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How to Create Google Display Ads That Actually Get Clicks ​

Google Display Network reaches over 90% of internet users worldwide across millions of websites, apps, and Google properties. The opportunity is massive, but so is the challenge of capturing attention in an environment where ads are often ignored.

This guide covers how to create Google Display ads that break through banner blindness and generate meaningful clicks.

Understanding the Display Environment ​

Where Display Ads Appear ​

Google Display Network places your ads across:

  • Websites in the Google Display Network
  • Gmail (promotions tab)
  • YouTube (non-video placements)
  • Mobile apps

Contextual Reality: Users are not seeking ads. Your creative interrupts their primary activity.

Studies show users have learned to ignore banner-shaped content.

Response: Design must break visual patterns while maintaining professionalism.

Low Average CTR ​

Display CTR averages around 0.35% industry-wide.

Perspective: This is normal. Focus on qualified clicks, not volume.

Google Display Ad Formats ​

Responsive Display Ads ​

Google's recommended format. You provide assets, Google assembles ads.

Assets Required:

  • Images: 1200x628 (landscape) and 1200x1200 (square) minimum
  • Logo: 1200x1200 and 1200x300 options
  • Headlines: Up to 5 versions, 30 characters each
  • Long headline: 90 characters
  • Descriptions: Up to 5 versions, 90 characters each

Advantage: Automatic optimization across placements and formats. Disadvantage: Less design control.

Static Image Ads ​

Traditional banner ads you design completely.

Common Sizes:

  • 300x250 (medium rectangle)
  • 728x90 (leaderboard)
  • 336x280 (large rectangle)
  • 300x600 (half-page)
  • 320x50 (mobile leaderboard)
  • 160x600 (wide skyscraper)

Advantage: Complete creative control. Disadvantage: More production work, no auto-optimization.

Animated Display Ads ​

Movement captures attention.

Specifications:

  • GIF or HTML5 format
  • Animation up to 30 seconds
  • Loop limited to 3 times
  • Final frame must be clear and include CTA

Design Principles for Display Ads ​

Principle 1: Simplicity Wins ​

Limited space and brief attention require extreme clarity.

Guidelines:

  • One message per ad
  • Minimal text
  • Clear visual hierarchy
  • White space for breathing room

Bad: Crowded ad with three bullet points, logo, product image, CTA, and tagline. Good: Product image, headline, CTA.

Principle 2: Contrast Creates Visibility ​

Ads must stand out from website content.

Techniques:

  • Contrasting colors from typical website schemes
  • Bold, readable typography
  • Clear edge or border when needed
  • Avoid blending into content

Principle 3: Brand Recognition ​

Viewers need to know who is speaking.

Requirements:

  • Logo visible but not dominant
  • Consistent brand colors and fonts
  • Brand recognition in 1-2 seconds

Principle 4: Clear CTA ​

Every display ad needs obvious next step.

CTA Design:

  • Button shape (even if not actually clickable)
  • Contrasting color
  • Action-oriented text
  • Visible at small sizes

Creating Responsive Display Ads ​

Image Best Practices ​

Landscape Images (1.91:1):

  • Product or lifestyle focus
  • Key elements in center (flexible cropping)
  • Avoid text in images (Google may add overlays)

Square Images (1:1):

  • Same guidelines as landscape
  • Works in more placements

Logo:

  • Clear on any background
  • Transparent PNG if possible
  • Readable at small sizes

Headline Writing ​

Short Headlines (30 chars):

  • Focus on single benefit
  • Numbers work well
  • Clear and actionable

Examples:

  • "Cut Costs by 40%"
  • "Free 14-Day Trial"
  • "Automate Your Reports"

Long Headline (90 chars): Complete statement when space allows.

Example: "The project management tool that saves teams 10 hours a week"

Description Writing ​

Structure:

  • Support the headline
  • Add detail or proof
  • Include CTA word if space allows

Example: "Join 10,000+ teams using [Product] to streamline their workflow. Start free today."

Static Display Ad Design ​

Size-Specific Guidelines ​

300x250 (Medium Rectangle): Most versatile. Design this first.

  • Room for headline, visual, CTA
  • Often appears in content

728x90 (Leaderboard): Horizontal constraint.

  • Horizontal layout essential
  • Less room for visual
  • Text and CTA focus

300x600 (Half Page): Strong visual opportunity.

  • Full product/lifestyle imagery
  • Can include more information
  • Allows for storytelling

160x600 (Skyscraper): Vertical constraint.

  • Stack elements vertically
  • Logo top, CTA bottom
  • Challenging for complex messages

320x50 (Mobile Leaderboard): Extremely limited.

  • Logo, short text, CTA only
  • Must be ultra-simple

Designing Across Sizes ​

Start with Medium Rectangle (300x250): Establish the concept. Adapt, Do Not Recreate: Maintain visual consistency across sizes. Prioritize: Know what can be cut for smaller sizes.

Animation Best Practices ​

When to Use Animation ​

Good For:

  • Demonstrating product features
  • Showing before/after
  • Building to CTA reveal
  • Breaking through banner blindness

Bad For:

  • Distraction for its own sake
  • Overly complex sequences
  • When it slows load time

Animation Guidelines ​

Keep It Short: 10-15 seconds optimal, 30 seconds maximum.

End Strong: Final frame should work as static ad with clear CTA.

Subtle Movement: Persistent subtle motion can work if not distracting.

Loop Consideration: After 3 loops, animation stops. Final frame matters.

Landing Page Alignment ​

Message Match ​

Ad and landing page must connect.

Ad Promise = Landing Page Delivery

  • Same headline or theme
  • Same imagery or visual style
  • Clear path to promised value

Design Continuity ​

Visual Consistency:

  • Same color scheme
  • Same imagery or style
  • Same typography feel

Conversion Alignment:

  • If ad says "Free Trial," landing page offers Free Trial
  • Same offer, same language

Audience Targeting Considerations ​

Creative-Audience Alignment ​

Different audiences need different creative.

Prospecting (Cold Audiences):

  • Awareness messaging
  • Problem/solution focus
  • Broader value proposition

Remarketing (Warm Audiences):

  • Specific product reminder
  • Offer/incentive focus
  • Urgency messaging

Placement Considerations ​

Content Network: Standard display design. Gmail: May appear as collapsed ad, expands on click. Mobile Apps: Often smaller placements, simplify further.

Performance Optimization ​

Metrics to Watch ​

Primary:

  • CTR (benchmark: 0.35%+)
  • Conversion rate
  • Cost per conversion

Secondary:

  • View-through conversions
  • Frequency
  • Placement performance

Testing Variables ​

Creative Tests:

  • Different value propositions
  • Image styles (product vs lifestyle)
  • Color schemes
  • CTA variants

Asset Tests (Responsive):

  • Different headlines
  • Different images
  • Logo variations

Optimization Process ​

  1. Launch with multiple asset options
  2. Review asset performance reports
  3. Replace underperforming assets
  4. Test new variations against winners
  5. Repeat continuously

Common Display Ad Mistakes ​

Mistake 1: Too Much Text ​

Cramming information into limited space.

Fix: Edit ruthlessly. One message, few words.

Mistake 2: Tiny, Unreadable Elements ​

Logo or text that cannot be seen at actual size.

Fix: View at actual size before finalizing.

Mistake 3: Weak or Missing CTA ​

No clear next step for interested viewers.

Fix: Button-style CTA in every ad.

Mistake 4: Off-Brand Creative ​

Display ads that do not look like your brand.

Fix: Maintain brand consistency across all ads.

Mistake 5: Ignoring Responsive Ads ​

Only creating static sizes, missing optimization.

Fix: Use responsive display ads as primary format.

Quick Reference Checklist ​

Before launching display ads:

  • [ ] Responsive display assets provided (images, headlines, descriptions)
  • [ ] Multiple size variations if using static ads
  • [ ] Single clear message per ad
  • [ ] Visible logo/branding
  • [ ] Clear, contrasting CTA
  • [ ] Readable at actual display sizes
  • [ ] Brand consistency maintained
  • [ ] Landing page message match verified
  • [ ] Mobile placements considered
  • [ ] Multiple variations for testing

Conclusion ​

Google Display advertising requires accepting low engagement rates while optimizing for quality. Design for clarity, contrast, and immediate comprehension. Test continuously using Google's responsive ad format for automatic optimization.

Focus on simplicity. Make your message instantly clear. Give viewers an obvious reason and method to click. Let the testing data guide your creative decisions.

Create professional display ad variations quickly with Avocad. Try free at avocad.xyz.

— The Avocad Team

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