Google Display Ads are everywhere—on websites, in apps, even when you’re watching a YouTube video. 

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They’re a powerful tool for getting your brand noticed, but to really make them work, there are a few dos and don'ts you should keep in mind. 

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If you’re looking to improve your display ad campaigns, knowing the right formats and strategies can make all the difference.

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Here’s how to get the most out of your Google Display Ads and avoid common pitfalls.

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What Are Google Display Ads and Where Do They Show Up?

Google Display Ads are visual ads that appear across a massive network of over 2 million websites, apps, and even on YouTube. 

These ads can take many forms, such as banners, text, or rich media, and they’re designed to catch the eye as people browse the web. 

Whether someone is reading the news, watching a video, or playing a game, your display ad can show up, helping your brand stay visible and relevant to potential customers wherever they are online.

Plus, did you know that ads can be up to five times more effective on mobile devices than on desktops? And when ads are personalized, they can boost sales by 30%! It’s all about being in the right place at the right time with the right message.

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The Cost of Google Display Ads

When it comes to Google Display Ads, what you spend depends on a few things. You can choose to pay every time someone clicks on your ad (that’s Cost-Per-Click or CPC) or every time your ad gets seen a thousand times (that’s Cost-Per-Thousand Impressions or CPM). 

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In 2024, Google Ads cost anywhere from $100 to $10,000 per month, with most businesses paying between $0.11 and $0.50 per click or $0.51 to $1,000 per 1,000 impressions.

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The cost isn’t set in stone—it changes based on who you’re targeting, the ad formats you pick, and how much you’re willing to bid. 

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For example, reaching a specific audience or using popular keywords can make the price go up. Your campaign goals will really shape how much you end up spending.

And here’s a fun fact: the average conversion rate for pay-per-click (PPC) ads overall is 2.35%. So, a well-targeted campaign can really make a difference!

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Key Display Ad Formats and Sizes

• Responsive Display Ads

These ads are flexible and automatically adjust their size and format to fit wherever they appear. 

Google mixes and matches your headlines, descriptions, images, and logos to create ads that perform best across different placements. It’s like having a custom-made ad for each spot on the web. 
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Recommended sizes include Landscape (1200x628), Square (600x600), and Logos with 1:1 and 4:1 ratios.

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• Static Display Ads

With Static Display Ads, you have full control over the design, ensuring your ad looks exactly how you want. 

However, they only show up in placements that match their exact size, so you’re a bit more limited. Common sizes include Medium Rectangle (300x250), Leaderboard (728x90), and Skyscraper (160x600).

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• Dynamic Display Ads

These are perfect for campaigns that involve a wide range of products. Dynamic Display Ads pull product information directly from your data feed, like images, prices, and descriptions, to create personalized ads for each product. Setting up a proper data feed is crucial to make these ads work effectively.

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What two main ad formats can be used in a Google Display Ads campaign?

The two main formats you’ll use are Responsive Display Ads and Static Display Ads. Responsive ads automatically adjust to fit different placements, while Static ads stay fixed in size and design.

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Common Reasons for Display Ads Disapproval

Sometimes, Google Display Ads get disapproved, and it can be frustrating trying to figure out why.

Here are a few common reasons:

• Inappropriate Content: If your ad touches on restricted topics like gambling or adult themes, it’s likely to be flagged.
• Misleading Claims: Promises that sound too good to be true or claims that aren’t backed up can get your ad disapproved quickly.
• Technical Issues: Things like using the wrong image sizes, low-quality images, or having broken links in your ad can cause problems.
• Branding Violations: Using someone else’s logo or trademark without permission is a big no-no and will get your ad taken down.

Understanding these pitfalls can help you avoid unnecessary delays and keep your ads running smoothly.

The Dos & Don'ts of Google Display Ads

Creating effective Google Display Ads involves knowing what works and what doesn’t. Here’s a quick rundown of the dos and don’ts to keep in mind:

Dos:

• Use Clear, High-Quality Images: Always choose images that are crisp and match Google’s recommended sizes. For example, a landscape image at 1200x628 pixels works well.
• Leverage Responsive Display Ads: These ads automatically adjust to different placements, giving your brand broader reach with less effort. Think of it as setting your ad on autopilot.
• Keep Messaging Concise and Compelling: Short, punchy headlines grab attention. For instance, “Upgrade Your Home Office” works better than a lengthy description.
• Regularly Test and Optimize: Don’t just set it and forget it. Keep testing different headlines, images, and calls to action to see what performs best.

Don’ts:

• Avoid Overcrowded Designs: Ads with too much text or cluttered visuals can overwhelm viewers. Keep it clean and simple—less is often more.
• Don’t Use Clickbait: Misleading images or sensational claims might get clicks, but they won’t lead to conversions and could get your ad disapproved.
• Don’t Ignore Performance Metrics: Pay attention to how your ads are performing. If something isn’t working, tweak it. Ignoring metrics can waste your budget and hurt your campaign’s success.

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What Google Display Ads Work Best For:

• Brand Awareness

If you want to get your brand in front of a lot of people, Google Display Ads are your go-to. They’re perfect for building recognition and keeping your brand top of mind. Imagine your logo or message popping up on millions of websites, reminding everyone who you are and what you offer.
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• Retargeting

Ever browsed for something online, and then ads for that exact product seem to follow you everywhere? That’s retargeting, and it’s one of the best uses for Google Display Ads. If someone visited your site but didn’t make a purchase, you can gently remind them with ads that show the exact product they looked at. It’s like saying, “Hey, don’t forget about this!”

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Wrapping Up

When it comes to Google Display Ads, following best practices is essential for success. Using clear, high-quality images, keeping your messaging concise, and choosing the right formats can make a big difference in how your ads perform. 
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Businesses that actively test and optimize their ads see an average 20% increase in conversion rates. So, taking the time to tweak and refine your ads can really pay off.

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Ready to take your Google Display Ads to the next level? Contact us now to start optimizing your campaigns and drive better results today.