In the past, businesses used billboards on busy streets to advertise their products and services. Over time, this method shifted into the digital world, giving rise to display advertising. Today, this strategy is commonly referred to as display ads, and in this blog, we’ll outline the best practices for display ads to help you create more effective campaigns. By applying these proven techniques, your business can capture attention, build brand awareness, and generate measurable results online.
Display advertising is a form of online marketing that delivers promotional messages using visuals, videos, or interactive content on websites, mobile apps, and social media platforms. Unlike text-based search engine ads, a display ad is designed to be visually engaging and capture attention with eye-catching creative elements. According to eMarketer, U.S. companies spend over $60 billion annually on display ads, making them a vital channel for marketers to master.
Implementing display ads best practices can significantly boost brand awareness, drive quality website traffic, and increase conversions. Following these proven strategies ensures that your campaigns remain impactful and cost-efficient.
Every effective display advertising campaign starts with clear goals. If your objective is brand awareness, focus on visually appealing creative that highlights your brand’s values. Key performance indicators here include impressions, reach, and brand recall. If your objective is to drive traffic, build ad layouts with bold calls-to-action that entice users to click through. Monitor website visits and CTR closely. Aligning objectives with the buyer’s journey—whether awareness, consideration, or conversion—is a key element of successful Google display ads best practices.
Understanding your target audience is essential for creating relevant and engaging display ads. Analyze demographics such as age, gender, income, and education, as well as psychographics like interests and online behaviours. Geographic data is also critical for tailoring campaigns to specific regions and time zones. The Google Display Network offers powerful targeting features, including affinity audiences, in-market segments, and remarketing lists, allowing advertisers to personalize campaigns and maximize performance.
Display ads should be responsive and adaptable to different devices, including desktops, tablets, and smartphones. Standard formats include Medium Rectangle (300×250), Leaderboard (728×90), and Wide Skyscraper (160×600). To maximize reach, ensure your creative is designed in these variations. Responsive display ads, a core feature of Google display ads best practices, also allow assets to automatically adjust to fit multiple placements, improving performance and efficiency.
Consistent branding across all display advertising builds recognition and trust. Incorporate your logo, brand colours, and voice into every display ad. Research from Nielsen shows that consistent branding across all channels can increase revenue by up to 23 percent. Maintaining consistency across visuals and messaging strengthens your identity and makes your ads more memorable.
A compelling call-to-action is essential for increasing engagement and conversions. Use direct, action-oriented phrases like “Shop Now,” “Sign Up Today,” or “Get Started.” Make CTAs stand out with bold fonts and contrasting colours. Creating urgency with limited-time offers or exclusive discounts also helps motivate faster action. Clear CTAs remain one of the most important display ads best practices for maximizing conversions.
Animation and video can elevate display advertising by capturing attention more effectively than static images. Subtle animations such as moving visuals, transitions, or highlighted elements can draw attention without overwhelming users. Short, high-quality videos are also powerful for showcasing products, explaining services, or telling brand stories. According to HubSpot, video ads increase brand awareness 54 percent more effectively than static creatives, making them an essential element of modern Google display ads best practices.
The difference lies mainly in format and intent. Display ads are visual and appear on websites, apps, and social media to build awareness and reach broader audiences. They use images, banners, and videos to engage potential customers who may not yet be actively searching. Search ads, on the other hand, are text-based and appear on search engine results pages when users type in specific queries. They target intent-driven users, making them highly effective for conversions. Search ads pull users in when they are ready to buy, while display ads push brand awareness to audiences earlier in the journey. When combined, both strategies form a strong digital advertising mix.
Engaging animation and video ads require balance and creativity. Subtle animations like transitions, moving text, or highlights can emphasize important elements without distracting from the message. Short, engaging videos of 10 to 30 seconds are ideal for grabbing attention quickly. They should load fast, tell a clear story, and remain relevant to your target audience. Best practices also recommend adding captions since 85 percent of videos on social media are watched without sound. Keeping visuals consistent with your brand while delivering emotional and informative storytelling ensures that your display ad stands out. Integrating video is one of the most effective display ads best practices for boosting engagement.
A/B testing is essential for optimizing display ads. Begin by selecting a single variable to test—such as headline, image, call-to-action, or colour scheme. Create at least two ad variations and run them simultaneously under similar conditions. Use platforms like Google Ads Experiments to track metrics, including click-through rate, conversion rate, and time-on-site. Once enough statistically significant data is collected, identify which ad performs best and apply insights to future campaigns. Experts recommend continuously testing since audience behaviour and industry trends evolve. Regular A/B testing is a cornerstone of display ads best practices, ensuring campaigns remain data-driven and consistently improve performance.
Key metrics determine the success of your display advertising campaign. Click-through rate (CTR) shows the percentage of users clicking your ad after viewing it. Conversion rate measures how many users completed a desired action, such as signing up or purchasing. Cost per conversion (CPC) reflects the average expense required for each action completed. Return on ad spend (ROAS) evaluates profitability by comparing revenue generated to campaign costs. Google also recommends monitoring viewable impressions to ensure ads are actually seen. By aligning these KPIs with campaign goals—whether brand awareness, traffic, or conversions—you can optimize results and refine strategies effectively. Monitoring performance consistently is one of the most important Google display ads best practices.
Creating effective display ads requires a combination of planning, creativity, accurate targeting, and continuous optimization. Following display ads best practices, such as defining objectives, knowing your audience, using strong branding, optimizing for multiple sizes, and implementing engaging CTAs, will strengthen campaign performance. Adding animation and video ensures your ads stand out in crowded online spaces. By tracking key metrics and continuously testing, you can refine strategies, boost efficiency, and maximize ROI. Consistently applying Google display ads best practices will help you build campaigns that capture attention, drive conversions, and support sustainable business growth.
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