The experts at Google Marketing recommend the three C’s for creating display ads. They should be compelling, concise, and clear. Here are some best practices to help you finalize changes to your ad designs.
1) Layout & Design
The Interactive Advertising Bureau says that display ads need to be “distinguishable from normal web page content and the ad unit must have clearly defined borders and not confused with normal web content.” They also say that ad sizing should be flexible as people may view your ad on different-sized screens.
With those guidelines in mind, make sure your ad contains the fundamental elements:
- Company name and/or logo
- Value proposition or offer
- Image to represent service or practice
- Call to action button
The overall ad design should be kept simple, so people aren’t overwhelmed or confused when they see your ad. Your goal is to take the viewer to the main point. You’ll want to choose colors that fit with your brand or your industry.
Make sure you use high-quality images and give them a purpose. They need to be relevant to your practice or the service you’re advertising. Use a font that is clear and legible.
2) Messaging & Call to Action (CTA)
You want the copy in your ad to be engaging, so that along with the design, you can catch the viewer’s attention. But with limited space, the message needs to be short and to the point. And again, the value proposition and call to action are the most important and should be at the forefront of your message.
A concise headline with a clear value proposition paired with a direct call to action will make for a great ad. Don’t leave the viewer confused about anything. You want viewers to know exactly what you’re advertising or offering, and you want them to be curious to learn more. Plus, do so without too much copy. Find the right balance.
3) Placement, Budget & Bidding
Unlike Google Text Ads where you can target specific keywords, (i.e. Dentists Near Me and pay $9 each time someone clicks on the ad) Google Display Ads push content out to your target audience. You can target by age, location, parental status, household income, interests and more. You can also decide if your banner ads will appear on YouTube, Gmail, Game Apps or only the Display network. You never know, maybe someone on their dating app or drawing app is experiencing dental pain or wishes their smile were brighter.
It’s common with Google Display Ads to have very high impressions and low clicks. While this does get your brand out in the community, you will also find that those clicking will convert to new patients if you have a compelling ad and a landing page that makes it easy to schedule an appointment.
Assume in a competitive area, with a broad 10-mile radius selected around your office your ads can be viewed 250,000 times a month. Prepare yourself for the reality that you may only see 1,000-2,000 clicks a month. Each of those clicks may cost $0.20. But this can shift day-to-day. If you are comfortable with a $300 per month investment, consider a $10 per day budget. If you want to ease into Display Ads, consider $5 per day as your budget. It is best to adjust your budget over time instead of wishing you did not spend the money.
If you have refined your target audience and placement of your ads, you can confidently consider letting Google’s algorithm manage bidding to maximize conversions.
4) Other Ways to Use Your Google Ad Banners
Consistent messages across multiple channels are impactful when trying to improve your new patient counts. The same ads you use for Display Ads can also be used for targeting visitors to your website or your Facebook page. Marketing automation tools like SharpSpring provide an easy-to-use tool to maximize your brand awareness. Similarly, the ads you have can be posted with your Facebook or Instagram stories and feeds, or added to a landing page on your website.