Display Ad Design 101: What You Need to Know

Would you like to reach 90% of online consumers while they’re browsing their favorite websites and apps? If the answer is yes, then a Google Display campaign may be the perfect choice for you!

One of the first steps in starting a successful Display campaign is to determine what image assets will be used. Careful consideration during this process is critical, as it can make or break your whole Google Display advertising efforts. Not only do your ads need to be eye-catching, but they must also contain the information needed to help guide the viewer in becoming your customer. Continue reading for some Display ad design tips from Midwest Marketing’s Google certified digital marketing experts and experienced graphic design team.

  • Include your logo. Your logo should be a dominant visual aspect of your ad to increase brand awareness. However, you want to make sure it’s not bigger than your value proposition, which we’ll get into next.
  • Add a value proposition. To put it simply, this will be the copy of your ad. For Google Display ads, this text will be very short, as large amounts of text may not be legible on many mobile and desktop ad sizes. Use buzzwords such as “Sale”, “Percent Off”, “Special Offer”.
  • Don’t miss the call-to-action (CTA). The most important aspect of your ad, the CTA, lets the person viewing the ad know what they should do next. CTAs usually include copy like “Buy Now”, “Sign up”, “Download”, “Call Now”, etc. Basically, choose the action that makes the most sense for your company and that will help you reach your business goals.
  • Include only one product or service in each ad. Often, people want to include everything and the kitchen sink in one teeny tiny Display ad, leading to an ineffective, crowded ad that people won’t bother engaging with. Focus on only one element of your business in each ad, whether that’s an individual product you offer or one of your services.
  • Create variations of ads. Display ad campaigns are not “set it and forget it”. In order to see long-term success with your campaign, you will need to evaluate ad performance regularly and optimize based on how things are performing. This includes switching out your image ads periodically to see if certain ones perform better. While you’re designing your ads, make small variations in color, value proposition, font, etc. so that you can conduct A/B testing and boost the success of your campaign.
  • Create the right sizes. Having assets in different sizes allows Google to place your ads in more places across the Web. Learn more about what sizes Google recommends for Display campaigns here.

Need help creating a Google Display campaign that helps you reach your unique business goals? Our team is here to help! Contact us today to get started!