People of a certain age may remember when the Internet wasn’t around. If they wanted to advertise, there were only a few ways to do it, such as putting a listing in the Yellow Pages or advertising in a newspaper. You were competing against a lot of people, even if you were doing it locally.
You could also spend some extra money and look into advertising on TV or in magazines/newspapers. That still limits your reach. Now you can do it online, using the Google Display Network. It’s a great way to narrow your focus in terms of the people you want to reach while still having a broader reach and they can appear on a lot of different sites, like YouTube.
While you could use text ads for search engines, display ads will show up on a lot of other different sites. You want to make sure that you use Google Display Advertising the best way possible … and that includes making sure that the person who is viewing it has no problem viewing it and thinks that it looks like something that they are interested in checking out to see if they might want to contact you.
You Want To Make Sure You Pick The Right Size
You could just want to work around the parameters of the initial ad that you created. That would be a mistake, since that could make you miss out on a lot of potential traffic. So you should ensure that your copy or videos are viewable at the smallest size – a 350 x 250 rectangle, the next size – 336 x 280, a Leaderboard size (728X90), a half-page one (300×600), or a large mobile banner (320×100).
It’s important not to exclude desktop users – they are people that could very well be interested in your product or service as well. You can display ads that run 300×250 all the way to 970X90. You just need to pick the one that works for you.
You Should Design The Ads to Attract Attention
The last thing you want to do is put out a Google display ad that is mundane. You want to catch people’s eyes. Using generic colors or fonts or photos are things that you should avoid.
While you want to be creative, you also don’t want to publish things that are literally hard to read. If they can’t tell what the font is saying, then you should pick a slightly more understated one. Otherwise, you risk them quickly clicking away and you lose the chance of ever bringing them back.
Focus on the Contrast, Not The Colors
Don’t spend all your time pondering what color you should have a certain button be on the ads. Instead, take a page from the painters and grab a color wheel. What’s the most dominant color in your ad? Find it on the color wheel and then locate its opposite. That would be an excellent color for the button.
Keep The Design Simple
You might think that this is a common sense piece of advice. A lot of designers might fall too much in love with their creativity and try to show it off. While they might be able to understand what they are displaying, the general public might not. You want to have something that is immediately apparent – remember, you will only have a very brief amount of time to grab their attention. If they can’t figure it out in a second, then you have lost them.
Don’t have too much writing on it. People aren’t going to want to read a lot. You also want to make sure that you have a very clear message and a call to action.
Work Closely With The Copywriter
Having a great photo or design is half the battle. You need to have words that will show people what it’s all about while also not boring them. It’s a great idea to discuss your vision with the copywriter and make sure that they don’t make the ad feel too cluttered. It can feel like a delicate balancing act, but if you do it right, it’s well worth the effort.
These are just a few of the things that you have to do to make sure your Google display ads are effective. You also have to think about context, since some ads won’t work on certain sites. Use as many free resources as you can, especially if you’re a small business.
If you use the above tips, you are on the way to creating successful Google display ads. Always be watching trends, too, and see if there are any you can incorporate. Then you can hopefully bring in more customers and reap the benefits of your work.
