13 Display Ad Best Practices for Visibility & Performance

13 Display Ad Best Practices for Visibility & Performance


Google Show adverts are part of the Google Show Community, which spans over two million web sites and apps that present adverts. These are paid adverts that sometimes seem as banners inside web sites, cell apps, social media, and different platforms.

Right here’s an instance of a show advert on a media website:

Display ads on a media site

Show adverts attain the overwhelming majority of individuals on the Web. And because of laser-focused focusing on, you already know precisely the kind of viewers that may see them. 

Following show adverts finest practices can carry a large ROI on your paid campaigns.

To ensure you get essentially the most out of your show adverts, we’ve ready some ideas that will help you generate higher outcomes out of your campaigns.

Show Advert Design and Visuals

To speak clearly with potential clients, give attention to optimizing the design and visible components of your adverts. 

Bettering the design may also fight what is named “banner blindness.” That is when customers merely ignore banners or show adverts altogether. 

One study from 2023 discovered that banner blindness occurred in 7% to 32% of experiments.

In different phrases, a good portion of the viewers uncovered to your banner adverts might by no means discover the advert in any respect. In the event that they don’t discover the advert, then there’s a low likelihood that they’ll click on on it or convert. 

How will you be certain your adverts seize their consideration? 

Preserve Designs Easy

Steer clear of busy show adverts with advanced graphics. 

Research from Microsoft Canada discovered that between 2000 and 2015, the typical human consideration span dropped from 12 seconds to eight seconds. Your designs needs to be easy sufficient to seize a viewer’s consideration—quick.

This instance from Mailchimp makes use of very simple photos and design to attract within the viewer’s eye.

Mailchimp's ad with "No list? No problem." copy

Picture Supply: Franz Lang

How will you embrace simplicity?

  • Give attention to one picture: Use a single, clear picture to rapidly talk a single concept
  • Enhance readability: Contrasting colours and good use of damaging area permit customers to rapidly grasp the message of the advert 
  • Use customized photos: Create your personal customized photos slightly than taking design components from on-line sources
  • Implement consistency: Enhance model consciousness throughout a number of campaigns by utilizing photos which are distinctive, memorable, and on-brand

Every time you’ll be able to, use your emblem in your show adverts to keep up model consistency. 

Including your emblem is a show adverts finest apply that may assist enhance model recognition and recall. This implies individuals who view your adverts usually tend to be conversant in your model. 

This will additionally amplify different components of your advertising technique, reminiscent of website positioning. 

For instance, somebody might even see your adverts constantly with out clicking. But when they recall your model, they could later kind your organization right into a search engine.

Nike is likely one of the most well-known manufacturers on the earth. They usually constantly use their emblem in every advert and marketing campaign.

Nike's post on X (formerly Twitter) with "This Week in SNKTS" copy

Nevertheless, you’ll be able to’t simply plaster your emblem anyplace you are feeling like and name it a day.

Google’s show advert pointers spell out some key issues:

  • Adhere to accepted emblem side ratios (e.g., 1:1, 4:1)
  • Your logos mustn’t have further aptitude or colourful backgrounds
  • The logos needs to be high-quality photos, cropped and adjusted accordingly

Use Simple-to-Learn Fonts

The fonts you employ in your show advert campaigns needs to be simple to learn for all audiences to allow them to perceive the advert instantly.

There are over 200,000 fonts on the earth, however many manufacturers persist with solely a handful. The reason being easy—they’re acquainted and straightforward to learn on totally different display sizes.

Among the finest fonts for readability embody:

  • Georgia
  • Helvetica
  • Verdana
  • Open Sans
  • Arial

Select Memorable, Eye-Catching Imagery

Select a placing picture that’s (ideally) associated to your provide or worth proposition. (Make sure that to not break Google’s rules. Don’t embody deceptive or irrelevant content material.)

This instance from Ridge makes a placing comparability between their pockets and generic opponents’:

Ridge's banner ad with an image of their wallet and competitor's one

Picture Supply: yellowHEAD

That is particularly efficient as a result of it makes the important thing message clear with out stating it straight. Ridge wallets are slimmer and extra compact. You possibly can perceive this profit with out even studying the advert. 

Your mind processes photos extra rapidly than textual content. So, it is smart to provide photos the identical quantity of area (if not much more) in comparison with textual content.

Check A number of Sizes and Codecs

The scale of your show adverts will have an effect on the outcomes of your campaigns. 

Google states that there are 5 top-performing advert sizes:

  • 728 x 90
  • 336 x 280
  • 300 x 250
  • 300 x 50
  • 160 x 600

These 5 are a protected wager and a very good start line. Nevertheless, you are able to do an A/B test (or “break up take a look at”) to search out the dimensions(s) that work on your particular use case.

When you’ve chosen the precise measurement on your show advert, you’ll have to resolve on the format.

When it comes to codecs, there are two selections you can also make:

  • Static adverts: Banners seem in the identical measurement as you add them
  • Responsive show adverts: Adapt to the dimensions of the obtainable advert area

Which kind of advert will work finest on your marketing campaign? 

The one technique to know is to check them.

However you’ll be able to’t simply use any measurement, side, and ratio that involves thoughts. Google has a list of supported ad sizes sorted by pixels that you must adhere to.

Google's list of supported ad sizes sorted by pixels

It’s also possible to take a look at out different formats of display ads

Listed here are the commonest advert codecs for Google Advertisements:

  • Banner adverts: Visible show adverts on web sites, social media, and apps
  • Textual content adverts: Textual content-based show adverts on web sites, social media, and apps
  • Interstitial adverts: Full-screen adverts that cowl your entire web page of an app or a web site
  • Lightbox adverts: Advertisements that seem in a lightbox, dimming every part else round it
  • Video adverts: Movies that seem in lots of of those supported advert codecs
  • 360-degree video adverts: Interactive movies the place the viewer can spin the video to see it from totally different angles

You are able to do in depth testing and run competing creatives in opposition to one another. 

This fashion, you will discover out which measurement and format works finest on your audience.

Check Animated Banners vs. Static Banners

Throughout the banner advert format, you also needs to take a look at:

  • Static photos: Normal banners with content material that doesn’t change
  • Animated banners: GIFs or different picture codecs like HTML5 that contain movement, transitions, or different animated content material

Each may be extremely efficient. Your selection will rely on many elements, such because the advert area, the product you’re promoting, the visuals you’re utilizing, and extra.

Right here’s an instance of an animated banner advert from the model COSMEDIX:


Let’s say you’re attempting to indicate the effectiveness of a brand new fruit juicer. An animated banner displaying the product in motion may match higher than a static one.

In the end, you’ll have to check these codecs to see which is best and most cost-effective on your campaigns.

Show Advert Messaging

Your message (and the way you convey it) has a significant affect on the success of your show adverts. Coupled with nice design, highly effective messaging could make somebody casually scrolling extra prone to cease and click on or convert.

Goal (Section) Your Messaging

Goal your messaging to align with the focusing on of your advert. Create separate messages for separate campaigns, advert teams, and goal clients.

Segmentation means splitting your show adverts into totally different teams in keeping with standards reminiscent of age or location. The extra customized an advert is for a sure viewers, the extra they determine with it and the upper the probability of a conversion.

Key customer segmentation criteria

Right here’s an instance:

You’re attempting to promote a diet and train plan to males of their 30s.

Inside that demographic group, you would possibly section your viewers primarily based on the websites they’re visiting:

  1. Health web sites
  2. Recipe web sites
  3. Enterprise web sites

Every section may see a special model of your advert. 

Maybe you goal the health web sites with a message about how vital food regimen is together with train. And perhaps you goal the recipe web site viewers with details about how vital train is together with a nutritious diet. 

Ideally, you must create totally different variations of your adverts for every section in your show adverts marketing campaign.

Use Semrush’s One2Target to outline and section your audience. 

From inside Semrush: Click on “Traits” > “One2Target.”

“One2Target" selected from the Semrush menu

Add the web sites of as much as 5 opponents to the textual content field. Then, click on “Analyze.”

One2Target tool search

The device will collect details about their viewers’s demographics, socioeconomics, and conduct.

One2Target audience dashboard

Utilizing this information, you’ll be able to construct complete customer personas. These are representations of your goal clients, together with totally different segments of patrons. 

You should use this intelligence with the Semrush Persona device. These templates make it simple to place collectively actionable buyer personas on your advertising campaigns. 

A buyer persona created with Semrush Persona tool free template

Current a Clear Worth Proposition

A value proposition is what your model guarantees to the advert viewer in the event that they settle for your provide. The better they’ll see the way you resolve their ache level, the extra possible they’re to click on by and convert.

That is an instance from a banner advert on Investopedia:

Investopedia's banner ad with "Uncover your next adventure" copy

You possibly can see the services supplied (new accounts, residence line of credit score [HELOC], and wealth administration) on the precise.

However what’s the primary message of the advert?

“Uncork your subsequent journey.” 

That’s the worth proposition. The advert guarantees to assist clients obtain one thing memorable from their bucket record. 

It’s clear that the worthbeing supplied is extra than simply “purchase our stuff.” 

And that makes the advert compelling to patrons who’re serious about methods to get extra journey of their life.

For potential clients to click on in your adverts, the advert copy ought to clearly present what they stand to achieve from clicking.

Examples embody:

  • Subscribe now and save 40%
  • Purchase now and get free transport
  • Enroll in our annual plan and save 20% in comparison with paying month-to-month

All of those examples inform the reader precisely what they get in the event that they click on by.

Does your provide have to incorporate a reduction or particular pricing?


But it surely ought to use one thing persuasive to encourage motion. If that’s not a reduction or deal, then it might be limited-time availability, the promise of one thing new, or one other clear good thing about taking motion. 

Select a Highly effective Name to Motion (CTA)

A robust call to action will get the viewer to click on by and take the motion steered by the advert. It ought to signify the precise objective that they’ll take after clicking.

The “motion” half may be something:

  • Getting a free trial of a product
  • Downloading a whitepaper, e book, or different lead magnet
  • Offering their e-mail for later retargeting

To jot down an attention-grabbing CTA, maintain the next in thoughts:

  • Use motion verbs: “Get the e book,” “Purchase now,” “Obtain the information”
  • Present worth: “Get my customized plan,” “Present me how”
  • Begin with the crucial verb: “Get my free demo” vs. “Your demo is ready”
  • Use a placing design: Make the CTA button stand out in opposition to the remainder of the show advert by utilizing a contrasting shade, totally different font, or icon to attract consideration

Create Urgency

Use time-based presents to make the viewers notice that your provide is simply legitimate for a brief interval.

Creating urgency means attractive the audience to behave rapidly as a result of there’s a restricted provide of what you’re promoting. Or, it’s solely promoting for a restricted time.

That is really backed by science. 

In a research report, a gaggle of scientists confirmed that individuals are extra prone to do unimportant duties given a way of urgency slightly than really vital duties with out that urgency.

"Bear the Clock SALE" ad from www.ChemicalGuys.com

Picture Supply: OptinMonster

The precept of urgency is likely one of the fundamentals of digital advertising. Listed here are some methods to create urgency:

  • Restricted-time provide: Provide obtainable solely till a sure date
  • Restricted portions: On sale whereas provides final
  • Upcoming value improve: Costs are going up subsequent week

Ideally, the urgency needs to be real and never made up for the sake of upper conversion charges.

Show Advert Marketing campaign Technique

Your marketing campaign technique is your general plan for turning guests and advert viewers into paying clients. 

As soon as somebody clicks on an advert, it’s merely the start of their journey. You wish to be sure that they’ve all the knowledge they should click on on the “purchase” button. 

Right here’s how:

Align Show Advertisements with Your Touchdown Web page

Be sure that your landing page messaging and design align with the adverts in your marketing campaign. 

The advert’s job is to easily generate a click on (or construct model consciousness). 

The touchdown web page’s job is to generate an precise conversion. 

For instance, say the advert marketing campaign presents a free report. Then the touchdown web page ought to permit customers to rapidly and simply entry that report. 

Like this: 

Semrush's The State of Marketing 2023 Global Report landing page

In case your advert is for a particular product bought in your ecommerce website, then the touchdown web page needs to be for that particular product. Not your homepage. 

Don’t make the consumer do further work to search out the provide that you simply promised them.

Generally, the issue along with your marketing campaign technique isn’t the banner advert. It’s what occurs when customers click on by. 

If in case you have a excessive click-through rate (CTR) however no conversions, there’s a probability that your advert and touchdown web page should not aligned.

For instance, you possibly can offer a 20% low cost on trainers in your show promoting marketing campaign. The banner advert presents the low cost, however the hyperlink results in a special marketing campaign with a ten% low cost.

The consumer is confused. They’ll most likely go away. 

As an alternative, just be sure you create a constant consumer expertise. 

Which means that your touchdown web page doesn’t simply echo the identical data from the advert. It also needs to really feel constant. The design, language, and branding ought to all align. 

Consider the touchdown web page as a continuation of the advert itself. 

Google appears to see it that means. In truth, a greater touchdown web page can enhance your advert high quality rating. And the next rating can cut back the quantity you pay for the advert. 

Align Show Advertisements with Search Advertisements

Construct an built-in advertising technique that features each banner or show adverts and Google search adverts.

Show adverts seem on web sites and apps primarily based on the focusing on that you simply select and the content material proven on the web page. 

Search adverts seem in Google search outcomes. They usually’re focused primarily based on particular phrases that the consumer sorts into the search engine.

Right here’s an instance of a search advert that seems when a consumer searches for “purchase agency mattress on-line”:

A search ad on Google for “buy firm mattress online” query

These two forms of PPC campaigns can serve totally different functions.

However they’ll additionally work collectively. 

For instance, show advert placements can generate model consciousness or normal consciousness for the kind of resolution or product that you simply present.

Say your buyer noticed this advert for H&M’s wide-leg pants:

A banner ad for H&M’s wide-leg pants

The consumer would possibly bear in mind H&M particularly and seek for them later. Or they could merely bear in mind the product, function, or performance talked about within the banner adverts.

Now, in the event that they search Google for “wide-leg pants,” they could see a search advert from H&M.

Customers could also be extra prone to click on that advert as a result of they recall the banner they noticed initially promoting the product. Even when they didn’t bear in mind the model. 

This can assist you optimize your search advert campaigns. And it could actually carry down your general value of acquisition (CAC) and enhance different metrics that measure your general advertising efficiency.

Remarketing (additionally known as retargeting) is the method of focusing on customers with adverts primarily based on their previous conduct. Typically, after they’ve beforehand visited your web site or checked out particular pages.

Right here’s an instance:

An infographic showing an example of retargeting marketing on websites

You should use remarketing campaigns to extend model publicity and goal potential clients who’re already conversant in your model. This will amplify the affect of your advert campaigns and dramatically enhance efficiency and ROI.

Remarketing is an efficient technique to increase marketing campaign efficiency. As a result of once you run a retargeting marketing campaign, you’ve extra details about the potential buyer you’re focusing on. 

Particularly, you already know that they’ve demonstrated some curiosity in your particular services or products. 

That permits you to tailor your messaging primarily based on the particular actions they’ve taken. You possibly can create extra focused worth propositions, messaging, and presents to attraction to that particular section of your viewers. 

See What’s Working in Your Trade

Show adverts are some of the efficient advertising channels that may assist companies see near-immediate ROI from each click on somebody makes. 

Do them proper and so they can ignite your corporation and drive big quantities of income.

Do them flawed and watch as your advert finances burns earlier than your eyes. Poof.

With these show adverts finest practices in thoughts, it’s time to assessment your campaigns and optimize their efficiency. 

However earlier than you dive in, get a way of what’s working in your market. 

Use AdClarity to conduct a aggressive evaluation of the show and banner campaigns being run by different corporations in your business. See what inventive and messaging they’re utilizing and what’s working finest for his or her enterprise. 

Then, use these learnings and these finest practices to launch campaigns that may ship massive for your corporation. 


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