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We continue the AdWords Best Practices Series with more relevant tips.


We already discussed about how to Build and Optimize Search Ads and how to use available features (Ad Extensions, Expanded Ad Text) (link).

But there are also other options if you choose to advertise with Google. The Display Network is one of them.


Display Ads

Dough not as popular as the Search Ads, the Display Ads are not to be neglected.

Many advertisers out there think that Display Ads will deliver only impressions. Impressions don’t help to much when you do performance marketing, do they?

That’s not always true, as we managed to get high numbers of conversions from the Display Ads.

If you want your Display Ads to be successful, you need to build them right from the beginning. No matter what tool you prefer to use, you need to keep in mind some specific rules. In our opinion, the most important are:

  1. Use only high resolution image formats (at least 300×250, 728×90, and 160×600);
  2. Use dynamic elements, so your users will enjoy the most customized experience possible;
  3. Make the text as appealing as possible. Build different Ads for different stages of the sales funnel and include unique selling propositions;
  4. Keep your ads relevant for your brand, and include your logo in every frame;
  5. Animating them might be a good idea;
  6. Test, test, test. Testing several ad variations is mandatory if you want to find the best one.


These are only a few recommendations, but we consider they are the most important ones. But at the end of the day, your talent is the most important factor that will make your ads to create an emotional connection with your audience.


We have more interesting articles to come, so follow our blog if you want to keep yourself updated with latest information.

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