Healthcare Marketing

A smart healthcare marketing blog
05
February 2014

5 tips for display advertising

Display advertising is the dependable darling of the digital marketing world. After all, a picture is worth a thousand words and an animation worth even more. But getting a display ad just right is not an easy task to navigate.

Here are 5 best practice tips to help you.

glass-1A CONTRASTING CALL-TO-ACTION PROMOTES CLICKING

You should not let your call-to-action blend in with the background of your ad. Best practice is to make sure that the button stands out from all competing elements.

glass-2MAINTAIN THE CALL-TO-ACTION FOR THE ENTIRE AD

Keep the CTA static. Don’t make your patients chase after it! Keeping a call-to-action present and predictable makes it easy to read and increases the chances of customers clicking through.

glass-3SIMPLE IS BETTER—AVOID TOO MANY WORDS OR IMAGES

Visual clutter is off-putting for viewers. Less is more :: the less forced into an ad, the more can be understood! People don’t want to work for information, make it easy for them to know you faster!

glass-4PUT THE FULL STORY ON YOUR SITE, NOT YOUR AD

You have 2 seconds to capture a viewer’s attention with a banner ad, and another 3 to make them want to click it. Use your website for details and use your banner to get them there.

glass-5THE TAGLINE IS AS IMPORTANT AS THE PRODUCT

Patients want to know why they should click your ad, this is their answer. Shave your message down to its essentials. People don’t click on ads they don’t understand, be clear and concise.

US Ad Spend Trends in Q3 2013

US Ad Spend Trends in Q3 2013

Google Display Ad cheatsheet

Google Display Ad cheatsheet

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