Power Washing Creative Strategy: Key Ad Trends to Crush the Competition

8 MIN READ
Creative strategy for power washing contractors

Consumers are becoming increasingly sophisticated. Before picking up the phone, they’re researching your power washing company and checking out the competition—all while being bombarded with an endless stream of marketing “noise” everywhere they turn. How can you win the war for attention when so many contractors are trying to reach local homeowners in your service area?

It’s simple: You need to upgrade your power washing creative strategy. To keep your appointment book full amid today’s ever-evolving digital marketing landscape, you need to captivate consumers with engaging, curiosity-provoking ads. And you need to do it better than the competition.

Chances are, your paid ads aren’t driving clicks or conversions because local homeowners don’t notice your ads. Consumers don’t hate advertising—they hate bad advertising. According to recent statistics, 83 percent of people agree with the statement, “Not all advertisements are bad, but I want to filter out the really obnoxious ones.”

Thanks to countless low-quality, overwhelming, annoying ads, your consumers have developed banner blindness. They’re ignoring on-page elements that they perceive to be ads because those elements disrupt their user experience. 

To get noticed by your target audience, you need to create high-quality ads that capture their attention without being disruptive or invasive. You need to take your creative strategy to the next level with compelling ads that break through the digital noise.

 


 

Here’s how to do paid advertising for your power washing company better than the competition with powerful ad creatives.

 

1. Engage Your Target Audience With Rich Media

What’s the best way to stand out from the competition? Rich media. In a nutshell, rich media ads are display ads with dynamic features like video, audio, and other creative elements. Rich media ads deviate from normal text and static images, creating a next-level experience that encourages your target audience to interact with your ads.

There’s no denying that rich media is one of the most powerful tools in your marketing toolbox. According to a 2018 study, rich media ads outperform banner ads by a whopping 267 percent. With numbers like that, you can’t afford to ignore the power of rich media.

So, how exactly does rich media drive conversions? Dynamic, unique messaging and powerful CTAs cut through the digital noise, holding your viewers’ attention longer than traditional display ads. Using HTML5 technology, marketers can include multiple levels of content in one ad placement—from streaming audio to animation.

Feeling intimidated? Let’s take a step back. Rich media might sound overwhelming, but creating rich media ads is relatively straightforward with a creative management platform (CMP). CMPs automatically code rich media ads, so you won’t have to hire a specialist developer to start implementing your new creative strategy.

 

How to Do Rich Media Better Than the Competition

Rich media can take your paid media strategy to the next level—but you’ll need to leverage your resources to make the most of your ad spend. Here’s how to beat the competition with rich media.

  • Spy on the competition. New to rich media? Take a look at your competitors’ creative assets. Are they using video? What about text and animation? What does their copy look like? Try compiling your favorite competitor ads into a folder to spark some inspiration for your rich media strategy.
  • Plan your rich media strategy. Think about your campaign goals before committing to any creative assets. Consider your previous ad campaigns and what type of ads demonstrated the best performance. 
  • Design your creative assets. Once you’ve crafted your strategy and brainstormed creative assets, start building rich media ads with online tools like Google’s Rich Media Gallery. Alternatively, you can partner with a digital marketing company to design professional creative assets for your power washing company.
  • Track and measure your results. Now that you’ve implemented your new strategy, don’t forget to monitor your ads and make tweaks as necessary. If you’re a pro at static display ads, compare your rich media ad performance with static ads to see which ads offer the best ROI.

 

2. Drive Clicks With In-Banner Video

Here’s something we can all agree on: Video is the future of digital marketing. According to Hubspot research, more than half of consumers want to see more video content from brands and businesses—more than any other type of content. 

With video on the rise, more marketers are leveraging video content to enhance their ad experience. Video is one of the best ways to captivate your target audience, encouraging viewers to engage with your ads. They typically appear among the top search results or the sidebar, and it’s entirely up to the user if they want to click on the ad. In this way, they’re less disruptive than an outright promotion.

So, what exactly is in-banner video? And how can you start using it to your advantage? Simply put, in-banner video is a video clip that exists within a display ad. In-banner video ads use the space provided for an HTML5 banner ad to deliver video. In other words, they’re short videos (without sound) or GIFs embedded into a typical ad slot.

Like rich media, video ads deliver a dynamic viewing experience. When done right, in-banner video ads can transform your creative strategy with compelling messaging and captivating visuals, extending your power washing company’s video reach outside the in-stream environment.

 

How to Do In-Banner Video Better Than the Competition

Video is the tool you need to break through the digital noise and outpace the competition—but making the switch from traditional display ads to in-banner video ads requires the right strategy. Here’s how to make the most of your video ads so you can keep the phone ringing.

  • Keep it short and sweet. Sure, there’s no time limit for in-banner video ads, but shorter videos drive the best results. Short, concise video ads have the most negligible impact on web pages and offer the best user experience. 
  • Make user experience your #1 priority. When serving video ads, keep the user experience top of mind. When advertisers want videos to be implemented on the main parts of their page, you should ensure your video ads don’t disrupt the user’s on-page experience.
  • Don’t forget about A/B testing. Want to make the most of your ad spend? Skip the one-sits-fits-all approach. Try experimenting with various audience segments and different creatives to maximize your click-through rate.

 

3. Optimize Display Ad Campaigns for Mobile Devices

With more local homeowners searching for contractors on their phones, optimizing display ads for mobile devices should always be a priority.

Mobile display ads are banners that are optimized for mobile devices. They feature ad copy, creative elements, and images tailored for mobile experiences. According to eMarketer research, mobile digital advertising is expected to grow from $162.6 in 2018 to $384.9 billion by 2023. 

If mobile ads don’t play a role in your marketing mix, it’s time to make a change. Our clients tend to shy away from mobile ads because they’re smaller—but that’s no excuse for avoiding mobile optimization. Sure, mobile ads are smaller in size than your average desktop ad, but they’re not static or lifeless. Trust us: It’s possible to create dynamic mobile campaigns that drive clicks and conversions. Pristine Clean, a regional power washing company, found great success using banner display ads as part of their larger programmatic campaign in Northeast Ohio. 

 

How to Do Mobile Ads Better Than the Competition

To win at mobile display ads, you’ll need to change your creative mindset. Successful mobile ads are equipped with captivating designs, use the latest technology, and are hyper-relevant to viewers. Here’s how to get noticed by local homeowners with the power of mobile.

  • Build your campaign mobile-first. It’s time to start designing your campaigns with mobile in mind. As mobile usage increases year after year, display ads are more likely to be viewed on mobile. Instead of designing your ad campaigns for desktop and scaling down, it’s time to think mobile-first and then scale up.
  • Master the basics. You’re working with limited space, so you need to keep your mobile ads simple. Instead of overwhelming viewers with a busy banner, opt for clean designs. Here, you’ll want to stick to your brand style, but apply it in a more minimalistic way.
  • Perfect your ad copy. Some marketers flood their banners with copy. This strategy might work with desktop ads, but it’s not going to drive clicks on mobile. For the best results, keep your ad copy short and simple. Craft a clear message and a powerful CTA to spark curiosity and encourage your target viewer to click through.

 


 

Rethink Your Power Washing Creative Strategy

In today’s competitive digital landscape, you need to find creative ways to break through the digital noise and win the war for attention.

Ready to step out in front of the competition and get noticed by your target audience? We’re here to help you create powerful ad creatives that drive website traffic and conversions. Reach out to our team to take your power washing creative strategy to the next level.

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