Best practices for best results on Google Display Ads
Let’s be honest, very rarely do we see Google Display ads that actually make us want to click. But when we do see an ad that we click right away as the process is so seamless. We forget there was even an ad at the beginning. The reality for many ads on Google is that companies, especially those in the Caribbean, are still trying to find their sweet spot.
In today’s post, we are going to take a deep dive into the best practices for Google Display Ads. Not to be confused with Google Search Ads (we have another blog for that…), Google Display Ads operate on a completely different playing field. As opposed to Search ads where customers are quite literally looking for a similar service/product, display ads have to disrupt and get the audience’s attention in seconds.
But first, what are Google Display Ads?
Google says, “Display campaigns let you reach people with visually engaging ads as they browse across millions of websites and apps”. Businesses pay for the spots, design the ads and define the audience (location, age etc..) and Google places the ads on Google affiliated websites and apps.
So, here are the best ways to make sure businesses get the most out of their Display Ads:
1. Keep Your Design Simple
As we mentioned before a display ad has mere seconds to grab the attention of the viewer. So, the less information on the ad the better. That way, the message is received a lot faster by the receiver. A display ad should have 4 basic elements: the brand logo, the headline/copy (no more than 5 words), a product shot.
Other basic design principles should also be considered such as the ad being in the brand colours to ensure consistency and aid in brand awareness. Or using eye-catching colours like yellow or red to grab people’s attention.
Extra tip: Ensure that the ad design matches the design on the landing page. This helps with a consistent look and brand awareness.
2. Create Multiple Formats
There are 40 display ad formats for companies to choose from. That being said, there is no reason to have all 40 ad formats for one campaign however, having a few formats is a great way to get more impressions and find out what format works for you. For reference, Match 2 One reports that:
89% of all ad impressions are made up of these 4 sizes:
· 300×250 Medium Rectangle 40% · 728×90 Leaderboard 25% · 320×50 Mobile Leaderboard 12% · 160×600 Wide Skyscraper; 12%
3. Present a Clear Value Proposition
You have a limited time to get your message out there so businesses must find a quick and enticing way that makes the customer want to click the ad. Ask questions such as:
- What are the product's key features?
- What differentiates the products/ services from competitors?
- Is there an offer? A sale? Free Shipping?
Figure out what is the value you are giving to the viewer and show them so they click the ad.
4. Include a Catchy Call to Action (CTA)
A CTA is essential to a Google Display ad. Not only is it the way you tell the customer what you want them to do, i.e shop now, download now, or register today; it is also one of the main ways to get the customer to click on the ad.
Very often the CTA will include the value proposition for example: save 40% today, download our free e-book. The CTA should match the ad and what it is offering but more importantly, it should make the viewer want to click. So including the value, the customer can gain by clicking the ad is one of the best ways to ensure this.
5. Static or Animate
Animated Google Display Ads tend to perform better amongst viewers however, with many forms of digital advertising this could vary from industry to industry. Once an ad is visually balanced, eye-catching and with a clear message, animations are just another way to garner the viewer’s attention. Thus, companies should find what suits them and their ideal digital audience, this can be done through trial and error, especially if a company is investing in Display ads.
Need to boost your company’s branding and overall marketing goals? Connective Pros can help! Contact us via our website or send us an email at firstname.lastname@example.org to get a consultancy for your business.