A plastic surgeon’s office does a lot of important procedures that help people feel confident and look like their best selves. However, in order to accomplish these goals and help the community get access to medical procedures that will make them feel better, you need to be able to get the word out about who you are and what you do. And, in today’s business world, that’s harder than ever to accomplish.
Today’s modern business environment is increasingly competitive, and finding new leads and patients can be a full-time task. And when you are trying to balance other important tasks like completing procedures and following up with patients, marketing can fall to the bottom of your list of activities. Thankfully, there are online marketing activities that can generate great results without taking away too much of your time, especially when you have the support of a marketing platform like Surefire Local.
Digital advertising helps you spread the word about your business online and find new patients as they use the internet and digital tools in everyday life. One of the best methods of online marketing and advertising is a display ad. But what exactly is a display ad, and what makes it different from other types of digital ads? In this article, we’ll help you understand what display ads are and give some essential display ads best practices for plastic surgeons.
What are Display Ads?
A display ad is a type of online ad that helps promote a business or service. As the name might suggest, a display ad uses imagery and visual elements to help display what the advertised service or product is, which can help push for more sales and clicks. Display ads are published on website pages and networks using tools like Meta Business Suite or the Google Display Network.
A display ad will appear on third-party websites in the form of a banner or image on the sides, top, or bottom of the page. If you browse online, you’ve likely come across them on your own. They tend to have an image, a few lines of text, and an invitation to click on the ad to learn more about the service or get the product for your own.
Benefits of Display Ads
There are a lot of reasons why you should consider using a display ad for your business rather than other types of online advertising, like search ads or even social media ads. The first major benefit is that a display ad is visually appealing and uses video, animations, or images to convey more than a URL or line of text is able to get across.
Another great benefit of display ads is that they help to build brand awareness and increase your online visibility by using branding elements in the ads like colors and logos to make it clear what your brand stance is and what you look like. They also can be extremely targeted to specific audiences by picking the right websites to display on, helping you narrow your targets and focus your ad spend on the most relevant audiences.
Other benefits of display advertising include retargeting capabilities, which help you go after audiences who have already interacted with your business and block competitors. That helps you ensure that your target patients are seeing your ads more often than competitors. A display ad can also help to complement and enhance your other marketing strategies and boost your overall marketing goals.
Common Types of Display Ads
“Display ad” is a general umbrella term for many types of ads. The commonality between them is that they display on other, relevant third-party websites in the network of the platform you use to create the ad and have visual elements. Here are a few of the common types of display ads that you can create for your own plastic surgery business.
- Site Placement: A site placement ad is the most common type of display ad. In this method of advertising, you pick relevant websites to your audience’s interests, like skincare or beauty products, and run your display ads on those sites.
- Contextual: The next type of display ad is a contextual advertisement. This ad will be placed on ads that are not only relevant to your audience’s interest, but are contextually related to the service you provide, like surgery preparation sites or sites that discuss the benefits of plastic surgery.
- Remarketing: The final type of display ad that you are likely to come across or create for your own business is a remarketing ad. This ad will use data gathered from previous campaigns to appear in front of users who have visited your website in the past but didn’t make a conversion action like signing up for emails or sending you a form.
Display Ads Best Practices for Plastic Surgeons
Now that you know a little more about what display ads are, let’s talk about the best practices that you should employ as you work on crafting your own display campaigns and marketing initiatives. By following these steps and making sure you perfect and optimize every element of your ad, you can get the best possible results.
1. Message
The message you send in your display ad is the first impression you have with an audience. Creating a clear and compelling headline that conveys your message in just a few words is an essential part of your display ad strategy.
2. Design
The next step is to consider the design. Your visual elements are what help make your display ad stand out from other types of messaging, so want it to be unique and yet not overwhelming for your audience. Visually appealing images with relevant animations or videos when relevant help capture new leads.
3. Color
If you have bright, saturated, and busy colors on your ad, it can turn people away before ever bringing them in. By using a complimentary color palette and making sure that your call to action, or CTA, is in a contrasting color, you can help guide people towards the action you want them to take and draw them in to look at your ad.
4. Targeting
When you think about where your display ad will be located, it’s important to know your ideal patient in great detail. Otherwise, you might put your ad up on a site where your patients don’t visit, which can be a waste of your time and money. Know the key demographics that make up your audience and use those in your targeting strategies to get the best results.
5. Website
When someone clicks on your ad, they will be taken to a landing page on your website. Making sure that this page is optimized is key to get conversions out of your clicks so that you can get new leads and patients and not just pay for clicks on your display ad. Making your landing pages simple, clear, and easy to navigate will help increase conversions.
6. Accessible
Most people will browse websites on their mobile devices, not just desktops. Make sure that your ads are accessible to all audiences by testing their mobile adaptability and ensuring that the messaging and images are still clear even on small screens.
7. Authenticity
Your business brand needs to resonate with audiences and help earn their trust on an emotional level, even in an ad. Creating a personal brand experience and a strong reputation among patients helps to gain more trust and make your overall advertising strategy look more authentic and reputable.
8. Measure
Your display ads play into your larger marketing strategies. As such, it’s important to always test and analyze your results to improve your display ad approach. By studying the data and making adjustments when needed, you can always optimize your display ads to get the best results for your plastic surgery business.
Attend a Surefire Local Marketing Platform Demo
At Surefire Local, we know how important it is for your plastic surgery practice to get the most out of your marketing spend and find new business to support your long term goals and growth objectives. That’s why our platform is an all-in-one marketing solution that helps you achieve all of your important marketing activities at a fraction of the cost of other online agencies and tools.
With Surefire Local, you can accomplish all of your marketing activities in the same place without multiple logins and passwords. You can track all updates in a dashboard format and make changes to your ad strategies and other marketing activities without ever leaving the platform. To learn more about Surefire Local and see all the amazing marketing features for yourself, click the link and book a demo of the Surefire Local Marketing Platform today.