Display ads help you reach potential customers on other websites, social platforms, and apps through visual banner ads. Here are the best practices for display ads to help you get the best results.
1. Understand Display Ads
Display ads are a visual-based form of online paid advertising showcased on a wide array of online platforms, including websites, social media, and mobile apps. They come in various formats, such as banners, interstitials, rich media, and video ads.
Display Ads vs. Search Ads
Display ads use interest-based targeting, while search ads target users based on their search queries. For instance, a display ad for fitness gear might target individuals who frequently visit health and wellness websites, while a search ad would target those actively searching for “best fitness gear.” Both have their strengths, but display ads are particularly effective for building brand awareness and retargeting users who have shown interest in your products or services.
2. Design Best Practices for Display Ads
Create Multiple Formats
Given the myriad of display ad formats available (over 40 on the Google Network alone), creating multiple variations ensures broader reach. However, start with the top-performing sizes for maximum impact:
- Large Rectangle: 336 × 280
- Inline Rectangle: 300 × 250
- Half Page: 300 × 600
- Large Mobile: 320 × 100
- Leaderboard: 728 × 90
If you have additional resources, consider testing other sizes like Mobile (320 × 50), Wide Skyscraper (160 × 600), and Large Leaderboard (970 × 90). By diversifying ad formats, you increase the chances of reaching your audience across different platforms and devices.
Use Responsive Display Ads
Leverage Responsive Display Ads to automatically adjust the format and size to fit various ad spaces, ensuring maximum visibility and engagement. For example, Google Ads allows you to upload multiple images, headlines, and descriptions. Then, it dynamically generates ads that fit seamlessly into any ad space on the display network.
Add Your Logo
Including your logo in your display ads not only boosts brand recognition but also ensures consistency across your marketing collateral. A well-placed logo enhances brand recall, making it easier for potential customers to recognize and remember your brand.
Present a Clear Value Proposition
Your value proposition should clearly communicate the unique benefits of your product or service, driving your audience to click your ad. Highlight what sets you apart. For instance, a travel agency might use a value proposition like “Explore Exotic Destinations with Exclusive Discounts.” This immediately tells the user what they will get and why it’s valuable.
Choose an Enticing Call to Action (CTA)
An effective CTA urges the viewer to take the desired action, such as “Shop Now” or “Learn More.” Use contrasting colors and compelling language to make it stand out. For instance, “Get Started Today” vs. a more mundane “Click Here” can make a world of difference in encouraging user interaction.
Keep Designs Simple
Adopt the KISS principle – Keep It Simple, Stupid. Avoid clutter and focus on clear, high-impact visuals and succinct messaging to capture attention quickly. Imagine you are designing for someone scrolling quickly through a busy page; they should be able to understand your ad’s message and intent at a glance.
Use Easy-to-Read Fonts
Select easy-to-read fonts. Avoid overly decorative fonts and ensure text can be read on all devices, particularly mobile. Fonts like Arial, Helvetica, and Verdana are good choices for their readability across different screen sizes.
Strong Imagery
Choose high-quality images that relate to your ad’s message and enhance the value proposition. For example, if you’re advertising a beach resort, use vivid, inviting images of the resort and surrounding scenery to attract potential vacationers.
Frame the Image
Use a border around your ad to naturally draw attention to it, especially on ads with a white background. This can be a simple 1px line that sets your ad apart from the surrounding content, making it more noticeable.
Make Sure Your Landing Page Matches Your Ad
Ensure a seamless transition from ad to landing page, maintaining consistent branding and messaging to enhance user experience and increase conversions. If your ad promotes a discount, ensure the landing page reiterates this offer prominently. This continuity helps reduce bounce rates and boosts conversions.
3. Copywriting Best Practices for Display Ads
Tailor Your Messaging
Align your ad copy with the targeted audience segment, ensuring it resonates with your intended viewers. For example, an ad targeting young professionals might use a more modern and casual language compared to an ad targeting retirees.
Create Urgency
Use time-sensitive language to create a sense of urgency, encouraging immediate action from the viewer. Phrases like “Limited Time Offer”, “Hurry, Sale Ends Soon”, or “While Supplies Last” can prompt quicker responses.
Use Unique and Fun Ad Copy
Your ad copy should stand out and engage the audience. Use clever, descriptive language to capture and retain attention. For example, rather than saying “Buy Our Coffee”, try “Brew the Perfect Morning with Our Coffee.” It evokes imagery and creates a connection.
4. Targeting Strategies for Display Ads
Get Your Display Ad Targeting Right
Utilize advanced targeting options such as:
- Remarketing: Target previous visitors to your site. For example, show ads for winter boots to users who viewed these items on your site.
- Affinity Audiences: Reach people based on their interests. If your product is related to fitness, target audiences who frequently visit fitness blogs and forums.
- In-Market Audiences: Target users actively considering making a purchase. Google categorizes users based on their browsing behavior, allowing you to reach those on the verge of buying.
- Demographic Targeting: Narrow your audience by specific demographics like age, gender, or income level. This is particularly useful for products or services that appeal to a specific demographic group.
- Customer Match: Create custom segments from your customer data. Upload your email lists to Google Ads to target these users across the Google Display Network.
Explore Rich Media
Incorporate interactive elements like video or audio to make your ads more engaging and memorable. For instance, a rich media ad for a new smartphone could allow users to rotate the phone to see it from different angles or show a demo video highlighting its features.
Ensure Ads Are Mobile-Friendly
With the growing mobile user base, design ads that are optimized for mobile view to maximize reach and engagement. Test your ads on various devices and screen sizes to ensure they look great and load quickly on mobile platforms.
Take Advantage of AI Tools
Tools like AICreate’s Display Ad Generator can streamline the ad creation process by offering automated design and copy suggestions, helping you to produce high-quality ads efficiently. These tools can also analyze performance data to suggest optimizations.
5. Test, Measure, and Optimize
A/B Test Your Ads
Run A/B tests to compare different variations of your ads to determine which elements perform best. Experiment with various designs, CTAs, and messaging. For instance, test different value propositions or CTAs to see which ones drive higher click-through rates.
Monitor Performance Metrics
- Click-Through Rate (CTR): Measures the percentage of people who clicked your ad after seeing it. A higher CTR indicates that your ad is compelling and relevant to your audience.
- Conversion Rate: Shows the percentage of clicks that resulted in a desired action, such as a purchase or sign-up. This metric helps gauge the effectiveness of your landing page and overall campaign.
- Return on Ad Spend (ROAS): Calculates the revenue generated for every dollar spent on advertising. It helps determine the financial effectiveness of your ad campaigns.
Optimize Based on Data
Use the insights gained from your performance metrics to refine and enhance your ad strategy continually, ensuring you’re maximizing your advertising ROI. For example, if certain ad formats or targeting strategies consistently outperform others, allocate more budget to those areas.
The Takeaway
Creating effective display ads involves a blend of strategic targeting, compelling design, and engaging copy. By adhering to these best practices and continuously testing and optimizing your campaigns, you can significantly improve your advertising performance.