As more patients gravitate to search online for healthcare guidance and services, display and search ads make all the difference in being competitive in your local market. But as medical practices search for opportunities to make strides in their digital outreach, they will encounter differing methods: display ads vs paid search. Both are effective, but in this blog, you will learn the difference between paid search and display and the benefits of each.
Paid Search and Display Ads Explained
The distinction between paid search vs display ads is where consumers find them. If you are doing a Google search, you will find paid ads (commonly known as pay-per-click or PPC) placed as “sponsored” ads at the top of search results. Display ads can show anywhere internet users end up, such as email, websites, or other content such as YouTube videos.
When it comes to digital advertising, the key question is which approach will reach an audience of those who are more likely to become new patients. Paid search ads are like fishing with a specific kind of bait, whereas display ads are like signs placed in key traffic areas out in public view.
Defining Paid Search Advertising
Is search engine marketing the same as paid search? SEM and PPC marketing can be used interchangeably. The goal is to get a medical practice’s website placed on the first search engine results page (SERP), preferably at the top of that list, by using keywords.
Paid search ads are powerful text-based advertisements that strategically appear on search engine results pages (SERPs) in direct response to a user’s specific query. Operating on a cost-per-click basis, they deliver immediate results for consumers actively searching for healthcare services. This approach makes them highly effective for achieving prompt conversion objectives, like submitting a new patient appointment request form.
Defining Display Advertising
On the other hand, display ads are highly effective visual-based advertisements that strategically appear on websites within an ad network. Targeting parameters based on demographics, interests, or previous online activities, display ads go beyond immediate search intent for a far-reaching impact. With their pivotal role in branding and retargeting efforts, display ads serve as an excellent tool for sparking interest and expanding exposure to new audiences.
Strategizing for Success: When to Use Paid Search vs. Display Ads
The choice between display ads vs paid search would align with your campaign objectives. Planning begins by grasping the distinction between capturing user intent during passive browsing and active searching. By making an informed decision, you can optimize your advertising strategy for maximum effectiveness.
The Pull of Paid Search: Capitalizing on User Intent
Paid search ads are best for achieving immediate results when a patient is looking for information, healthcare services, or products. This approach helps your practice reach patients who intend to take action right away and require instant gratification. A highly targeted audience with customized ad copy that resonates with their specific needs draws their attention from other search results.
Paid search is all about capturing leads ready to take action. By targeting specific keywords and timing your ads to coincide with active searches, you can reach potential customers at the moment they’re most likely to convert. With the right approach, you can attract patients to schedule appointments or consider your services as a top-of-mind choice for their healthcare needs.
The Push of Display Advertising: Building Brand Awarenes
Display ads are ideal for building brand awareness and reaching a wider audience. By targeting specific demographics or interests, display ads can tap into potential patient pools that may not have been previously considered by your practice.
They leave a lasting impression on potential patients, even those who may not be actively searching at the moment. These ads can also target specific demographics or interest groups. Retargeting previous website visitors is another effective strategy to keep your practice top-of-mind.
Display ads also have the advantage of standing out visually, versus paid search ads that are entirely text-based. This makes display ads ideal for promoting new services or showcasing your practice’s best features. They allow you to be creative in interaction with your audience, ultimately leading to higher engagement rates.
Tips For a Well-Executed Paid Search or Display Ads Campaign
Paid advertising is expensive, and campaigns must be cost-effective for them to be worth the investment. The better informed a digital advertising strategy is, the better chance it has for success, and with a fuller context, you can better navigate these big decisions when considering display advertising vs paid search.
1. Best Practices for a Balanced Digital Advertising Strategy
The key to creating an effective digital advertising strategy is to find the right balance between display ads and paid search. It is important to consider both the goals of the campaign as well as the target audience in order to determine which type of ad will be most effective. Major advertising platforms like Google include tools to help tailor your audience.
For a medical practice marketing strategy, it is crucial to conduct research on where the patient is in the decision process. Then you can orient your advertising campaigns accordingly, using supplementary channels to nurture the conversion of your target patient to new patient.
2. The Impact of Machine Learning on Display Advertising
By using machine learning algorithms, advertisers can analyze large amounts of data to identify patterns and trends that can be used to optimize campaigns in real-time. This allows them to make more informed decisions about where to place their ads and how much they should spend on each ad placement. This helps advertisers get the most for their ad budget so they can avoid wasting money.
3. Cost Implications of Choosing Display Ads Over Paid Search
Generally speaking, display ads tend to be more expensive than paid search because of the additional expense to create them. But when display ads yield higher returns if done correctly by reaching larger audiences through multiple channels such as websites, mobile apps and social media platforms, it may be worth the cost. New users may be offered discounts or credits to offset the risk of expensive display advertising.
4. Industry Benchmarks for Conversion Rates & Cost Per Click
Key benchmarks like conversion rates and cost per click (CPC) into account provide valuable insight into the cost-effectiveness of each campaign type in terms of ROI over time. By understanding how different campaigns perform in various industries, companies can make more informed decisions based on their individual needs and budget constraints.
5. Patient Journey Considerations
Display ads can build awareness and capture passive interest, while paid search ads capitalize on active user intent. In the case of healthcare, most patients gather copious amounts of information online before making a decision. Paid search and display ads both have the potential to reach potential patients at different stages of their journey. By understanding the habits of your target audience, you can determine which route holds the most promise for your marketing efforts.
6. Reporting, Analytics, and Improvements Over Time
Both methods of paid advertising offer robust analytics and reporting features. Use these tools to track performance, adjust campaigns, and optimize spend for better ROI. Keep in mind that the impact of paid ads may not be immediate, and it takes time to gather data and make informed decisions. Regular monitoring and adjusting of campaigns can lead to more effective results over time.
Summary: The Difference Between Display Advertising and Paid Search
In the ever-expanding realm of digital marketing, understanding the nuanced dynamics between display ads and paid search ads is integral for medical practices seeking to build online appeal in the digital landscape. Which paid channel you choose to activate depends on who you are targeting and what your budget can support.
Paid search ads – synonymous with pay-per-click (PPC) – strategically position themselves as “sponsored” atop search engine results pages (SERPs), perfectly tailored for users actively seeking healthcare services. Conversely, display ads, embracing visual diversity, grace various online spaces, targeting audiences based on demographics or interests. The decision between each approach hinges upon online outreach goals and what audiences a medical practice is trying to target.
Paid search is like a fully equipped fishing boat where you get to choose what tools and “bait” to use to capture your target audience where display ads are more like putting up fliers on a campus according to average foot traffic patterns – they see the flier here and will see it again the next place they walk to. But of course, with the move of marketing from analog to digital, medical practices who invest in digital marketing now have the advantage of getting accurate data insights as to how many people view the ads they put out, where they are in the world, and how they are responding to them.
Make Smarter Investments with Guidance from the Experts in Healthcare Digital Marketing
Leaders in your organization know that an aggressive digital advertising campaign is the key to being more competitive in the market, but putting together a campaign for the first time can be very intimidating. Partnering with marketing experts can help you find the best way to invest your ad spend online.
iHealthSpot has vast experience in guiding healthcare businesses of all kinds in creating effective digital advertising plans based on solid best practices in healthcare marketing, including display vs paid search. Reach out today to learn about your opportunities to be more competitive in the digital world.
