Create eye-catching and effective display ads
Posted: Mon Dec 23, 2024 9:20 am
The most common format on the Display Network is banners.
To create effective banners, we must not only ensure that we have an attractive design, but that the content must be interesting enough to attract the attention of users.
As a general rule, good Google display ads must share certain characteristics to achieve positive results, such as:
1.- Image
This has to be shocking.
Let's not forget that people are reading a newspaper or a blog or comparing products on different websites and they really don't want to pay any attention to us.
2.- A large headline on a dark background
The ad appears on a web page that has (at least the vast majority) a white background.
If the ad doesn't stand out, it won't attract attention, and if it doesn't attract attention, then we won't achieve much with these ads.
To do this, we have to take advantage of the fact that we have freedom of design to put a background on our image that contrasts with the white of the page where it is located.
3.- Offer or benefit
This feature does not need to be insisted on any less just because it is obvious.
There isn't much room for text in an ad that measures 250 x 250 pixels, so whatever little there is needs to be attention-grabbing.
It's not easy, it's actually the most complicated part of a display ad - what to put?
4.- Large and eye-catching button with a call to action
Now that we have the design created and have come up with a great tagline, we need to make sure there is a clear and visible call to action.
5.- Relevance
Make sure that both the visual appearance and the text are closely related to the theme of the date or season you have chosen for your campaign.
6.- A/B test
Always add two versions of your images for the same dimensions.
A /B testing on display ads is even more relevant than on search ads because the visual impact is greater than that of text and a higher click percentage means a better image.
Make sure you reach a 90% confidence level to make a decision before declaring an ad version the winner.
And since they say a picture is worth a thousand words, let’s look at a visual example of how to create a perfect image ad for our seasonal marketing SEM strategy.
SEM Strategies for E-Commerce - Chipotle Image Ad
Let's analyze this great ad from the Mexican fast food restaurant chain, Chipotle, one of the big brands when it comes to display ads.
The brand takes advantage of the graduation season between May and July of each year to publish advertisements aimed at recruiting staff.
We have already said that we are always, always within a season, this can email list of dutch business be any season that is relevant to our audience.
It's a fast food restaurant, but who wouldn't want to go to work there after seeing this ad?
The power of image ads is undoubtedly enormous.
Let's notice how all the elements described above are executed in harmony and perfection in this advertisement.
And as we have mentioned, A/B testing is essential, which is why Chipotle also has another version for the same size.
Which version has won?
Only Chipotle knows I'm afraid.
SEM Strategies for E-Commerce - Chipotle A/B Image Ad
And since there are no two without three, let's look at another example of a display ad that uses a well-known brand, HP printers.
To create effective banners, we must not only ensure that we have an attractive design, but that the content must be interesting enough to attract the attention of users.
As a general rule, good Google display ads must share certain characteristics to achieve positive results, such as:
1.- Image
This has to be shocking.
Let's not forget that people are reading a newspaper or a blog or comparing products on different websites and they really don't want to pay any attention to us.
2.- A large headline on a dark background
The ad appears on a web page that has (at least the vast majority) a white background.
If the ad doesn't stand out, it won't attract attention, and if it doesn't attract attention, then we won't achieve much with these ads.
To do this, we have to take advantage of the fact that we have freedom of design to put a background on our image that contrasts with the white of the page where it is located.
3.- Offer or benefit
This feature does not need to be insisted on any less just because it is obvious.
There isn't much room for text in an ad that measures 250 x 250 pixels, so whatever little there is needs to be attention-grabbing.
It's not easy, it's actually the most complicated part of a display ad - what to put?
4.- Large and eye-catching button with a call to action
Now that we have the design created and have come up with a great tagline, we need to make sure there is a clear and visible call to action.
5.- Relevance
Make sure that both the visual appearance and the text are closely related to the theme of the date or season you have chosen for your campaign.
6.- A/B test
Always add two versions of your images for the same dimensions.
A /B testing on display ads is even more relevant than on search ads because the visual impact is greater than that of text and a higher click percentage means a better image.
Make sure you reach a 90% confidence level to make a decision before declaring an ad version the winner.
And since they say a picture is worth a thousand words, let’s look at a visual example of how to create a perfect image ad for our seasonal marketing SEM strategy.
SEM Strategies for E-Commerce - Chipotle Image Ad
Let's analyze this great ad from the Mexican fast food restaurant chain, Chipotle, one of the big brands when it comes to display ads.
The brand takes advantage of the graduation season between May and July of each year to publish advertisements aimed at recruiting staff.
We have already said that we are always, always within a season, this can email list of dutch business be any season that is relevant to our audience.
It's a fast food restaurant, but who wouldn't want to go to work there after seeing this ad?
The power of image ads is undoubtedly enormous.
Let's notice how all the elements described above are executed in harmony and perfection in this advertisement.
And as we have mentioned, A/B testing is essential, which is why Chipotle also has another version for the same size.
Which version has won?
Only Chipotle knows I'm afraid.
SEM Strategies for E-Commerce - Chipotle A/B Image Ad
And since there are no two without three, let's look at another example of a display ad that uses a well-known brand, HP printers.