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Static vs. Responsive google advertising: how to increase your advertising retrun on investment

Leverage Responsive Display Google Ads for a higher return on investment.

by Michelle Nessman | February 22, 2019 | Google Advertising

Photo by John Schnobrich on Unsplash

All the stats show that seniors and their adult children are using the internet more and more every year to research assisted living options. Your audience is increasingly digital-savvy. They’re searching online, they’re using social media, they’re checking their text messages. The debate around whether or not seniors are using the internet is over. The research continues to prove the people you need to reach are online pretty much every day.

Google Ads can be an incredibly effective way to reach your internet-savvy seniors and their adult children. Whether you are looking to increase occupancy after attrition hit your senior living communities hard or are wanting to ensure that you stay ahead of your projected fill schedule for a new property, knowing how to structure your campaigns, selecting the right targeted keywords, and even knowing which types of ads to use can make a big difference between an effective advertising campaign with a high return on investment, and a campaign that falls flat on its face. Digital advertising can be expensive, but it can also generate a very high volume of qualified leads.

 

Static Display Ads vs. Responsive Display Ads

Display Ads are your ads that have images in them and appear in the Google Display Network (GDN.) The GDN is a huge (over 2 million) collection of websites, apps, and videos that reserve display advertising space. When you use Google display ads, they appear in the GDN where your potential leads see (and hopefully) click on them.

You have multiple options for your display ads. If your ads need to be reviewed and approved within a very strict structure, if you are required to use certain fonts and certain colors, if you are restricted to particular layouts, then your best bet is to stick with the basic, static display ad type.

In pretty much every other circumstance, you should embrace the responsive ad structure in your Google Ads account. So how does responsive display advertising work? Responsive display ads take multiple assets (up to 15 images, 5 headlines, 5 descriptions, and 5 logos) and create various combinations in various sizes for the GDN. Google uses machine learning — testing different combinations — and then defaults to the ad combinations that work best. According to Google, advertisers see a 10% higher conversion rate with responsive ads vs. static ads.

 

Three Crucial Elements for Effective Assisted Living Responsive Display Ads

 

1. Images and Logos – Grab the User’s Attention with Your Imagery

Use great quality, high-resolution images and logos. Be sure your images have a focal point that makes sense for your ad. The ads will display at different sizes, so choose imagery that will work at the various sizes.

It cannot be overstated how important your imagery is. If you’re going to use stock photography, choose quality imagery that isn’t used in every other assisted living community marketing. (The man in the grey sweater, the woman in the blue dress. You know exactly which photos I’m talking about! Don’t use those!) If at all possible, hire a professional photographer to take pictures on your campus. And, if your budget can sustain it, have the photographer provide professional models. This eliminates the issues around what to do with images after a resident passes.

With custom photography, you have wonderful assets you can use across all of your marketing materials (print, digital, social, ads, etc.) We all know a picture is worth a thousand words. Custom photography can be a very sound investment.

For your responsive ads, Google provides dimensions and maximum file sizes for your images and logos:

Images                                                                
Landscape (1.91:1): 1200×628 (min required: 600×314, max file size: 5120KB)
Square: 1200×1200 (min required: 300×300, max file size: 5120KB)

Logos
Landscape (4:1): 1200×300 (min required: 512×128, max file size: 5120KB)
Square: 1200×1200 (min required: 128×128, max file size: 5120KB)
Google recommends both types of logos and literally states, “Adding only a landscape logo can limit your reach and isn't recommended.”

 

2. Messaging – Use Compelling Messaging that Addresses all Stages of the Funnel

Consider all stages of the buying cycle. From your adult child who is casually searching for information about dealing with an aging parent, to considering different communities, to scheduling tours, and making deposits – your audience is at all stages of that buying cycle. Structure your ad campaigns to meet each of those stages.

Within a single responsive ad you get 5 different headlines and 5 different descriptions. Google will use multiple headlines and multiple descriptions in a single ad, so you want each one to be completely unique. For example, you wouldn’t want to use these headlines together:

“Best Assisted Living Community”

“Assisted Living Community – Best”

“Find the Best Assisted Living”

There’s way too much repetition in those headlines. You want each of your five headlines to be as unique as possible, so your message is as strong as possible when they are combined.

Same thing with your descriptions. You get up to 90 characters in your descriptions. Use those characters! And make each description unique. Answer the questions your adult child is searching within your description. Compel them to click on the ad to learn more, schedule a tour, whatever it is they are ready to do at that particular point in their journey.

 

3. User Experience – Create an Amazing User Experience from the Ad to the Landing Page to Conversion

Whatever messaging you use in your ads, it should be cohesive with the messaging you use on your landing page. (And, don’t send people to your homepage! Create a landing page that is specific to the campaign you’re running with your Google Ads. You’ll have a significantly higher conversion rate if you’re guiding your audience through a very specific journey.)

The imagery, the messaging, and the emotional appeal of your ads should carry through to your landing page. If you’re posing questions in your ads, the beginnings of the answers should be on your landing page. If you’re promising certain things in your ads, deliver those promises on your landing page.

Provide an easy conversion on your landing page. Whether it is completing a form to schedule a tour, making a phone call, downloading a guide — whatever your primary call to action on your landing page — make it simple for your adult child to complete. Make sure it works just as well on a phone as on a computer.

 

Quick Guide to Responsive Google Display Ads

  1. Use compelling imagery
  2. Craft unique headlines and descriptions
  3. Consider the entire experience from the ad all the way through to conversion

 

Do Responsive Google Display Ads really work?

Check out the results in the graphic. When we switched from static display ads to responsive display ads, we saw the following:

  • Clicks saw massive increases.
  • Impressions decreased as we reach a more qualified audience.
  • Click through rate increased from .19% to .96%
  • Average cost decreased from $.50 to $.17 per click.

We continue to see impressive gains across the board. This is a four week period over the holidays:

In the senior living industry, unless you’re bound by corporate branding rules, it simply doesn’t make sense to use static display ads. Take the time to write great copy, get engaging images, and build responsive ads. As you run these ads, Google will get “smarter” and you’ll get increasingly better results!

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