Best practices - Display Ads

Display ads can come in many different shapes and sizes, however there are a handful of best performers across the board and your campaign should consist of a few of those best performing sizes. These sizes are listed in our help center article 'What is a Display Ad?'  

For the ads themselves;
Make sure you don’t have too much text, convey your idea with as few words as possible
Add your logo if you have one
Provide a clear call to action for the user like 'discover more' or 'sign up now'
Use an easy to read font and enticing imagery 

What makes for a good display ad?

Generally, we find that less is more when it comes to display ads. Eye-catching images with limited text and a clear call to action (like 'Shop Now', or 'Learn More') are typically the most successful. Display ads should reflect the product or service - a dynamic ad might increase curiosity and entice people to click, but if they visit your website and it isn’t what they were looking for, you will end up paying for clicks that don’t bring you business.

Which is better: search or display?

Both have advantages! If your product or service is easily searched for (e.g., “physical therapy” or “coffee shop near me”), then a search ad is a good place to start. Display ads are more eye-catching, and are useful for cultivating awareness of a brand or new product.

We recommend using search and display together in different proportions, depending on campaign goals. If you are running an awareness campaign that is mostly display, having a small search campaign helps people who may have seen the ad but not converted find the product again. If you are running a search campaign, having a small display campaign that is sent to people who visited the website but did not convert is helpful in bringing them back to close the deal
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