specific elements to your copy that ties your business and your location together, making it possible for your message to find your audience.
- Incorporate location-based keywords in ad copy and visuals. Tailor your ad content keywords that are relevant to your company and your targeted area. A couple of examples like “veterinarians near me” or “pet grooming in (your city)” can help you accomplish this. You should also use visuals like local landmarks to connect with your audience.
- Ensure consistency between ad content, business information, and landing pages. Match your marketing message with the information and “voice” you use on your website and in your other advertising. This means staying consistent with the services you offer and hours of operation.
- Utilize ad extensions to showcase local details. Showcase local details and your clinic or salon’s unique selling points with ad extensions. Location extensions, for example, make it seamless for pet owners to understand where you’re located. Review extensions can highlight positive reviews, which can help build trust with potential new customers.
Collaborate with Local Partners
Most local businesses can benefit from partnerships with complementary businesses. Yours can, too! For example, a vet clinic may want to partner with a professional animal behaviorist or trainer. A pet groomer might find partnering with an established vet clinic to be beneficial. Local pet-related business partnerships can lead to lucrative cross-promotional opportunities that help both companies gain more customers, increase their revenue, and elevate their credibility.
Monitor (and Adjust) Ad Campaigns as Needed
Executing successful localized online ad optimization for veterinarians isn’t a set-it-and-forget-it process.
- Set up tracking and analytics for ad performance. Before your first ad goes live, establish the key performance indicators (KPIs) you’re going to look at to measure how well your local online ad efforts are working. Your vet office or training company can gain clarity from analytical insights.
- Analyze data to make informed adjustments to campaigns. Pouring over metrics like click-through rates, engagement rates, conversion rates, and audience demographics helps your clinic know what is working and which parts need to be improved.
- A/B test different ad variations. Experiment with alternate ad copy, graphics, and demographics to see which ones resonate most with your potential customers. These exercises give you a way to tighten up your messages and increase your ad results.
- Pick a tool/service to help you streamline your advertising campaigns and performance. Choose a tracking tool to automate tasks, track metrics, and generate reports. Software and apps make it seamless to gather, segment, and analyze your ads’ results.
Amplify Your Vet Clinic’s Localized Online Presence with Surefire Local
Getting a localized online ad strategy off the ground can seem overwhelming at first. However, it’s critical to do it if you want to reach local customers and continue building your vet clinic, grooming salon, or animal hospital. By optimizing local online advertising, you can increase your business’s visibility, gain more customers, and grow your revenue.
Surefire Local is your go-to solution for creating a successful localized online ad optimization for veterinarians. Our all-in-one, feature-rich marketing platform allows you to craft a powerful message that helps you:
- Get more customers from every platform.
- Turn more website visitors into customers.
- Track results and optimize performance.
Get started today with our online advertising services.