Digital advertising has evolved from simply promoting products to building lasting brand impressions. Google Display Ads have become a crucial tool for brand building and expanding visibility, enabling businesses to reach their target audience across millions of websites and apps. Unlike search ads, which rely on keywords, display ads offer the opportunity to engage users with rich visuals and compelling messages—meeting them at various touchpoints in their browsing journey.
Creative quality is the key to making your display ads work. Without well-designed, optimized ad creatives, your campaigns may reach your audience but fail to leave an impact. Creative best practices are essential in ensuring your ads don’t just appear but capture attention, engage viewers, and drive them to take action.
This guide will explore these best practices to help you create visually appealing Google Display Ads strategically aligned with your marketing goals.
Introduction to Google Display Ads
In today’s digital world, staying visible is crucial. Google Display Ads, or Google Screen Ads, allow businesses to reach audiences on the Google Display Network. These ads enable brands to engage potential customers with rich visuals, meeting them at multiple points throughout their online journey.
Why Google Display Ads?
Audience Reach: Display ads connect you with users based on interests, demographics, and behaviors—even when they’re not actively searching.
Flexible Targeting: Reach customers at different stages, from brand discovery to repeat engagement, keeping your brand top-of-mind.
Engaging Visual Formats: Google Display Ads bring your brand’s story to life with options like images, videos, and responsive formats.
Key Benefits
Wider Visibility: Unlike search ads, display ads reach users based on online activity, capturing interest with visuals rather than search intent.
Cross-Device Reach: From desktop to mobile, Google Display Ads adapt to keep your brand present where audiences spend their time.
Adaptable Formats: With static images, interactive rich media, videos, and responsive ads, display ads can fit seamlessly into any platform.
With a clear understanding of what Google Display Ads can do, let’s focus on the creative aspects that make these ads truly effective. The following asset guidelines and practices will ensure your ads capture attention and communicate your brand message.
Asset Guidelines and Best Practices
Effective display ads rely on well-crafted assets that resonate with viewers and communicate your brand’s message. Google Display Ads, which include responsive display ads, appear across over 3 million websites, 650,000 apps, and Google properties.
To maximize performance, follow these creative best practices for each asset type—images, logos, headlines, and descriptions—to ensure your ads are visually compelling and aligned with Google’s guidelines.
Image Guidelines
Images are a crucial element of display ads, serving as the visual anchor that captures user attention. Google has specific guidelines to help you create ads that look sharp and maintain their impact across different formats and devices.
Aspect Ratios and Recommended Sizes:
Horizontal: 1.91:1 aspect ratio (Recommended size: 1200 x 628 px, Minimum: 600 x 314 px).
Square: 1:1 aspect ratio (Recommended size: 1200 x 1200 px, Minimum: 300 x 300 px).
Vertical: 9:16 aspect ratio (Recommended size: 900 x 1600 px, Minimum: 600 x 1067 px).
Image Best Practices:
Do: Use high-quality images that are clear, well-composed, and vibrant.
Don’t: Avoid images that are blurry, color-inverted, or heavily filtered, as well as those with borders or rounded edges.
Design Best Practices:
Avoid Overlays: Do not place text, logos, or buttons on images to prevent clutter and maintain focus on the primary visual. It is acceptable if the text appears naturally within the image, such as on a product label.
Focus on the Product: Keep the product or service as the focal point, minimizing blank space (no more than 80% of the image). Avoid collages or composite backgrounds; use single images with organic settings and lighting instead.
Using a variety of image sizes and formats across your ad campaigns ensures flexibility and better placement across the Google Display Network, allowing your ads to adapt seamlessly to different contexts.
Logos
Your logo is central to brand recognition, and Google Display Ads support logos in two main aspect ratios to ensure optimal placement.
Aspect Ratios:
Recommended sizes: Square (1:1) at 1200 x 1200 px and Rectangular (4:1) at 1200 x 300 px.
Design Best Practices:
Avoid using logos with extra embellishments, borders, or added text. For best results, keep logos simple, centered, and with transparent or white backgrounds.
Ensure the logo fits well within the dimensions, as Google may crop or resize it for specific placements.
Headlines and Descriptions
Text assets in display ads play a vital role in conveying the value of your product or service quickly and effectively. Google recommends a mix of short and long headlines and descriptions to provide flexibility for different ad placements.
Headlines:
Short Headlines: Aim for concise, attention-grabbing phrases under 30 characters. Use sentence case and avoid unnecessary capitalization or punctuation.
Example: “Discover New Styles” or “Upgrade Your Home Today”
Long Headlines: These can be up to 90 characters and should provide more detail, allowing users to fully understand the offer or benefit. Write each long headline as a standalone statement since it may appear without additional context.
Example: “Get 20% Off on Our Latest Collection with Free Shipping Over $50.”
Descriptions:
Descriptions support headlines by adding context, highlighting benefits, or offering more details. To ensure readability across formats, limit each description to 80 characters.
Example: “Shop now for eco-friendly fashion and enjoy exclusive discounts on first orders.”
Best Practices for Text:
Avoid clickbait or overly promotional language. Instead, focus on informative, actionable copy that speaks directly to the customer’s interests.
Include details such as promotions, exclusives, or price points, which can help users make quick purchasing decisions.
With the right assets, it’s time to focus on creative and design best practices. Effective design can elevate your display ads, making them eye-catching, highly engaging, and easy to understand.
Creative and Design Best Practices
Creating effective Google Display Ads is more than just creating visually appealing content. It’s about aligning design and messaging in a way that catches attention and communicates your brand’s value. By following these best practices, you can craft ads that look great and drive results.
High-Quality Visuals
Visual quality is paramount in display ads. Clear, high-resolution images make a strong first impression and lend credibility to your brand. Ads that appear blurry or overly edited risk being overlooked or dismissed as unprofessional.
Why Clear, High-Resolution Images Matter: Sharp images reflect a polished brand image, making your ads feel trustworthy and inviting.
Tips for Choosing Effective Visuals: Select visuals that represent your brand essence. For example, if you’re advertising a new line of shoes, show the product details—such as texture or color variations—clearly, ensuring that there’s no clutter or distracting background. This approach keeps the viewer’s focus on the product, enhancing their engagement with the ad.
Minimalist and Focused Layouts
In a cluttered digital space, simplicity is powerful. Minimalist layouts make ads more visually appealing, and help viewers quickly understand the main message, making them more likely to engage.
Simplicity for Maximum Impact: A simple, focused layout ensures the ad’s key message stands out. For example, a single image of a trending product with a tagline like “Discover Our Bestsellers” keeps the message clear and compelling.
Avoiding Clutter: Minimalist designs prevent distractions by limiting the number of elements on the screen. For an E-Commerce ad, this could mean showing a product with a brief tagline like “New Arrivals in Tech” without additional, unrelated visuals. This approach keeps the viewer’s attention on the main product and message.
Effective Use of Contrast and White Space
Contrast and white space can significantly improve an ad's performance. By guiding the viewer’s eye to important elements, these design techniques improve readability and make the ad visually engaging.
Importance of Contrast: Using contrast in colors, font weights, and imagery helps distinguish essential elements, making headlines, CTAs, and products stand out. This is especially useful in a fashion ad, for example, where contrasting colors can help highlight seasonal offers or discounts.
White Space for Visual Clarity: White space isn’t wasted space—it’s an essential design element that frames and highlights the core message. Strategically placed white space can frame a product, like a featured accessory or popular item, making it stand out without overwhelming the viewer.
Avoid Overlaying Text or Buttons on Images
To comply with Google’s ad policies and ensure a clean look, avoid placing additional elements like text or buttons directly on images. Overlays can be confusing for users and reduce the ad's effectiveness.
Adhering to Google’s Guidelines: Refrain from overlaying buttons that imply clickable functionality, such as “Buy Now” or “Add to Cart,” as these elements may not work as intended and can create confusion. This approach keeps the image clean and focused on the product.
Alternative Approaches: When text is necessary, consider embedding it naturally. For instance, an ad for a skincare line could feature a product with text naturally integrated into the packaging, allowing messaging without added overlays.
Strong, Actionable Call to Action (CTA)
A well-placed and action-oriented CTA drives engagement by guiding viewers on what to do next. Whether encouraging them to “Shop Now” or “Get 10% Off,” a clear CTA helps convert attention into action.
Prominent Placement of CTA: Position your CTA where it catches the eye and flows naturally with the ad’s design. For example, a CTA like “Explore the Collection” placed below a seasonal apparel image invites immediate action without distracting from the product.
Clear, Action-Oriented Language: Use concise language that prompts an immediate response. Words like “Discover” or “Save Now” create urgency and clarify the action you want the viewer to take, improving the likelihood of engagement.
Next, let’s look at some common pitfalls to avoid to keep your ads looking professional and effective.
Common Mistakes to Avoid
Creating a successful display ad isn’t just about what you include—it’s also about avoiding certain pitfalls that can undermine your ad’s effectiveness. Here are some common mistakes that can cause your Google Display Ads to miss the mark.
Blurry or Over-Processed Images
Think of your ad images as the first handshake with your audience. Low-quality or heavily edited images can make a poor first impression, causing potential customers to scroll past without a second glance.
Avoid the Over-Edit Trap: Filters and effects might seem tempting, but too much can make your ad look unnatural or misleading. Stick to images that are true to life, letting the product speak for itself.
Clear is Key: Blurry or pixelated images instantly lower the perceived quality of your brand. Ensure your visuals are sharp, well-lit, and showcase the product accurately—after all, a clear image is your best chance to catch a user’s attention.
Overloading the Ad with Information
An ad that tries to do too much often does very little. Too many visuals, lengthy text, or multiple offers can confuse viewers, making the main message unclear.
Keep It Simple: Each ad should focus on a clear message. For instance, if you’re promoting a sale on outerwear, don’t also try to feature every other product line. A focused ad is far more effective.
Avoid “Visual Overwhelm”: Showcasing multiple features or offers might be tempting, but clutter dilutes the impact. Aim for one main image, a short line of text, and a clear call to action. This keeps the viewer’s attention where you want it.
Inconsistent Branding Between Ads and Landing Pages
When users click on an ad, they expect a seamless transition to a landing page that matches the ad's look and feel. Sending them to a page with different visuals or messaging can feel disjointed, breaking the flow of their experience.
Stay Consistent: Ensure the ad's colors, fonts, and general style carry over to the landing page. For instance, if your ad is minimalist, avoid sending users to a cluttered or overly busy page.
Deliver on Promises: If the ad offers “50% Off All Winter Apparel,” ensure the landing page highlights this promotion front and center. Consistent visuals and messaging help reinforce trust and encourage conversions.
By following these best practices and avoiding common missteps, your Google Display Ads will be primed to perform, capturing attention and driving results.
Conclusion
Creating effective Google Display Ads goes beyond eye-catching visuals. It’s about crafting each element—images, text, layout, and branding—to capture attention and drive action. By following creative best practices, you ensure that your ads don’t just reach audiences but resonate with them, building trust and encouraging engagement.
However, crafting and maintaining ad campaigns that excel in all these areas takes time, creativity, and continuous effort. Why navigate it alone? With GoMarble, you gain a team dedicated to creating, optimizing, and refining every detail of your display ad strategy, freeing you to focus on broader business goals while we ensure your ads resonate and perform.
Ready to elevate your display advertising? Contact GoMarble to transform your strategy and achieve results that impact your brand.