Display ads—those colorful, eye-catching banners that pop up on websites—can be a powerful tool in your advertising arsenal. But let’s be real: most of us are so used to seeing them that we tend to ignore them. So, how do you create display ads that don’t just blend into the background but actually grab attention and, more importantly, convert? That’s the million-dollar question, and after some trial and error, I’ve learned a few tricks that can help.
Understanding the Purpose of Display Ads
Before we dive into the nitty-gritty, let’s talk about what display ads are really for. Unlike search ads, which target people actively looking for something, display ads are more about raising awareness and reaching people who might not even know they need your product or service yet. Think of them as digital billboards—designed to catch the eye and make people curious enough to click.
But here’s the thing: because display ads aren’t targeting intent in the same way search ads do, they can be a bit trickier to get right. The goal is to strike a balance between grabbing attention and driving action, all while fitting into the context of whatever site they’re appearing on.
I remember when I first started with display ads, I treated them just like search ads, focusing too much on the direct sale and not enough on the creative elements. The results? Not great. It wasn’t until I shifted my mindset and started thinking about them as a way to pique interest that I started seeing better engagement.
1. Start with a Clear Objective
Every successful ad campaign starts with a clear objective. What do you want your display ads to achieve? Are you trying to build brand awareness, generate leads, drive sales, or something else entirely? Your objective will guide everything from the design to the call to action.
For instance, if your goal is brand awareness, your ad might focus more on strong visuals and catchy slogans. If you’re aiming for conversions, your ad might need a more direct call to action like “Shop Now” or “Sign Up Today.”
Back when I was running a campaign for a new product launch, I realized that my initial display ads were too focused on the sale, which wasn’t working for an audience that didn’t even know who we were. Once I shifted the focus to introducing the brand first, and then guiding them to learn more, the campaign started performing much better.
2. Keep Your Message Simple
When it comes to display ads, less is more. You’ve only got a few seconds to grab someone’s attention, so your message needs to be clear and to the point. Think about the main benefit or value proposition you want to communicate and focus on that.
Avoid cluttering the ad with too much text or too many different elements. A strong headline, a compelling image, and a clear call to action are usually all you need. I’ve made the mistake of trying to cram too much information into a display ad, and it just ended up looking busy and confusing. Trust me, simplicity wins.
3. Use Eye-Catching Visuals
Visuals are the heart and soul of display ads. You want images or graphics that not only look good but also resonate with your target audience. Bright colors, high-contrast designs, and clear images tend to perform well because they stand out.
But here’s the kicker: your visuals need to be relevant to what you’re offering. There’s no point in using a stunning image that has nothing to do with your product or service. It might catch the eye, but it won’t drive conversions.
One of the best-performing display ads I’ve run used a simple, high-contrast image of the product in use. It wasn’t flashy, but it was relevant and immediately told the viewer what the ad was about. Sometimes, simple and straightforward is the way to go.
4. Craft a Strong Call to Action (CTA)
Your CTA is what turns an interested viewer into a click. It needs to be clear, concise, and action-oriented. Phrases like “Learn More,” “Shop Now,” or “Get Started” work well because they tell the viewer exactly what to do next.
Placement is key too. Your CTA should be easy to find and ideally stand out from the rest of the ad—whether that’s through color contrast, size, or positioning. I’ve tested different CTAs in various positions, and it’s amazing how much a small change can impact performance. A CTA that’s tucked away in the corner just won’t get the same results as one that’s front and center.
5. Match the Landing Page to the Ad
Nothing kills a conversion faster than a landing page that doesn’t match the ad. If your ad promises one thing, but the landing page delivers something else, visitors will bounce in no time. Consistency is key—from the design and messaging to the overall tone.
For example, if your display ad is promoting a special offer, make sure the landing page highlights that offer right away. Don’t make users hunt for it. I once ran a campaign where the ad and landing page weren’t quite in sync, and it definitely hurt the conversion rate. When I fixed the mismatch, the results improved almost immediately.
6. Test Different Formats and Sizes
Google’s Display Network supports a variety of ad formats and sizes, from banners to squares to skyscrapers. Different sites and audiences may respond better to different formats, so it’s worth testing a few to see what works best.
I’ve found that certain formats perform better on specific types of sites. For instance, leaderboard ads (those wide banners at the top of a page) often do well on news sites, while square ads might perform better on blogs. The key is to experiment and see where your audience engages most.
7. Leverage Retargeting
Retargeting is a powerful tool in display advertising. It allows you to show your ads to people who have already visited your website but didn’t convert. These visitors are often more likely to convert the second time around because they’re already familiar with your brand.
One of my most successful campaigns was a retargeting campaign. By showing relevant ads to people who had already interacted with my site, I was able to significantly boost conversions at a lower cost per click. It’s like giving those interested users a gentle nudge to come back and finish what they started.
8. Monitor Performance and Optimize
Once your display ads are live, your work isn’t done. You need to monitor their performance and be ready to make adjustments. Keep an eye on metrics like click-through rate (CTR), conversion rate, and cost per conversion. If something isn’t working, don’t be afraid to tweak your ad copy, visuals, or targeting.
I make it a habit to check in on my ads regularly. Sometimes, all it takes is a small adjustment to turn a mediocre ad into a high performer. The digital advertising landscape is constantly changing, so staying flexible and open to optimization is key.
Wrapping It Up
Creating effective display ads that convert is as much an art as it is a science. By keeping your message simple, using eye-catching visuals, crafting strong CTAs, and ensuring your landing page matches the ad, you can create ads that not only grab attention but also drive real results.
And remember, the work doesn’t stop once the ads are live. Keep testing, optimizing, and refining your approach to get the most out of your display advertising efforts. With the right strategy, your display ads can become a powerful tool in your marketing arsenal.
