Today we’re going to list some best practices when creating your image ad in Google display ads for direct responses – that is, focused on user action, whatever it is, rather than just a brand message (or branding ).
If you’re creating an image ad and have a direct response goal, your ads need to capture the user’s attention, deliver key information and encourage the user to click on the ad and explore your site.
1. Call to action
A button with a call to action (or call-to-action for those who prefer) encourages users to click on your Google ads and clearly lets them know what comes next. However, while call to action like “Buy now!” common, they are also very insistent.
Using indirect call to action like “Know it now” or short phrases like “Know Your Dream” helps to encourage action without requiring a very strong commitment from your user.
Remember! Asking for a high commitment too early can be daunting for users – especially for more complex products and services.
Always test different calls to action to learn which works best for you.
2. Call to action in all frames
Include a call to action or a key message in each frame of your Google ads – especially in the final frame. This ensures that you will be able to deliver the message, no matter when the ad will grab the user’s attention. When your animation stops, your ad will continue to show this message.
3. Company brand
Keep your company or product brand on all boards. This will highlight you, it can increase the ad’s credibility and even your CTR (click-through rate).
If this is not possible, try to display your brand at least in the last frame of the animated ads, to ensure that it is visible even after the animation is over.
Remember if brands are not only important for branding ads. They can guarantee great results for direct response as well.
4. Price and promotion
The more price information a potential customer gets from your ad, the better. Consider placing promotional prices or special offers like free shipping or good installment terms. Discount offers using codes displayed in the ad can attract attention.
If users are not interested in the price or offer, they will not click on your ad. This can save some unwanted clicks for you, as the important thing is that potential customers, who are interested in your products, click on your ads.
Remember if! It’s super recommended that your ad has a clear price or promotion so that the user experience is positive and that you have a good return on your investment.
5. Make clear the value of the product
Include a clear message to highlight the benefits of your product or service. Potential customers should feel like they’re missing out on something by not clicking on the ad.
Remember if! Generic photos and texts, which do not clearly describe your product or service, can confuse users and reduce conversions.
6. Create a sense of urgency
Show the user that the response to your ad requires a certain amount of urgency. Talking about deadlines, quantity or availability can persuade potential customers to better consider your ad’s message.
Remember if! Ads showing counters can be overlooked by the user. They can also have a negative image in your brand image.
7. Choose colors and images carefully
Set the colors of your ad in a way that matches your image or your company’s brand. Use pleasant colors for reading in the background and in the fonts. Very bright colors can be unpleasant and difficult to read.
Remember if! Try to match the background of your ad with the image you are using.
8. Balance text and images
In the image ad you have the advantage of using images and text to get your message across. Texts and images that have to do with each other can help users remember your ad long after they’ve seen it.
Remember if! An image that clearly identifies your product or service can be more effective than several less relevant and less visually striking images.
9. Use a relevant landing page
Take users to the most relevant landing page, that of the product or service described by the ad. The message on the landing page must be the same as your ad: the same product, the same offer.
Remember if! Align the look of your ad with that of the landing page, so users know they’ve arrived at the right place on your site.
10. Have several options
Create your Google ads in all formats to ensure that it can appear on all possible sites on the Google Display Network. Some sites in our network, which may be ideal for your offer, offer only a few specific formats. If your ad doesn’t have one of these formats, it won’t be able to run on these sites.
Remember if! Include text ads that complement your image ads for even more complete coverage. Some really interesting sites only accept text ads.