Mar
15
2019
How One Veterinary Practice Doubled Their Booked Appointments With Digital Marketing Optimizations

Hi, I’m Chelsea and I’ve been a Marketing Coordinator with Funnel Science for almost a year. Around a month ago, I was preparing for a call with my client to review campaign strategy and optimizations for the upcoming month. All of my clients are valuable, but this one, in particular, holds a sensitive place in my heart; their success feels strongly connected to my own.

Before I ventured into the world of Digital Marketing, I was a Veterinary Technician. For over five years, I assisted families with countless euthanasia and end-of-life care plans for their pets. Most of which I had known and cared for many years up until then. It’s hard work and it can weigh heavily on those who do it day in and day out. Fortunately, this client not only offers these services, but they offer them as an in-home service. I truly appreciate this client for the priceless work that they do and I understand fully how important kind, compassionate end-of-life care is for people that consider their pet as family.

My job as their marketing manager is to bring those who are searching for these services directly to her, and I do this through strategically targeted PPC ads. February is a tough month in this industry, historically, being the lowest profitable month of the year. I’d like to share a few tips with you on how they went from having a mediocre month, bringing in only about 30 leads, to now booking almost 80 for the month of March.

Check Search Terms Daily

All too often marketers do not utilize this valuable tool. The search terms report tells advertisers exactly what people are searching for to find your business. This report can (and should) be used to build everything from your campaigns, ad groups, to the ad text itself. Many times, our clients don’t have a clear understanding of what search terms their targeting customers are actually searching for leading to ads that don’t work, or worse, putting money into keywords that are not bringing them the results they want.

Negatives, Negatives, Negatives

Consistently updating your negative keywords will help in improving the quality of your clicks and minimizing wasteful spending. By negatively matching words that are irrelevent to the business, the ads will begin to only show to those searching for those key phrases and words that directly correlate to your client’s services. In fact, by updating your negative keywords on a regular basis, your search terms will start to become more defined towards your targeted audience.

Higher Bidding on Higher Converting Keywords

This could seem like a no brainer, but time and time again clients come to us and they cannot tell us what their most profitable keywords are. According to the data, only about 3% of your keywords are ever used. By identifying the keywords that have the highest click-through-rate along with conversion rate, you can maximize your bidding to improve the chances of winning in the auction.


Sometimes our ads are for clients selling shampoo, car insurance, or mail-order cakes. Other times, we get the opportunity to represent a client who helps our community of pet lovers through tough decisions. No matter what the business focus is, applying these tips to every client will help to garnish more leads month after month.

About the Author
Alex Fender is a Google Certified Analytics Consultant and is an expert in internet marketing. If you have questions or would like to contact him, he can be reached at (972) 867-3100.