Are you a veterinarian looking for a new way to advertise your clinic? If so, you might consider display ads. However, before you begin, it’s best to learn a few display ads best practices for veterinarians which we’ll be highlighting in this article. This will give you the information you need to make sure you build a strong foundation for your strategy so that you don’t end up wasting your marketing dollars.
We’ll start by answering the question “What are display ads?” What they are, their benefit, and the different types of display ads available. Then we go into detail about the display ads best practices for veterinarians.
Let’s get started.
What Are Display Ads?
Display ads, also known as banner ads, are a form of digital display advertising using banners, images, text, audio, and video formats. So basically, display ads are a visual form of digital paid advertising. Display ads typically have a feature photo or some kind of graphic along with the marketing copy. The best type of ads are interactive displays that encourage the reader to engage with the ad.
Where Are Display Ads Located?
Display ads are frequently seen on websites, social media platforms, and apps. They are shown at the tops of web pages, placed between paragraphs of text, on web page sidebars, and on web page footers. They can also be found just about anywhere on a social media page as well.
What Are the Benefits of Display Ads?
Display ads are visually intriguing, they stand out, and grab a reader’s attention. Therefore, display ads are extremely effective because they attract a targeted audience that is already on your website and interested in what you have to say. So the display ad might show the reader a related product or service that would benefit them and add to their experience. Therefore, they are eager to click on your ad.
Here are some of the other benefits of display ads.
- Display ads are designed to give your brand a visual identity.
- Display ads are cost-effective.
- Display ads encourage your reader to take the desired action.
- Display ads are seen by your target audience.
- Display ads increase your brand’s online visibility.
- Display ads enable you to retarget your customers.
- Display ad results are easy to measure.
What Are the Most Common Types of Display Ads?
While display ads include almost every type of visual ad used in digital marketing, the most common types of display ads can be narrowed down into three basic categories.
1. Contextual Advertising
Contextual display ads are those that networks place on relevant websites. You will see these on just about every website page you land on. For example, if you are on a pet-related website, you might see ads for pet supplies.
2. Site Placement Advertising
Site placement display ads are those where the advertiser selects the website where they want their ads displayed.
3. Remarketing Ads
Remarketing display ads are those that are programmed to appear to users who have been on your web page. These are shown to users who visited your page but left without completing whatever conversion goal you presented. For example, when a user ads their information to your opt-in form or shopping cart but doesn’t complete the process to finalize their details.
The types of display ad formats used are as follows.
- Traditional Display Ads – these are typically banners that are placed in a designated spot on a website, social media page, or app. They can be presented in a variety of formats, such as animated, static, video, or interactive.
- Responsive Display Ads – These are dynamic text ads that will present different variations of the headlines and descriptions based on the user’s search query.
- Lightbox Display Ads – These ads start out small and then expand on the screen once the reader begins to interact with it.
- Interstitial Display Ads – These ads pop up and will cover the whole page or screen, forcing the reader to either click the call to action or close the screen
- 360-Degree Video Display Ads – These ads provide the reader with a more immersive experience by responding to a mobile phone’s motion sensors. It allows a reader to interact with any given ad by rotating or moving their mobile phone.
Display Ads Best Practices for Pet Spas
Here are the display ads best practices for veterinarians and pet spas.
Use an Intriguing, Clear, and Relevant Headline Message
You must use an intriguing, clear, and compelling headline message if you want readers to click on your display ads. This might be the most important aspect of your display ad, because if your ad doesn’t grab the reader’s attention and get them excited enough to click on it, you are wasting your ad spend on ads that will never convert.
Ads Must Be Visually Appealing
The best way to grab a reader’s attention is to present them with a visually appealing ad. These need to include a relevant image or some type of graphic or animation that’s appealing enough to catch the reader’s eye and make them want to click on your ad. The best way to do this is to use ads and images that elicit an emotional response from your reader.
Color-Contrasting Call-to-Action Button
The colors you use could mean the difference between getting your reader’s attention or not. Using a color-contrasting call-to-action button is the best way to draw your reader’s eye to that button so they don’t have to search for where to get the information, product, or service you are advertising.
Target Your Key Demographic
If you don’t want to waste your ad spend, make sure you know the key demographics of who your best customer is. What makes up your ideal customer? What are their likes, dislikes, wants, and needs? Then use that information to design an appropriately targeted display ad. The goal is to get their attention using the things they are most interested in.
Optimize Your Website and Landing Pages
If you want to drive more conversions, you will need to optimize your website and landing pages. You can do this by always including the following on your pages. Make sure you are providing a mobile-friendly user experience, have an easy-to-complete form, an attention-grabbing call to action (CTA), and that your page design is consistent and matches your display ad.
Accessibility and Mobile-Friendly Ads
Make sure your display ads, web pages, and landing pages meet all accessibility standards and that they are all designed to be mobile-friendly. If they aren’t, you will be excluding people with disabilities (which is illegal). You will also be frustrating all your other readers by causing them to have to scroll side to side just to read your message if they even bother to do so.
Create an Authentic, Personal Brand Experience
You should continually work on building your brand and your brand’s reputation in the industry. Make sure your brand and message are authentic and portray you as an authority. This will help build your brand reputation and create trust in your new customers. And don’t forget to convey a consistent message, colors, logo, etc. across all your digital assets, like your website, social media pages, landing pages, etc.
Measure, Test, and Analyze
One of the most important aspects of digital marketing and especially display ads is to continually measure, test, and analyze all your data among your various digital ads. You should create different ads and images on a variety of display ads. This will allow you to perform your A/B split testing to show which ads are producing the best results. Then you can trash the ads that are not working and boost the ones that are.
Now let’s talk about how you can make all your digital marketing and advertising tasks more effective. Not to mention quicker and easier to perform. You can start by attending a Surefire Local Marketing Platform Demo.
Attend a Surefire Local Marketing Platform Demo
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Contact Surefire Local today to learn more about display ads best practices for veterinarians and to request your life-changing demo.