Display Ad Best Practices, Tips for Creative Effective Display Ads

In terms of following Google Display Ad Best Practices and creating effective, display ads, ALWAYS begin by identifying your campaign goals. Every decision you make afterward stems from this one step, as your goals will help you craft the perfect messages for where your customer may be in the purchase funnel at any given moment.

Consider the following question: are you doing display advertising for awareness, or for purchasing? Different goals will yield a slightly different direction that you should take as a result. You’ll also want to consider the types of Display Targeting techniques you’ll leverage.


Ad Size Formats

Start with the size and formats for ads that work. Your audience has very specific tastes – size and format allows you to create a package for your message that appeals to those tastes. Google Display Ads can not exceed 150KB in size.

Mobile Sizing

Make sure to ALWAYS include the appropriate mobile sizing. Never forget that most of your audience will view your ad on a smartphone or tablet. Google sites the top-performing mobile ad size as 300 x 250.

Other mobile ad sizes are:

  • 320 x 100
  • 320 x 50
  • 250 x 250
  • 200 x 200

Calls to Action

Make your Calls to Action OBVIOUS.  Display advertising is not hide and seek.

Keep it Simple

Don’t be overly wordy. Strive to strike a balance between visuals and text.

Update Creative

Keep all of your messaging as creative and as fresh as possible. Update messaging quarterly, if not more frequently.




By and large, display advertisers leverage a user’s past behavior to help generate more effective contents for a page and to target a specific audience. You’ll need to think BEYOND the “last click” attribution in AdWords to get valuable insight hidden underneath.

Track all of your site conversions. How, where and (most importantly) WHY are they happening?

Test your conversions between AdWords or a third party platform to find the best fit for business goals.

Always make sure that your page tags match the conversion tracking info in AdWords to avoid items getting lost in the shuffle.

Separate your display campaigns from your search campaigns. Never forget that the context is just as important as the content.

Remember the INTENT behind keywords used for search marketing. What are consumers looking for and how can you be in a position to give it to them? Review the Jobs-to-Be-Done theory.


For AdWords display campaigns to be incredibly efficient make sure your messaging is in order, and that tracking is set up to process the most valuable information for optimization and ROI.

If you’d like to learn more about display advertising or to receive helpful tips and additional best practices, please contact us today.

Improve Display Keywords


Learn about making the most of Display Keywords.

Check AdWords Performance

Learn how your AdWords Campaigns are really doing.