Display advertising is an powerful tool for independent pharmacies looking to boost their online presence and drive customer engagement. This form of advertising is not only cost-effective but also allows for a quick return on ad spend. The flexibility to launch and adjust your pharmacy display ads instantly on your website makes them a valuable addition to your pharmacy advertising strategy.
What are display ads?
Display ads are a type of online advertising that appear on various websites across the internet. Unlike text-based ads, display ads utilize visual elements such as images, videos, animations, and interactive content to attract and engage viewers. These ads often include a combination of text and graphics, along with a clear call to action (CTA) that prompts users to take a specific action, such as visiting a website, signing up for a newsletter, or making a purchase. Display ads are highly versatile and can be tailored to fit different formats and sizes, making them suitable for a wide range of pharmacy advertising objectives.
How to leverage pharmacy display ads
Pharmacies can leverage display ads in several ways to enhance their marketing efforts and reach their target audience more effectively:
1. Promote special offers and discounts
Highlight special promotions, discounts, and limited-time offers to attract new customers and retain existing ones. For example, feature a “Buy One, Get One Free” offer on popular over-the-counter medications or pharmacy-grade supplements.
2. Showcase new products and services
Introduce new products, services, or programs available at your pharmacy through visually appealing display ads. For instance, if your pharmacy has recently started offering a medication synchronization program, a display ad with vibrant images and a clear CTA can help inform your customers about this new service.
3. Enhance your pharmacy’s brand awareness
Use your pharmacy’s branding elements, such as logos and color schemes, in your display ads to strengthen brand recognition and awareness. An ad campaign that regularly features your pharmacy’s logo, colors, and tagline can help build a strong brand presence over time.
4. Drive traffic to your pharmacy website
Compelling display ads can drive traffic to your pharmacy’s website, where users can learn more about your offerings and services or even to self-service functionality to transfer prescriptions or schedule an appointment
5. Target specific audiences
Leverage targeting options to display your ads to specific demographics, interests, and behaviors, ensuring that your message reaches the most relevant audience. For example, target ads for shingles vaccinations to adults aged 50 and over, or promote collagen supplements to women aged 30-50 who are interested in skincare and wellness.
6. Retarget past visitors
Reach users who have previously visited your website with retargeting display ads, reminding them of your products and encouraging them to return and complete a purchase. If a customer visited your site to check out a new skincare product but didn’t make a purchase, a retargeting ad can remind them of the product and potentially offer a discount to entice them to buy.
General rules for creating effective display ads
Creating effective display ads requires a combination of strategic planning and creative execution. Here are some essential guidelines to help you design ads that capture attention, drive engagement, and achieve your marketing goals.
1. Create multiple ad variations
Aim to produce at least five different variations of display ads using your preferred editing tool. This allows you to test different designs and messages to see which performs best.
2. Use optimal ad sizes
If not specified otherwise, use a 320×50 size dimension. This size is popular on both desktop and mobile devices, ensuring your ad reaches a wider audience.
3. Use clear & concise copy
Ensure your ad creative features a brief, easy-to-digest copy. This helps capture the attention of viewers quickly and conveys your message effectively. For example, an ad promoting flu shots might include a catchy headline like “Stay Healthy This Flu Season” and a short description of the service.
4. Include a call-to-action
Incorporate a clear call-to-action (CTA) button in your ads to prompt users to take the desired action. A strong CTA can drive engagement and conversions. For instance, an ad for your Nutrient Depletion Counseling might include a “Learn more” button to direct users to the relevant page on your website.
Measuring the success of your display ads
Once you’ve created and launched your ad campaign, it’s crucial to measure its success using various metrics.
Some key performance indicators that you’ll want to evaluate are:
- Reach: The number of unique users who have seen your ad.
- Impressions: The total number of times your ad is displayed.
- Clicks: The number of times users click on your ad.
- Click-Through Rate (CTR): The ratio of clicks to impressions, indicating how well your ad is engaging viewers.
- Conversion Rate (CVR): The percentage of users who take a desired action after clicking on your ad.
- Return on Investment (ROI): The financial return you receive from your ad spend, helping you assess the overall effectiveness of your campaign.
Continuously improve your display ads
Just like any other marketing strategy, it’s important to use historical data and metrics from your previous campaigns to help you make future adjustments. After you have analyzed your key performance indicators, ask yourself the following questions to refine your approach:
- Should we swap out ad creatives? While it’s likely you’ll need to update your ad creatives for different seasons, each ad should run for at least three months. This duration allows enough time for your audience to see, need, and respond to the ad. Remember, ads should emphasize specific promotions or services rather than serve as a long-term or marketing method.
- Is it time to change the ad campaign topic? Consider whether the current ad campaign topic is still relevant. It’s advisable to allow a campaign to run for a minimum of three months, as advertising often takes time to generate a response from patients.
When optimized and managed properly, display advertising offers independent pharmacies a dynamic and versatile tool to enhance their online presence, attract new customers, and retain existing ones. With thoughtful planning and execution, display ads can become a cornerstone of your pharmacy’s digital marketing efforts.
Want to learn more about display ads & other pharmacy advertising strategies?
Watch our webinar, Optimizing & Marketing Your Pharmacy’s Clinical Services or talk to one of our digital marketing experts today.
