While it’s always good to put work into your SEO efforts and gain rankings organically in the search engines, that can take time. If you’re just starting out as a chiropractor or providing a new service or a special offer and want to get the word out, display ads can help you get the attention of your target audience quickly, without having to wait for your SEO efforts to pay off.
Of course, ads cost money, so you do need a budget, and we’re going to give you our best advice on how to run your display ads the right way so you don’t waste precious marketing dollars.
Read on for our display ads best practices for chiropractors.
What are display ads?
Display advertising is advertising on a publisher platform, such as Facebook or Google Ads Network, using visuals, such as videos, GIFs, or images to attract attention. When using a display ad, you can choose from several options, including banner ads, text ads, or image ads, depending on your design and what suits your product or service best.
Your display ads will appear on relevant third-party websites where the content is relevant to you and to your audience.
While native ads are meant to blend in with the platform or website, display ads are instead, designed to stand out. Display ads are also push ads, targeted at anyone who may be looking at a website related to your ad or targeted by a remarketing campaign.
Benefits of display ads
We’ve already touched on two of the benefits of display ads: Display ads are designed to stand out and attract attention, and they are also push ads deliberately targeted to people who have already visited your website (with remarketing) or people who are likely to be your audience.
But that’s not all display ads can do for your chiropractic clinic. Here are just a few of the other benefits of these ads:
- You can experiment with color, images, videos, different fonts, and more, allowing you to get as close to your company branding as possible. This will help you not only advertise, but also build your brand as you do so.
- You can choose from three different options – text, banner, or image, allowing you to choose the right format for what you are advertising.
- You can select which sites your ads appear on, or you can let the ad platform do that for you, according to their data. In addition, as the platform gains data about your ads, it will start to show your most successful ads more often and reduce showing your less successful ads, which lets you hang onto more of your budget and automatically optimize your ads.
- You can also optimize your ads yourself, by testing different ads with a different headline, a new color for your call-to-action button, different ad copy, images – whatever you want. And it’s quick and easy to do that with display ads.
- With remarketing display ads, you can retarget anyone that’s visited your website and shown interest in your services, reminding them of why they were interested. You may then be able to persuade them back into your sales funnel or even convert them there and then to a buyer.
- You’re not trying to persuade people who haven’t shown any interest in you or your topic. Every ad is targeted at people who are visiting relevant websites, giving you warm leads to attract and convert.
Common types of display ads:
With site placement ads, you get to choose which sites your ads run on.
If you run contextual ads, the ad platform will decide which relevant websites to place your ads on.
These are the ads you’ll have seen yourself on the internet. If you’ve ever bought, for example, a TV from Amazon, for days afterward, you’ll get ads for TVs from Amazon on certain websites you visit and on your social media. But you can take advantage of this too and remarket your services to anyone that visited your website but didn’t buy.
Display ads best practices for chiropractors
Below, we’re giving you everything you need to know to get started with display ads and make a success of them:
For every piece of marketing that needs one, you have to have a clear and compelling headline and display ads are no different. The headline is usually the first thing to get attention and it needs to be compelling so that you keep it and get your target audience to read on and click through.
When you are writing headlines, think about your audience’s needs and what will make them stop and look. Work in your keywords too. Write as many variations and great headlines as you can. It’s good practice and you’ll get better as you go, but nothing is wasted here. Even poor headlines might give you ideas for better ones and you can use all the good ones you come up with when testing your ads.
If you want a little help, you can either hire a content professional to come up with great headlines for you or try something like ChatGPT software that can generate hundreds of possible headlines in seconds.
Once you have a good selection of headlines, you can run up to 25 of them through Co-Schedule’s headline analyzer to check your headline quality and, according to the site, rate their “ability to result in social shares, increased traffic, and SEO value.”
You can do so much with the design of your display ads that it might be tempting to get carried away, but so often with design, less is more. Think about the audience for the ad and what is likely to attract them, make sure the design also fits your branding, and go for a well-designed, visually appealing ad with the right image or animation for what you are selling.
If design isn’t your strong suit, then it is best to hire a professional with experience of creating winning ads.
Every ad needs a clear call-to-action button, but you don’t want it to blend into the background of your ad or be overtaken by the image or animation.
Your audience needs to know exactly what to do next if they want your services, so provide a clear, color-contrasting call-to-action button in a complementary color to your branding. Yes, your button has to stand out, but it shouldn’t be in a color that is fighting with your already established branding.
Likewise, keep your colors consistent with your branding on both your ad and your landing page so anyone that clicks through is reassured that they are in the right place.
You can target your ads using a variety of options, including by demographics as well as by either selecting the websites for your ads to appear on or letting the ad network choose for you.
However, of course, you need to know your audience first, including the key demographics that make up your ideal client. Check out your buyer personas before you start advertising and see if you need to update them or add anything. It takes a little time to do, but your ads will be far better targeted in the long run if you keep your buyer personas up to date.
Don’t forget, you can also tailor your ads to suit each platform that you’re on, whether that’s Facebook or Google Ads Network. Each platform will have different audiences and different options for setting up your ads. It’s worth taking the time to tailor your ads and make the most of each platform.
When creating a landing page, you’ll need a landing page for each ad. Don’t try to cram more than one product or service onto each landing page. It’s also important not to include anything else on your landing pages other than your single-focused copy and images and your call-to-action button. The more you add other links, blog posts, and other things to your landing page, the more you will be confusing your visitors and leaving them unsure what to click on or what to do next. So keep it simple and create each landing page with one focus only.
Ensure your landing pages are also beautifully branded in the same colors as your ads to keep consistency and build your brand.
In addition, you can optimize your landing pages to drive more conversions. Do this by testing different headlines, copy, images, text on your call-to-action buttons, and even the color of the button. Then A/B split testing them to find out which one gives you the best results. Though, it is important to only test one element at a time. If you try to test more than one at once, you won’t be sure which element made the difference and boosted your conversions.
It’s also worth checking your whole website for ease of use, great navigation, and a clear path through your sales funnel. While click-throughs from your ads will be taken to your specific landing page, you may also find you get recommendations and higher visibility from your ads and these people are more likely to land on your main website, so it too needs to be polished and ready to convert visitors.
According to Forbes, “Mobile commerce sales are expected to account for $710 billion in commerce sales by 2025.”
However, that doesn’t mean you should discount tablet sales which “are expected to reach $54.01 billion by 2026.” While tablet sales are expected to be down a little by 2026, that’s still a sizeable enough dollar amount that it’s worth making sure your website and your ads work properly on all devices. Why lose potential leads when you don’t have to?
One of the best things you can do for your business is to build your online reputation and build trust with your current and potential clients. You need to create a personal brand experience and reputation to earn new customers’ trust.
To do this, you need to be fully authentic and consistent everywhere you have an online presence, including with your ads and landing pages. That means writing in your brand voice consistently, using your brand colors consistently, and being genuinely you whenever you post.
People gravitate to honest and authentic people. They want to deal with people and companies they can trust, and that starts with you.
When you run display ads with Google, you get some help with measuring and optimizing your ads as Google will automatically measure your best performing ads and start to show them more than any ads that aren’t working well for you.
That doesn’t mean you shouldn’t also look at your analytics on all platforms and check what results you’re getting. You should be able to see which ads are doing well and to pause or stop ads that aren’t performing, which helps to keep your budget in check and focus your spend on what works.
We talked earlier about A/B split testing your ads and your landing pages and, while it does take some work, it’s time well spent when you can slowly improve different elements of your ads and pages to improve your conversion rate.
Attend a Surefire Local Marketing Platform demo
Surefire Local provides business intelligence marketing software at a fraction of the cost of other tools or agencies. Our software helps you manage your most important online marketing activities all within one platform, including your paid ads.
You can set up and monitor your paid ads in your dashboard and run reports whenever you like to analyze your results.
However, our platform is highly powerful, and you really can take care of all your marketing without leaving our software.
Create and post your content, manage your social media and your email campaigns, request, follow up, and reply to your reviews, update over 80 business directories at once, including Google Business Profile, and so much more.
With quality, detailed analytics to keep your marketing on track and manage your budget, you can be sure your chiropractic clinic is making the most of every marketing dollar.
Why not try out a demo and see how we can help? Get in touch with our team today.