Apr 04, 2024

9 Google Display Ads Best Practices for More Clicks

People don’t pay attention to ads. Or so they say.

It’s certainly true that there’s more clutter than ever to cut through on the internet. Researchers estimate that online users interact with over 10,000 ads daily, and 27% of internet users in the U.S currently run ad blockers.

Yet even still, digital display advertising drives results and the numbers prove it. Display advertising is the second most invested in digital advertising format in the U.S. and domestic spending on display ads is expected to reach $78 billion by 2026.

But a successful display advertising marketing campaign won’t just appear out of thin air. You need the right combination of empathetic and affecting copy and seamless, eye-catching design to get the ample click-throughs and conversions rates you’re seeking.

That’s why we’ve got the rundown on best practices for crafting display ads that connect with audiences.

Optimizing Google Display Ads Copy

What are display ads?

9 Google Display Ads best practices

3 Examples of Google Display Ads

What makes an effective display ad?

How do I optimize my display ads?

Let us help you make your display ads shine!

Illustration of a man writing copy with a giant pencil to represent google display ads best practices

But first — what are display ads?

In a nutshell, display ads are like digital billboards. They combine images and words to make a quick, powerful pitch to your target audience. Display advertising encompasses everything from animated banner ads on the tops and sides of websites to still image ads on Facebook or Instagram. Online ad writing should be concise, yet compelling: its sole purpose is to convert.

Yet, getting people to click on ads isn’t quite so simple. With such a limited character count, you need to immediately engage viewers in just a few powerful, actionable words. For this reason, many brands lean on copywriters to handle display ad writing, though the company may write other types of high-quality content in-house.

9 Google Display Ads best practices

While the average reader is a tried and true skimmer, they’ll always pay attention to word choice. Forcing keywords into unintelligible sentences or creating ads that differ from your typical brand look and feel are major no-nos.

Not to mention, this can decrease your return on investment (ROI) or harm your brand’s reputation. Utilize the following best practices so you can craft digital ads that captivate your readers without annoying them.

1. Research your display ad platform and audience

Remember: if you’re trying to speak to everyone, you’re speaking to no one at all. If you’re not identifying and connecting with your audience, you’re risking shouting into the void, like so many ads do.

High-converting copy involves a smattering of data science, psychology, and creative research. Before you can develop a targeted ad campaign, you want to identify your target audience and understand their problem, while also accounting for platform differences.

When writing your digital ad, consider:

  • Ad specifications for each channel, specifically character limits for headlines, body text, and descriptions.
  • Market research regarding your target audience’s cross-platform user experience.
  • Building buyer personas to help picture the person you’re starting a conversation with.
  • How your competitors leverage display ad copy in headlines and call to actions (CTAs).
  • Unique features in ads that grab your attention, such as statistics or social proof.
  • Demographics, behavioral traits, and psychographics of your audience segment.
  • The emotions triggered by a specific pain point.

2. Ensure all copy aligns with your brand identity

It’s easy to get caught up in your writing and forget that it needs to match a certain style. Your display ad copy should complement the ad graphics, harmonize with the linked landing page, and, above all, match the tone and tenor of your brand identity.

Read through your landing page, website, and social media copy – then read them again. Next, confer with your brand guidelines, even if this is your 20th time doing so. Knowing your brand identity inside and out will make it way easier to write consistently excellent copy.

3. Practice empathy in your display ads

You don’t need a psychology degree to understand how people work. But there’s also no need to rely on clickbait tactics. Instead, try to incite an emotional response using effective, intuitive copy.

There are different ways to go about this technique. Tapping into the broadly used fear of missing out (FOMO) is a highly effective method. The human mind wants to stay connected and in-touch, so combine this sense of urgency with a “me” factor: urge people to take action now to get what they want.

Adding a timeframe to your message by saying “today” or “before taxes come due” can remind shoppers that time isn’t unlimited. You can also agitate the ad viewer by presenting something they love alongside something they hate while positioning your brand to give them more of one and less of the other.

4. Hone in on search intent and specific queries

All the persuasive tactics in the world won’t help if you don’t match search intent. You can craft the best headline and spend hours creating the perfect copy, but if your in-their-face “buy now” advert pops up when viewers search for a do-it-yourself trick, your misguided ad will either get ignored, or worse: aggravated shoppers will note you as a company not to do business with.

There’s definitely a science behind writing data-driven display ad copy. For example, pricing is a real motivator with some products. Including a figure in your headline or body copy can increase conversions. However, it can have the opposite effect in other instances.

So dig into why people are using specific keywords to search and learn what results they expect to pop up. Then write some ad copy that satisfies search queries and matches their intent.

5. Obsess over your display ad headlines

Your headline is the first and sometimes only thing people see and pay attention to. Make it clear and compelling, and rework it many times before settling on the final copy. In some cases, adding your value proposition to the headline can drive click-throughs.

For instance, if you sell jeans for tall women, feel free to say “over 50 tall styles” to differentiate your business from the other ads saying the same thing — “If you need tall jeans, our brand sells them.” You can also test the use of negative words in your headline to agitate or evoke emotion, such as “avoid,” “stop,” “never,” or “worst.”

6. Write for people, not search engines

You’ve researched your target audience. You understand their problem. Now write your display ad directly to them, and be sure to use “you” or “your” in the copy. Reference their fears or objections, and position your brand as the ultimate solution to their issue. Use your words to help people visualize the benefit of clicking on your ad right now.

Additionally, you can use your copy to qualify buyers and get more clicks from your target audience. For example, if you sell audiobooks for kids and want to promote your latest toddler book, start with a line saying, “Are you a parent with a toddler who refuses to sleep?”

7. Keep your images clear and attention-grabbing

Words are important, but visuals are critical as well. Use high quality images that are clear, eye-catching, and relevant to your message. Use color contrast to highlight important text and make your ads instantly legible. Make sure any branded elements included in your ad are visually consistent to reassure audiences of your consistency and professionalism once they move from the ad to your landing page.

8. Perfect your call-to-action (CTA)

Like your headline, your CTA and the text on the CTA button are extremely important. Everyone feels tired and decision-fatigued. Tell them what to do next, and if your copy already attracted their attention, then there’s a good chance they’ll follow along to the next step.

Your CTA should match exactly what the person will do when they arrive on your landing page, so it’s vital to use your display ad copy and CTA to tell them what comes next. Most CTA buttons use a short one to three-word CTA, such as:

  • Download
  • Get started
  • Sign up
  • Try it free
  • Shop now
  • Learn More

9. A/B test your display ads

No first draft of anything is perfect, let alone the first trial of a display ad. It’s best to create two versions of the same ads with varying copy and tweaks to design elements so you can see which one gets better results.

Lastly, don’t assume your digital ad copy is the best it can be. A/B tests are crucial to achieving a high click-through rate (CTR) and improving ROI. Marketing during a recession or a slow time is rough, so get the most out of your ads by testing them.

A singular word change to your headline or CTA can have drastic results, so create two versions of your ad and see which one performs better. Then, keep creating, testing, and reworking.

3 Examples of great Google Display Ads

If you’re still wondering how you can craft effective display ads, follow the above tips, and be sure to check out the examples below for insights and examples. While each example works a bit differently, they’re all great models for display ads that generate clicks and lead to conversions.

1. Google Fiber

This Google display ad is short and sweet — like all effective display ads should be. In just 12 words, the concise message and tranquil blue coloring prove that fluffy copy isn’t necessary.

This ad debuted during Covid, while people were adjusting to work-from-home life, dealing with lagging internet connections and stark overage charges. This ad puts the value proposition dead center – stream as much as you want, unlimited internet! – and the image clearly resonates with the “heart” in the headline and the “fiber” in the product name. Note, also, the clear, direct CTA: “Sign up now.” It makes it feel like the solution to your internet problems are just one click away.

Google Fiber display ad


2. Diib

Diib’s Facebook display ad copy targets users with limited time by pointing out its 60-second scan. Next, the writer references its reputation, “as mentioned in Entrepreneur,” followed by a list of benefits using all-caps to make the words “Plan,” “Free,” and “Pro” stand out. I have no idea if it works, but it’s free and takes 60-seconds, sure, I’m willing to check it out.

Diib display ad


3. Moz

Moz uses 17 words on its LinkedIn ad. The brand knows its LinkedIn audience is full of skimming professionals looking for inspiration business and the Moz brand is well-known. They want to attract a specific group of people—those looking to check out their online presence with local search engines—and they offer a free tool to do it.

Moz display ad


What makes an effective display ad?

An effective display ad should capture your viewer’s attention, clearly communicate your message, and motivate the viewer to take a specific action: that could mean making a purchase, signing up for a newsletter, or just visiting a website. Whatever the end goal is, the aim is to get the viewer to take the next step by clicking on the ad. In order to do this:

What is the best use of display ads?

Display ads are best used as part of a coordinated campaign that guides your target audience through the entire marketing funnel, from awareness to conversion. Within a campaign, display ads are especially effective at:

How do I optimize my display ads?

Once you’ve crafted your ads, it’s not enough to just release them into the wild. You should continuously optimize your display ads in order to improve their performance and achieve better results for your marketing campaigns. That means:

  • Monitoring and analyzing key performance data such as click-through rate (CTR), cost per click (CPC), return on ad spend (ROAS), and conversion rate.
  • Optimizing your ads for mobile so they load quickly and display properly.
  • Adjusting your budgets based on ad performance and using automated bidding strategies to maximize your results.
  • A/B testing different elements of your ads, such as headlines, images, and CTAs.

Make your display ads shine!

Words are the bread and butter of a solid display ad campaign. They mold perceptions and drive conversion. A successful display ad campaign is driven by empathetic copy, sleek design, and a connection between brand and user.

Understanding your target market, using display ad copy best practices, and testing your ads can help you build an enticing ad campaign.

If you’re unsure how to make effective display ads, reach out to our digital marketing team. We’re happy to help you explore ways to get the best return on your investment. Contact us to chat about copywriting for your short or long-term needs.