In today's digital age, display advertising is quickly becoming a go-to tool for healthcare digital marketing. It provides healthcare organizations with an opportunity to reach out to their customers in a cost-effective and timely manner, while also providing valuable insights into customer behavior. In this primer, we'll explore the basics of display advertising in healthcare digital marketing, from how it works to how to use it effectively. We'll also discuss how display advertising can be used to reach specific audiences and the impact it can have on a healthcare organization's bottom line.
Targeting Options
Display advertising provides healthcare digital marketers with powerful targeting options.Ads can be targeted based on demographics such as age, gender, and income level; geolocation, allowing ads to be tailored to specific geographic regions; interests and behaviors, allowing marketers to identify and target their desired audiences. Demographic targeting allows healthcare digital marketers to reach individuals in their target audience who may not be actively searching for healthcare services. For example, if a healthcare provider is targeting women between the ages of 40 and 65, they can use demographic targeting to ensure that their display ads are being seen by the right people. Geolocation targeting allows marketers to serve ads to people in specific areas.
This type of targeting can be particularly effective for healthcare providers who want to reach potential patients in their local area. Interests and behaviors targeting allows marketers to serve ads to people based on their interests and activities. For example, if a healthcare provider specializes in women's health, they can target their display ads to people who have shown an interest in topics related to women's health. Finally, healthcare digital marketers can also use retargeting, which allows them to serve ads to users who have previously interacted with their website or app.
Retargeting can be a powerful tool for increasing brand awareness and generating leads.
Types of Display Ads
Display advertising is one of the most powerful tools for healthcare digital marketers, enabling them to reach and engage with potential patients online. When it comes to display ads, there are a few different types available. The most common types of display ads are banner ads, interstitial ads, and native ads.Banner Ads
: Banner ads are perhaps the most widely-recognized type of display ad.They typically appear at the top or bottom of webpages and often feature images, text, and animations. Banner ads can be used to drive traffic to a website or to promote a product or service.
Interstitial Ads
: Interstitial ads appear between two webpages as an interruption. They are usually more visible than banner ads, and have higher click-through rates (CTR).Interstitial ads are often used to promote special offers or discounts.
Native Ads
: Native ads blend into the content they appear in and often look like editorial content. They are becoming increasingly popular with healthcare digital marketers because they don’t disrupt the user experience and have higher engagement rates than other types of display ads.Best Practices
When it comes to optimizing display ad campaigns, it’s important to create high-quality ads, track performance metrics, and test different ad formats and targeting options.To ensure success with display advertising, healthcare digital marketers should focus on the following best practices:Create Quality AdsThe quality of the ads you create is one of the most important factors in optimizing display advertising campaigns. Ads should be visually appealing and include compelling copy that resonates with your target audience. Quality ads are more likely to be seen and clicked, which can help to increase conversions.
Track Performance Metrics
It’s important to track performance metrics such as impressions, clicks, and conversions. This will help you to determine which ads are performing well and which ones need to be adjusted or removed.Tracking performance metrics will also help you measure the success of your campaigns.
