Display advertising allows you to use banner ads and rich media to capture the internet user’s attention. Having display advertising creates additional opportunities to put your rehab center in front of potential clients’ eyes.
What is display advertising and why is it important for rehab centers?
Display Advertising is a type of paid advertising that appears on websites. These ads portray the advertising message visually with text, logos, videos, pictures, and other graphics.
They work in a similar manner to paid search ads — however, they appear on websites listed on the results page as opposed to on the results page directly.
Google and Bing partner with websites where your display advertisements can appear. Within Google’s Display network there are various places for your ad to appear such as news sites, blogs, YouTube, and Gmail. Display advertising allows you to target your ads on websites that fit the niche of your product or service.
Using display advertisements for your rehab center will allow you to better target individuals on relevant websites. You will be able to use images that capture the brand identity of your rehab center and appeal to the user’s emotions.
How to make an effective display ad for your rehab center
Now that you know what a display ad is, you need to know some of the best practices when creating an ad. As you create and manage display ads make sure to remember the following principles:
1. Have a quality landing page
The first important part of choosing or developing a display ad is to ensure that your landing page matches its style and design. When a user clicks on your display ad, you want them to be directed to a page that they were expecting to see.
The offer that was on the advertisement should be apparent on the landing page. The landing page should have any information that the viewer would need to take the desired action encouraged by your display ad.
For example, a display ad could focus on treatment for alcohol dependency and include a photo related to the topic. When the user clicks on the ad, they should be directed to a landing page that addresses how to treat alcohol dependency.
2. Make information clear
As you write the content for your advertisement, make sure your message is clear. When an individual sees your ad, they should easily recognize your brand and what you are offering. Using your logo and effective images will allow you to build brand awareness.
3. Analyze your bids
Since display advertisements are a type of pay-per-click advertising, you will want to review your budget on a regular basis. By adjusting your bids, you will be able to get the most value from your campaigns.
Bids can be adjusted at the campaign level and the ad group level on the display network. The types of bid adjustments you can make at the campaign level include adjustments for:
- Mobile devices
- Time of day
- Day of week
Bid adjustments for your ad groups include adjusting your specific targeting methods like placements, topics, and top content. The ability to easily adjust your bids as often as you need will help you optimize your display advertising campaign.