Creating a Display Advertising campaign in AdWords can be challenging. One of the most difficult parts of starting a Display campaign is trying to decide what you can do to set your advertisement apart from all the others. Luckily, there are some simple steps that you can take to make sure your ads look great and catch the attention of your customers.

Most Common Ad Specs

There are multiple sizes for banner ads you can use for your Display campaigns. Here are our recommendated ads sizes:

Top Display
160×600 – Wide Skyscraper
300×250 – Medium Rectangle
728×90 – Leaderboard
300×600 – Half Page Ad

Top Mobile
300×50 – Mobile Leaderboard
320×50 – Mobile Leaderboard
336×280 – Large Rectangle
1024×768 -Tablet Interstitial Landscape
768×1024 – Tablet Interstitial Portrait

You can have as many ads from each category type as you would like. You can also have only one category type of ad. However, in order to help your campaign show ads whenever there’s a chance, it’s recommended that you have a nice variety of all four categories.

#1 – Find the Right Design Program

The first step in creating great Display advertisements is find the right design program that works best for you. There are free design programs like Canva that offer some good ad templates you can use to build ads for your Display campaign. If you’re will to invest a little more into your campaign, you can also purchase design programs or hire creative agencies to develop a customized advertisement specific to your business and industry.

If you tried to create your own ads, but still don’t think ad creation is the right thing for you, some platforms have ad creation feature that you can use for your campaigns. These are limited in what you can customize but it can serve as a bridge to get your campaign started until you can get the perfect ads created for you.

 #2 – Creating Compelling Ad Content

After you’ve decided which design type you want your ads to be, it’s time to start thinking about content. Good performing ads should have an explicit call-to-action somewhere in the ad. A call-to-action is a phrase that will inspire potential customers to click to your website and complete a desired action. This could be text located in a button or somewhere else in the ad. If your ad blends in well with the website that it’s being displayed on, a call-to-action can help your ad stand out from the websites design.


Let’s take a look at a few different call-to-action buttons and how different Display ads will use them to encourage customers to take action. Notice that the call-to-actions in these ads are profound and noticeable in each ad. A customer’s attention should be drawn to the button or item telling them what to do.

Learn More or Try One – Give the consumer an opportunity to learn more about your product before they buy it or encourages them to take an action on your ad.

Buy Now – If you want to send them directly to the shopping page, a buy now call-to-action button gives the consumer an easy way to purchase your product.

Get a Quote Now – If there’s an application you would like consumers to fill out, this type of call-to-action lets them know clicking your ad will start that application.

Special Offers

When you’re running a special promotion, you should place that offer somewhere in your ad that can help people who are searching for something make the final decision to purchase your product or service. Using keywords like special offers, discounts, and promo codes are great ways to let consumers know of the deals you have going on.


You want to be sure that you have a nice balance of text and images in your ad. Too much of one can draw attention away from the overall message of the ad.

You want to be sure that the images are clear and easy to recognize. They should also fit perfectly within the dimensions of the ad. You don’t want to have parts of your images cut off.

All of the text in the ads should be easy to read and understandable. This includes making sure that the sentences are complete and lines of text aren’t being cut off.

#3 – Test, Test, Test

It’s always a good idea to test different things to see what performs the best. While you can have as many ads as you like in your ad groups, a good way to test which creative is performing the best is putting three to four per ad group. Then, you can have different messages that go along with different images. After at least two weeks to a month, you can check the key performing indicators that you’ve set for your campaign to compare ads and decide which set of creative performed the best for you.

Start Your Display Campaign Today

An effective Display campaign will not only generate leads and more business for you, but also expand the visibility of your brand to new customers. You can choose the correct audience that makes sense for your business model and show them your products while they’re searching the web.

Remember, when you’re creating ads to test different sizes and creatives to see what performs best for your business. After you’ve created your ads and chose the audience you want to show them to, you’re one step closer to having a successful Display campaign.

Did my blog inspire you to get your Display campaign off the ground? If you’d like to talk more about what you can do with your Display Advertising, make sure and contact us today with any of your questions.