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If you’ve never created display ads based on the use of images, or if you want to improve the performance of your display ads, here are some helpful tips:

  • Effectively use text, images and color combinations.
  • Test different types of display ads and different presentations of content.
  • Take advantage of available models in the display ad builder tool.
  • Create your own custom images.
  • Generate image ads from your existing text ads.


Create good images and graphics

The options available for display ads are numerous. Therefore, please take the time to test different models, colors and content to get the best possible results. You might want your ad to stand out!

What is the effectiveness of a display ad? Take the time to read our tips below, along with some examples that can help you succeed with your display ads.


Choose appropriate colors

Make sure you’ve customized the color of your ad, for example the background. First try to match the color scheme of the banner with the content of your page. Choose colors carefully. Very bright colors can be unpleasant or difficult to read.

Think carefully: If you use the same color for the foreground and background of your ad, nobody will be able to see the content of your ad. You must use contrasting colors while showing good balance: nobody wants a fluorescent text on a bright background!


Consider the color combinations that you target sites

If you decide to target a specific site with your ads, it is of your best interest to adapt their color combination, so that it matches the color of the pages of the site. If one of your ads seems out of place on a page or is not very attractive, users are less likely to click on it. It is more important to match the colors of your banners to the site on which it they will be shown.


Use a call to action button

This advice is especially important for image ads. Users may not know what part of the ad they should click. In some cases, if your ad fits perfectly into the site, they may not even notice it’s an ad! Do not make them guess.

Customers also want to know what to expect when they click on your ad: “Learn More” or “Buy now”.


Make sure the final frame of an animation contains the key message and call to action

If the text does not clearly conveys your message and does not tell users what they should do, they will be less likely to click on the ad.


Balanced Ad Content

Be sure to balance the text and images of your ad compared to the overall size of the banner. Check your ad in each of the formats and resize the images as necessary. For best results, we recommend that you follow these guidelines:

  • Images must be sharp, adapted to the shape of the banner and easy to recognize. They must not be cropped or blurred.
  • The full text should be easy to read and understand. Lines of text should be complete and intelligible.

Get ideas for your ads using the tool Ad Builder


Looking for inspiration to create your ad? Let the models in the display ads tool spark your imagination. Create ads from an existing collection of templates

Take a look at AdWords gallery of rich media ads.


Tell your customers what you can do

You offer free delivery? You have great choice of products? Let us know! Highlight your specific strengths or areas where your business stands out from its competitors.


Include a call to action in every frame of your Flash ads

Give users the option at any time to be able to click on your banner to go to your site without having to wait for the final banner frame.


Create a striking logo for your company or brand

How does your company or brand differs from your competitors? Unleash your imagination to compose a logo that reflects the uniqueness of your business.


Displaying rates and promotions

If you offer something exclusive, make sure your customers know it. Give them so all the elements they need.

Use words and phrases such as dealcoupondiscountpromotional code and good deal to attract the interest of users to your offers.


Create a sense of urgency

Display limited time offers. For example, use phrases like do not waste timethis offer is valid until … , limited time offerspecial rates for early bookings and offer for first time buyers xx .


Use colors that harmonize with your images

What message do you want your ad to convey? Be sure to use color combinations that highlight different aspects of your product. Is your appearance reliable, courteous and friendly? Choose images to reinforce your message.


Find the right balance between text and images

Chose colorful and attractive images for your ad. Accompany them with a clear and concise text.


Choose a relevant landing page

Look at the page of your website that your banners point to. Include a clear call to action in your ad to lead the users to this page. For example, if your ad text includes incentives such as “Call Us”, be sure to include your phone number on the landing page. Or if it has an incentive like  “limited time offer”, make sure that the landing page displays the promotional offer.


Try several banner sizes

Create 7 or 8 ads in each of your ad groups to test different texts and images. This way, you can analyze which ad gets better results. AdWords can publish them automatically and isolate the best performing banner. This eliminates the guesswork. And you build upon what you have learned from your tests.


Make sure you make banners for mobile

Create banners for all types of mobile devices, including smartphones and multi-function phones.

Your ads generate significant traffic to your website, but are your visitors not converting? You can use conversion tracking to assess the number of users who, for example, purchased items or signed up for a newsletter (in other words, performed “conversions”) after going to your site. You can then make various modifications to your AdWords campaigns to improve your conversion rate, including adding more specific keywords and excluding keywords.

Conversion Rate


Use conversion tracking to assess your performance

Before making major changes to your account, we recommend that you your ads performance. In AdWords, you can determine the number of impressions and clicks on your ads. But wouldn’t it be very interesting to know the number of conversions they generate? The solution is to use the conversion tracking .

Once you have set up conversion tracking, you can evaluate the effectiveness of your campaigns. For example, if you edit a campaign, and then find out that your conversion rate increases, this means that the modification improves the performance of the campaign.

Use specific keywords to improve conversion rates

Once you are able to track your conversions, you can focus on improving conversion rates. Specific keywords will usually give a better conversion rate than general keywords.

Generally, specific keywords such as “printer 710c” achieve a better conversion rate than generic keywords like “printer”. In fact, people who are looking for a specific model or product code generally already researched the product and wish to make a purchase.

However, remember that using more specific keywords can generate a lower number of impressions. If your keywords are too specific, the number of users searching for these terms will be close to zero. The challenge is to find the right balance between keywords generic enough to match the search queries of users and specific enough to generate conversions.

Add negative keywords to improve the relevance of your traffic

To try to improve your conversion rate, you can also use negative keywords. This allows you to not show your ad when a user performs a search on these keywords. We recommend that you use negative keywords if you want to limit the exposure of your ad to audiences that you might think are not likely to buy your products.

Some advertisers use for example the term “free” as a keyword to exclude. You can do the same to filter people looking for free products, unless you offer free trials. Users who are looking for free products are generally less likely to make purchases.

Use the “Search Terms” report to reach relevant customers

AdWords allows you to assess the performance of your various keywords, but also to identify specifically the search terms that triggered your ad. This list of terms contained in the “Search Terms” report .

Examine it before adding some keywords to your keyword list or exclude the terms on that report that are not relevant.

Example: Suppose you sell video games on your website. By examining your “Search Terms” report, you find that your ad was triggered by the search term “video game magazine.” People looking for magazines do not necessarily want to buy video games in the immediate future. In this case, you can consider adding “magazine” as a keyword to exclude so that search term does not trigger your ad.

At the same time, you also find that your ad was triggered by the search term “video game figurines.” But it turns out that you also sell figurines of video games! In this case, you can consider adding “figurines video games” to your list of keywords, so that search term is more likely to trigger your ad.

Include price in your ad to attract potential buyers

To improve the relevant traffic to your site, you can include price in your ad text. If a user sees the price of your product and still clicks the ad, you can conclude that he is likely to buy the product at that price. If the price does not suit him, he does not click your ad, and you do not have to pay for that click.

To perform a test, you can add price to your ad text to see which of your ads record a better conversion rate. This method can be particularly effective when your prices are lower than your competitors!


The bids and budgets suggestions that AdWords offers in this tab can help you to get more traffic (ie, clicks and impressions), to improve the ranking of your ad and to achieve better performance. The opportunities tab can offer you the following suggestions:

Top of the page bids

AdWords may propose you to set a bid equivalent to the estimated top of page bid for the top keywords in your account. AdWords can also show you the number clicks or clickthrough rate (CTR) that you are more likely to have each week if you increase the bids for those keywords.

The top of page bid estimate is the approximate amount of CPC bid (cost per click) you must set for your ads to be shown regularly on the AdWords top positions. If you opt to go for this amount, your ads are eligible to appear on the top 3 positions, that is to say where your potential customers are more likely to click.

Use the first page bid estimates

AdWords may propose you to set a bid amount equivalent to the estimated first page bid for keywords in your account. AdWords can also show you the number of impressions your ads were missing out during a period of seven days, because the CPC bid was too low.

The estimated first page bid is the approximate amount of CPC (cost per click) you must define for your ad to reach the first page of Google search results when the search term exactly matches your keyword. If you opt for this amount, you ads are eligible to appear on the first page of search results, that is to say where your potential customers are more likely to click.


AdWords Opportunities Tab suggestions - Image

Reduce the amount of your bid in the case of your campaigns are limited by budget

AdWords may suggest you to reduce the CPC on your campaigns that are limited by budget. We can also show you the number of additional clicks you’re likely to save each week if you reduce this amount.

By reducing the amount of your bid, you reduce at the same time your average cost per click (average CPC) , which is the average amount you pay per click on your ads. In the case of campaigns that are not limited by budget, a lower CPC can help you get more clicks without changing your budget.

Bid adjustments by geographical areas

If you have configured conversion tracking, AdWords may provide you with ideas to make bid adjustments to your campaigns, depending on geographic areas. AdWords offer these opportunities if your conversion data indicate that clicks in these regions may or may not generate conversions. We can also indicate the additional number of conversions that you are likely to have if you are implementing the bid adjustments.

Thanks to bid adjustments based on geographic zones, you can set bid more or less competitive depending on the geographical origin of research. Use this feature to focus on geographic areas that get you the best ROI.

Increase your budget

AdWords can suggest you to increase the daily budget of your campaigns that are limited by budget. AdWords can also show you the number of clicks your ads have not accrued during a period of seven days, due to a limited budget.

If your campaigns are limited by budget, your ads may not be shown as often as possible. In addition, it means that your budget is lower than the recommended daily budget. In this case, the AdWords system determines that your budget can not handle all the traffic available for your keywords. By increasing the amount of your daily budget, you can avoid missing out on potential customers.


How do I know if an ad is effective? Here are three questions to ask before creating an ad. We will provide you with many examples and responses using a fictitious company.

Question 1: What do I propose?

List the products and services you want to promote.




Question 2: What am I trying to accomplish?

Tip: Keep it simple. You can create as many ads as you want, but try to limit yourself to one offer per ad.

Identify your main advertising objectives: What are you doing now and what will you be doing in the long term?




Tip: Be specific. More specific your goals are, the more you will be able to know if your ads have helped you to achieve them.

Question 3: Who are my customers?

Describe your customers. Divide them into categories if there are several users with unique needs and goals.



Focus on your target audience. A large number of users browse the Web, but they are not all interested in your offer. Identify specific types of customers who might be interested in what you offer.


Here are some examples of ads for your AdWords Agency. As you can see, different ads were created for different types of customers:



How to know if your ad is effective? Take the time to evaluate its performance.
 One last question …



Tips: Be objective. Creating effective ads is a question of learning and testing. Even if you love your ads, you must consider and be prepared to change them. This is one of the keys to success