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Pay Per Click using Google

Written by Jeff McComas, Co-Owner

We’ve learned many things over the course of ten years at our mobile end-of-life practice. One of the most important things we’ve learned is to not discount the power of Google. Specifically, the Google Ads (formerly called “Google AdWords”) application.

What are Google Ads? There are two types of ads: Display ads and search ads. Display ads are graphical ads that show up on pet-related websites that use Google AdSense. We no longer recommend that end-of-life practices use Display ads. Why not? We feel that having your end-of-life ad show up on a pet-related website is not the best way to connect with your possible clients. They are on a page to adopt a puppy, or see cute cat videos… the last thing they were expecting to see is an ad for pet euthanasia. Although display ads are very inexpensive to display on websites, and you can canvas hundreds of websites with your ads, we do not advise using any display ads for your type of business model.

Instead, focus your PPC budget and efforts on the more impactful type of ad: the search ad. Whenever someone googles something, Google will show text ads that are relevant to that search phrase. These ads will be at the very top of the search screen, and oftentimes (but not always) at the very bottom of the search screen. This type of advertising is highly successful, because you are showing an ad about something the end-user (i.e. future client) is exactly looking for. The CTR (click through rate) can be surprisingly high for end-of-life ads in a campaign. Let’s say your CTR is averaging 10%. That means that for every 100 times your ad is showing up on a phone or computer screen, they will click on your ad 10 times. That’s incredible, and is a very effective way to drive traffic to your website or phone.

Google Ads is awash in acronyms and complicated terms, which we’ll try to simplify here: Ads are grouped together into an Ad Group (okay, simple enough of a start). These Ad Groups have keywords and ads all related to one specific topic (e.g. “in home cat euthanasia”, or “in home dog euthanasia”). Ad groups are sorted into Campaigns. A campaign has a budget and a geographical area defined for it. Campaigns are grouped into an account. An account can have several different campaigns, campaigns should have several ad groups, and ad groups should have several ads.

Once those are all set up, your budget must be determined. Think about your PPC budget on a daily basis: how much are you willing (or able) to spend to bring clients to your website or phone? $20 a day? $50? $5? Google will stop showing your ads when you’ve hit your daily budget limit. If you’re going on an extended vacation, it’s easy to pause your campaigns and your ads will immediately stop being displayed.

You only pay for ads that clients click in to. If they see your ad, but don’t click on it, there are no fees charged for that. Each time your ad shows up on a screen, that’s called an “impression”. Once anyone clicks on your ad, you are charged for that click. The average CPC (cost per click) varies widely. It depends on how many other businesses are competing for you with the same keywords (e.g. “dog home euthanasia”). The CPC average can go as high as $3.00 per click or as low as $0.50 per click.

Google can be made very smart to automatically show ads that are the best for you to ‘convert’ prospective clients. With the right setup, you can drive clients to your fees page, or your “request a visit” page, or your phone number by setting up a “conversion target” within Google Ads. As Google collects data on how your clients are interacting with your ads, it will start serving up ads that have the highest CTR and that end up on the page (“conversion”) that you’ve chosen.

Google makes it somewhat easy to create your own campaigns, ad groups and ads. They even offer a “Google AdExpress” option, which is very simple to use, but is not recommended. It is a bit too limiting in terms of setting budgets, boundaries, ad extensions, etc.

DVMcenter can help you create your Google Ad campaigns, by either consulting with you or completely creating and managing your entire set of campaigns. We’ve learned an enormous amount about Google Ads over the last 10 years that you can leverage. Entire successful campaigns can be “copy and pasted” to your account, and then tweaked and improved according to your specific needs. There is no sense in reinventing the wheel when it comes to Google Ads.

Regardless if you use DVMcenter to help you with Google Ads, there is no doubt you should be using one of the most powerful methods to have clients find you in their moment of need. There is also no doubt that serving up ads will bring you more clients and make your business busier. It’s indisputable and proven by data, year after year.

Jeff has been improving his knowledge of Google Ads for the last ten years. Self-taught at first, and then finding mentors online and directly at Google, he has built a pretty extensive knowledge of Google Ads over the years.  He enjoys creating and managing new campaigns and data-mining them to maximize value.