Top 3 Factors for Display Ad Design | Vine Street Digital

Top 3 Factors for Display Ad Design

Top 3 Factors for Display Ad Design

It’s no secret that Google Display ads can play a key role in your PPC strategy. You can use display ads to help build recognition of your brand and remain at the forefront of your consumers’ minds. They can be used to reach people at different stages of the buying cycle, and are a cost-effective way to massively increase the reach of your campaigns.

Now you’ve decided you need them – what’s next? Well, designing your new ads, of course! This blog will take you through the top 3 factors to consider when designing your Google Display ads.


In almost all applications of design, colour serves as one of the key aspects that captures the attention of your audience.

In the instance of Google Display ads, the colour of your creatives helps distinguish your brand against your competitors, as well as stand out against the website it is being displayed on.

It is important to keep your ad colours consistent with the palette you use for your website. For example, if a consumer clicks on a large, red display banner, but the website linked to the ad is mostly green, they may be a little confused! This could even cause them to bounce away from your landing page without completing any goals or conversions for you.

You want to make sure the journey of your audience is both smooth and transparent, and that they aren’t surprised when they reach your website.

Additionally, simplicity is key when it comes to colour choice. Choose 2 or 3 bold, on-brand colours that help your ad stand out. Highlight what you’re trying to achieve with your display ads, whether that be product sales, brand awareness, or lead generation.

Ad Size

It’s hard to think that something as simple as ad size can have such a large impact on your audience, but it does!

A few extra pixels can mean all the difference between a user scrolling right past your ad or clicking on it to see what it’s about. It’s important to ensure your display ads are distinguishable from standard web page content and aren’t mistaken for something else. To do this, you must structure your ads to be flexible across different devices and different sized screens.

There are three ad sizes that have been recognised – by Google – to be top performers and are a great place to start when putting your creatives together.

These three ad sizes are known as:

  • the ‘medium rectangle’ (300×250),
  • ‘large rectangle’ (336×280), and
  • ‘leaderboard’ (728×90).

It is important to note, however, that if you are opting for a Responsive Display Ad, Google will automatically ensure that your creatives will fit different size requirements.

Images and Graphics

Choosing the right image or graphic (if you decide to use one at all) is one of the most difficult, but important, parts of designing an effective display ad.

Even if your brand doesn’t have any physical (photographable) products to use in your display ad, you definitely want to consider using some form of imagery in your Google Display ad creative.

It helps strengthen the relationship between your brand, your messaging, your Call To Action, and most importantly, your audience.

For example, a local mortgage broker is looking to onboard more clients. But, they don’t have any physical products to showcase in the display ad creative. The ad’s copy is, “To the moon and beyond – if it has a mortgage, we can help”.

They can opt to contrast their messaging and Call To Action against a striking background image. For example, a starry night sky, or a drawing of the moon with a house atop. Your imagination is key, here!

This relationship between the image and the messaging may catch a user’s attention far greater than a simple coloured background.

Whilst it may be tempting to opt for stock images in the absence of a designer or catalogue of display ad creatives, it’s always best to customise your ads to keep them unique and eye-catching.

Successful Display Ad Design

In summary, there are many different aspects of display ad design that are all equally as important as each other.

If you make sure that…

  • you’re consistent with your colour palette,
  • you optimise your ads for top-performing sizes,
  • and you have eye-catching images and graphics,

…you are giving yourself the best chance at running a successful display ad campaign, whether it’s with Google or another advertising platform.

There are many other important aspects to consider such as your messaging and Call To Actions. However, these aspects are already accounted for as part of your ongoing PPC strategy.

If you’d like to have display ad creatives/designs included with your PPC management, talk to our team about our add-on package!

Written by Harry Taylor