The display network is a great way to gain significant visibility on the web, as Google reports that this network can reach up to 90% of internet users worldwide. Improving visibility for your business is important, but doing it the right way is even more…

With a large number of advertisements currently on the web, each ad created must be effective and efficient. We can find on the display network different ad formats:

  • Video ads on YouTube;
  • Rich media ads: image ads with interactive elements such as animations;
  • Text ads;
  • Illustrated ads.

In this article, we’re going to focus particularly on creating great ads for Google Display, first of all explaining the steps to create text ads that provide a basis for banner creation. Finally, tips are offered to easily create image ads on Google AdWords.

Text ads on Google Display

Even if the display network is primarily based on the visual with its advertisements, it should not be forgotten that text ads have a preponderant place in display. Text ads take up much less space on a web page than a standard banner.

This is why it is essential to create impactful text ads, because they can be displayed differently on the display network. Ads can appear as standard on the search network, but can also integrate perfectly with any website. This type of ad is also called “native text ad”.

Google Display also allows rich media text ads to appear on which the company logo can be added using the company’s Google+ account.

In order to offer effective text ads, you need to meet three specific criteria:

  1. Call to action;
  2. Ad link;
  3. A clear message.

Call to action

A call to action is essential when creating ads. Advertisers must tell internet users what steps to follow after the click. These calls to action can be very simple, such as call us, order today or get a free quote.

Ad link

When creating a text ad, it’s important to pay attention to the link used on the ads. It may sound logical, but if you’re selling athletic shoes, make sure that people land on the right shoe collections when they click on your ads. Indeed, many advertisers still have the bad habit of systematically referring Internet users to their home page, thus forcing them to search for the information they expected to find.

It is also a good idea to have your display URL contain the product or service you offer so that people know which sites they are going to and which product page they are going to fall on. For example, if you sell shoes, here is what it is advisable to indicate:

A clear message

Why should a user click on your ad? Do you have an advantage over competitors? Do you have incredible promotions to offer? If so, it’s important that your message be clear and that it says what your ad is worth clicking on.

With only 90 characters available on text ads, you have to optimize the message displayed so that internet users only think about one thing: click on your ad instead of another. Make short, punchy sentences such as Shoes On Promotion. Exclusive Sale. Order in line!

Image ads

Our tips for text ads can also be applied to image ads (call to action, clear message …), with the possibility of being even more creative when designing banners. But we can easily get lost and add too many images and information to the image ads. You must therefore ensure that the message is visible and that the ad stands out without being “spammy” for the site that shows your illustrated ad.

Use all the formats offered

There are currently 15 different dimensions for image ads on the Google network. In order to ensure optimal visibility on the display network, banners must therefore be created in 15 formats. The formats are:

  • Vertical rectangle: 240 x 400;
  • Leaderboard for mobile: 320 x 50;
  • Banner: 468 x 60;
  • Leaderboard: 728 x 90;
  • Square: 250 x 250;
  • Small square: 200 x 200;
  • Large rectangle: 336 x 280;
  • Built-in rectangle: 300 x 250;
  • Skyscraper: 120 x 600;
  • Large skyscraper: 160 x 600;
  • Half page: 300 x 600;
  • Large leaderboard: 970 x 90;
  • Large banner for mobile: 320 x 100;
  • Billboard: 970 x 250;
  • Portrait: 300 x 1,050.

If you create banners in 15 different formats, your ads will be more likely to appear on more websites.

Generate image ad ideas on Google AdWords

If you don’t go through a web agency or are not comfortable with Photoshop, feel free to take inspiration from the ideas on Google AdWords. When adding an image ad, you can get ad ideas by inserting your website link, as shown in the screenshot below.


By clicking on creation of an ad, you will get banners for the display network. Even if this feature is very practical, we advise you to pay attention to certain elements, because the final rendering is not always perfect. As we can see from the ad below, the photo is not suitable for the size of the banner.


Images and content

Finding the perfect balance between a photo and content is essential on image ads. Thus, 5 elements must be found on your banners:

  • A photo that illustrates your business (if the format allows it);
  • The company logo;
  • A clear title;
  • A call to action;
  • A short description.

Here is a banner that Google offers as an example:



With a usually lower rate per click on the display network compared to the search network, the ads must stand out. This is why we advise you to get straight to the point with your announcements by inserting a call to action and clear and precise messages.

If you’re new to the display network, feel free to get started with a remarketing campaign. This will allow you to see the ads that have been most successful with your past visitors and the click through rate is usually less expensive.

Finally, make sure that each of your ads is mobile-friendly to increase your sales.

Image source : Shutterstock