If you're new to creating display ads, or you'd like to improve your display ad performance, we have some tips to help you get the job done:
- Use text, images and colour schemes effectively
- Experiment with different display ad types and content designs
- Create your own customised images
- Generate display ads based on your existing text ads
Create the ideal display ad
Display ads offer many options, so take the time to experiment with different templates, colours and content to get the best results and make your ad stand out.
What makes a great display ad? Below you'll find our top tips for creating effective display ads. Let's explore each of these tips and look at some examples. Learn more about creative best practices for display ads
Follow image guidelines
- Recommended size: 1200 x 628
- Minimum size: 600 x 314
- Recommended size: 1200 x 1200
- Minimum size: 300 x 300
- Recommended size: 900 x 1600
- Minimum size: 600 x 1067
Use responsive display ads
Using responsive display ads will save you time creating different versions of your ads for different devices. Responsive display ads automatically adjust the size of your ad for different types of devices, such as mobile, tablet and desktops, and can fit in almost any available ad space. Learn more about responsive display ads
Get ideas for ads
Need ad ideas? Consult our rich media ads gallery. Filter by ad format, feature, type, size, vertical or country.
Optimise images and your brand logo
Responsive display ads should include a clear and simple brand logo (with a 1:1 or 4:1 aspect ratio) and a clear and simple brand name. Your main image should be clear and high quality. Avoid overlaid text, collages and excessive blank space.
The main image should include a physical setting with a real background and organic shadows and lighting. Acceptable aspect ratios are 1.91:1, 1:1 and 9:16 (optional). It's recommended to have more 1.91:1 images than 1:1 and 9:16 images.
Use clear and compelling headlines and text
For your headline, use a clear and simple text to describe your product, service or brand. Make your description text easy to read and understand (80-character limit) and use sentence case. Avoid generic messaging, 'all caps' or click-bait.
| Good examples | Bad examples |
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Headline: “Our new wool socks are warm and cosy” Text: “All of our orders are custom-made and delivered to your door!” |
Headline: “Our New Wool Socks” Text: “Click here to learn more.” |
|
Headline: “Sinbad's Big Adventure in theatres Nov. 22” Text: “Don’t miss the most adventurous film of the summer.” |
Headline: "SINBAD’S BIG ADVENTURE." Text: "YOU WON’T BELIEVE WHAT HAPPENS IN THIS FUN, SUMMER FILM." |
Include prices, promotions and exclusives
If you have something special to offer, make sure that your customers know it. People are usually searching to make a decision about something. Give them what they need to help make their decision.
Using terms like special offers, coupons, discounts, promo codes and bargains is a great way to let people know that you’ve got some deals.
Provide a relevant landing page
Review the page on your website that you're linking to, which is called the landing page. Be sure to include a clear call-to-action in your ad that takes viewers straight to that landing page. For example, if your ad text includes the phrase 'Call us', make sure that you include your business phone number on the landing page. If your ad text includes the phrase 'Limited time offer', be sure to point people to that promotion on the landing page. In your final URL, provide the complete URL.
Create 3–4 ads per ad group
You can create 3–4 ads per ad group to try out different messages with different images. This will help you determine which ad performs the best with your customers. Google Ads can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.
