Are you running a business online?
Do you use Google Display Ads to attract customers? But not getting enough out of it.
As a business owner, if you are running your business online to sell products or services, you might be aware of the challenges you face engaging customers. You might be using Google Ads for advertising online and probably have come across Google Display Ads.
If you are new to Google Display Ads, let me tell you that Google allows you to buy a space to display your ads somewhere across Google Display Network; which is a huge network reaching across 90% of internet users.
Google Display Ads is one of the most used advertising tools if you want to broadcast your business to a large number of audiences. The small piece of ads that you see while browsing across websites is due to Google Display Advertising.
Only creating display ads does not start giving you as much as you desire. To gain the best return on investment, you need to implement Google Display Ads best practices. Moreover, it depends on your target audience, type of business and product or service.
Google Display Ads Best Practices To Create Effective Campaign
There are no shortcuts to create an effective Google Display Ads campaign. Using the same banner image everywhere will not entertain your customers. To overcome such issues you need to apply Google Display Ads Best Practices into your campaign.
1. Decide The Purpose Of Display Ads
Most of the time, some advertisers create display ads not deciding their end goal. For what purpose are you creating display ads? Do you have any plan or strategy in mind?
Only adding image, writing some headlines and descriptions cannot make your ad stand out among your competitors. You need to create a plan including three “W”.
- Who your target audience is?
- What you expect them to do?
- Where can you find them on the internet?
Keeping your goal in mind, you want to create a display ad that conveys the right message to the right people at the right time. By briefly describing the purpose can be one of the top Google Display Ads best practices that you need to implement.
Plan out the strategy that can help you raise your brand awareness. Even a small change in text in your headlines can make a huge difference in your ad as per the target audience. Carry out some tests by creating different ads using a different set of text and images.
Moreover, you can implement a remarketing strategy for your display campaign. By using dynamic remarketing, you can reach the visitors with ads about the specific products or services they saw earlier or took some interest in your ads.
2. Image Optimization
Images can be the best medium to present your product or services in front of potential customers. Google Display Ads enables advertisers to upload images to their ads in square and landscape format.
During the image upload process, make sure you use only high-quality images that can be prominently visible on large screens also. Additionally, the image size for all ad units will not be the same. The image size will also differ from mobile devices to large computer screens.
Optimize the image that can be scaled to fit all ad spaces. Contrary, do not use zoomed images that become difficult to view on the mobile screen. It is recommended to review the images before upload.
As Per Google Always Keep in Mind:
- Add at least five different images to your display ads to get the most out of it.
- You can add up to 15 marketing images.
- Your landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. The file size limit is 5120KB.
- Your square (1:1) image should be greater than 300 x 300. The file size limit is 5120KB.
A Real-World Example:
We are running Google Display Ads for a pool cleaning company. It provides pool maintenance, repair and cleaning services.
You can see in the above image we have optimized images to fit all ad sizes. The image is clear and helps users to understand that image directly relates to pool services.
Therefore while selecting images, think how will it look after scaling. You can always check the preview of how your display ads would seem on different devices with various ad formats. If the image does not look great leave it and go for another.
In short, optimize the images you want to use in your display ads. An image represents a great impression on the customer’s mind. Be selective while choosing the images which finally leads to an eye-catching ad.
3. Use Company Logo
Every business should have a logo. If you want recognition and become a brand, then having a logo implies Google Display Ads best practices. A logo represents your brand.
As per a saying, “A strong logo is the beginning of your company’s branding and conveys your business’s vision.”
A logo is the first impression of your business. It can quickly grab the attention of the user and deliver a business core value in an engaging way. You can gain this benefit if you have a sold logo that speaks for your business.
The logo upload procedure is the same as the image – square and landscape. The primary obstacle is that the design of some logos is always meant to be in a square or landscape. Which can be quite disappointing when you scale them.
If you are one of them who have only a square or landscape logo, we suggest you adjust your logo to make a better fit in the available space. Do not annoy to only use your icon part of the logo for a square portion. In addition, either to shift the alignment of the logo to make a better fit for the landscape portion.
As you see in the above image, the full BMA logo does not fit in a square format. So we have cropped the icon to fit the square format. You need to spend some time to edit the logo for Google Display Ads.
As Per Google Always remember:
- Your logo should be square (1:1) and should be 128 x 128 or greater. The recommended size for the square logo is 1200 x 1200.
- For best rendering, it is also recommended to add a landscape (4:1) logo, which should be 512 x 128 or greater.
- The recommended size for the landscape logo is 1200 x 300.
- For all your logos, a transparent background is best, but only if the logo is centered. The file size limit is 5120KB.
4. Select The Best Text Combinations
While creating Google Display Ads, you are provided with a number of text fields to show how you can help your consumers. 
- Headlines: 30 Characters (Up to 5)
- Long Headline: 90 Characters (Only 1)
- Description: 90 Characters (Up to 5)
- Business Name: 25 Characters
You have plenty of text to showcase your products or services. But keep in mind that your ads might not always include all your text and images. For some formats, some shortening of text may occur. Besides that, you need to know which text combinations are shown together.
a. All Headlines will never be shown together
You do not have to repeat the same message in headlines. Prior to that, you can use unique and compelling headlines to attract consumers.
b. Write your long headline so it can stand alone
The long headline can be shown without a description depending upon the ad space. Therefore, make the proper use of 90 characters to display your message. It can also end with ellipses it does not fit the ad space.
c. Headlines might be shown without descriptions
There is no guarantee that headlines and descriptions are shown together. Try to incorporate an attractive message in your headlines that a prospect gets the answer to what they are looking for without the need of description.
d. Descriptions can be displayed with either short or long headline
This means that descriptions will never be shown without headlines. Furthermore, the description can be a brief explanation of the headlines.
Learn More: Best Tips to Write Effective Google Ads Copy
5. Clear Call-To-Action
As per Business Directory, “Words that urge the reader, listener, or viewer of a sales promotion message to take immediate action, such as “Write Now,” “Call Now,” or (on the Internet) “Click Here.” A retail advertisement or commercial without a call-to-action is considered incomplete and ineffective.”
Consider what you want from customers. Do you want them to call, to buy, to learn more, to fill out a contact form, to provide a free quote or estimate? Try to keep the text appropriate and simple to understand.
A call-to-action in your ad should be clear and provide some sense of urgency. From the above image, you get a clear indication to “call now” to get the service. How will it benefit the customers by clicking your display ad should reflect in your CTA. The main purpose is to get a visitor to your site to do something.
6. Check Previews
Now you might be ready with your Google Display Ads. You had optimized images, created great text combinations and added a call-to-action text in your ad. But what about previews.
Check the previews of your display ads, how would it look like. Also, check for spelling mistakes if there are any. There are approximately one billion combinations of a single ad. 
By checking preview, you could get the idea for the appearance of your ads for different ad spaces as per devices. If you need anything to change in the ads, you can apply the changes before getting it live.
7. Keep It Simple
While you design your ads, keep in mind the Google Display Ads best practices is to keep it as simple as possible. Most of the display ad spaces are small and too much information in a small space can be quite daunting. It can confuse consumers and yet difficult to read.
Keep the text, image, and CTA for your display ads simple and easy to understand. The customers on the web are looking for your business. But if the ads are confusing, they will go to your competitors. Therefore a simplistic approach is a must.
8. Make Ads Look As Brand
When it comes to your brand, it is important to maintain its consistency across your ad campaigns. You need to create a unified image for your business with a strong visual focus and minimal text overlay.
People trust businesses that are reliable and consistent. Try to implement consistent colors, text, and visuals in your display ads to gain brand recognition and loyalty. Moreover, consistency should be maintained over the landing page also. The landing page image and the display ad image should be relatable.
9. Make Your Ads Distinct From Others
As an advertiser, you want to gain more return on investment. Therefore, you need to create your display ads so that it looks distinct from your competitors. Your ad should stand out from the webpage the user is viewing.
If you are using an image with a white background, then there may be a possibility to blend with the website background if it is white. Display ads can appear on different page layout and background colors. In order to make your ad stand out, apply a frame (border) to each image.
The frame around your image makes it more visible and catches the user’s attention towards the ad. For an image with a white or light background, you can add 1-2 pixel gray border around it to make it distinct with frame.
10. Use Smart Bidding Strategies
To maximize conversions it is recommended to use smart bidding strategies like:
a. Target CPA Bidding
Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set. Before setting the bidding strategy, you need to decide the amount of what a conversion is worth to your business. Then use this amount as your target CPA. Moreover, your total spend depends upon your budget.
b. Target ROAS Bidding
Target ROAS lets you bid as per a target return on ad spend (ROAS). It helps you get more conversion value or revenue at the target return-on-ad-spend (ROAS) you set. During auction-time, your bids are optimized automatically. Meanwhile, allowing you to tailor bids for each auction.
Learn More: How to choose the best Bidding Strategy for New Google Ads?
11. No Size Is Optional
During the time of Google Display Ads Campaign creation, some sections will say optional. But we recommend you to treat them as compulsory. Meanwhile doing so, you are optimizing the ad variants for available ad space.
For Google Display Ads best practices, treat no size or section is optional. This will serve you with the best possible outcome for your ads.
12. Testing
It is important to know what works for your display ads and what does not. Carry out tests using different images, text combinations, and CTA’s. Test using different bid strategy also. These testing can help you understand what is performing well and what’s not.
Learn More: Google Ads Copy Testing Ideas from Ad Copy to Landing Page
The Bottom Line
These are some of the Google Display Ads Best Practices that you need to consider while creating display campaigns. As we already told you that results depend on the target location, audience, budget, and business type.
If these best practices are applied properly, you can gain more for your display ads. Select everything wisely from visual to text combinations. Keep it simple which can easily communicate your message to the user.
All in all, keep testing different elements of your display ads. It helps you grow your business and create brand awareness quickly.
