If you want to dominate the digital advertising space, your display ads must do more than just look good. They need to stand out in a sea of competitor ads while driving engagement, click-throughs, and conversions. Poorly designed display ads can lead to wasted ad spend, disappointing ROI, and missed opportunities to connect with your target audience.
This guide is your roadmap to creating high-performing display ad campaigns. We'll explore actionable strategies for video optimization, mobile-first design, visual storytelling, optimizing ad sizes, and implementing best practices. Whether you're a marketing professional, small business owner, or performance marketer, these insights will help you design compelling, effective ads.
Why Creative Display Ads Matter
Display ads are your first impression on countless potential customers. A great ad doesn't just grab attention; it evokes curiosity, builds awareness, and drives action. Here's why design matters:
Engages Audiences: Visuals and animations draw attention by making ads more dynamic and appealing, capturing interest quickly in a world where consumers are constantly bombarded with content. They stand out better than plain text, helping your brand get noticed.
Improves Brand Recall: Visually memorable ads, with unique designs or storytelling elements, create a stronger emotional connection with viewers. This helps your brand stay top-of-mind when they need your product or service, unlike generic or bland designs that are easily forgotten.
Boosts CTR & Conversions: Well-crafted ads not only grab attention but also inspire action, such as clicks or purchases. Creative video ads, for example, typically generate 4x higher engagement rates than static visuals by providing a more interactive and immersive experience.
Supports Retargeting Efforts: High-quality and relevant visuals make your retargeting campaigns more effective by reminding users of your brand in a way that feels polished and professional, increasing the likelihood of them returning to complete their interaction or purchase.
Bottom line? Creative designs backed by best practices are more likely to save you money and maximize your ROI.
Now, let's explore key areas to focus on when crafting exceptional display ads.
Video Display Ad Optimization Techniques
Video ads are consistently outperforming static ads thanks to their ability to combine motion, sound, and storytelling. Here's how to make yours impactful:
Optimize Responsiveness for Every Platform
Responsive video display ads adapt to different devices and screen sizes, ensuring seamless viewing experiences. Whether viewed on a desktop, tablet, or smartphone, your ad remains visually appealing and targeted to the user.
Leverage Dynamic Creative Optimization (DCO)
Brands like Lexus have successfully implemented DCO to personalize video content for their audiences. Lexus’s campaign saw a 50% increase in ad recall, with real-time adjustments to ad content based on viewer behavior, demographics, and engagement metrics. Use DCO to customize elements like headlines, product showcases, or video content based on specific user interests.
Use Attention-Grabbing Design Elements
To create more engaging and effective videos, consider incorporating key elements that enhance user experience and drive action. Adding captions ensures your content is accessible and easy to follow, even during silent playback, catering to viewers in noise-restricted environments. Including animations or interactive hotspots can capture attention and keep users engaged throughout the video, making the experience more dynamic and memorable. Finally, placing strategic calls-to-action (CTAs) at crucial moments helps guide viewers toward desired outcomes, whether it’s visiting your website, signing up for a service, or making a purchase. These features work together to maximize the impact of your videos.
Case Study Success
MediaMath reveals that by focusing on video completions and high-quality creative, a retail campaign cut cost-per-acquisition (CPA) by 20% while boosting brand recall.
Top Tip to Business: Regularly pre-test your videos using tools like AI-driven heatmaps. Optimize for engagement metrics like completion rates and interaction rates.
Mobile-First Display Ad Design
The numbers don’t lie. Mobile ads now account for 73% of ad spend in the U.S., a strong indicator of where consumer attention lies. Designing with a mobile audience in mind is non-negotiable.
Key Mobile-First Practices
Vertical Layouts (9:16): Mobile users prefer vertical video, which delivers 2.3x higher CTRs compared to horizontal designs.
Faster Load Times: Ensure your assets load within 2 seconds to reduce bounce rates. Compress images and videos without compromising quality.
Touch-Friendly CTAs: Make buttons at least 48x48 pixels for easy tapping.
Geolocation Personalization: Use location data to serve relevant, timely ads to audiences. For example, a coffee shop can display, “Hot coffee is only 3 minutes away!” with a live map.
Case Studies in Mobile Success
An e-commerce business optimized its mobile-first design using collapsible menus, simplified visuals, and location-based ads to drive 25% higher conversions.
Top Tip to Business: Test mobile responsiveness rigorously. Tools like Google’s “Mobile-Friendly Test” can provide valuable insights into your ad performance on mobile devices.
Visual Hierarchy and Storytelling in Display Ads
A compelling ad doesn't just look great; it tells a story. Visual hierarchy is the arrangement of elements in a design to guide viewers' eyes towards the most important information. In display ads, this can be achieved through the use of different visual elements such as size, color, and placement.
Here's how to enhance your ad’s narrative power while ensuring that viewers see the most critical elements first.
Establish a Clear Visual Hierarchy
Headlines First: Ensure your message is easily visible at a glance. Top-left placement aligns with natural reading patterns.
Contrast and Size: Use bold, large fonts for headlines while reserving lighter, smaller elements for details.
White Space: Avoid overcrowded designs. Negative space helps key information stand out.
Leverage Storytelling with Visuals
Use sequential storytelling, guiding users from an arresting image to the value proposition and finally to the CTA.
Types of storytelling:
Immersive: Use AR/VR or interactive videos for maximum engagement.
Values-Driven: Highlight social or environmental principles behind your business.
Case Study Example
BMW's 3D Billboard Campaign: A visually dynamic narrative showcased the brand’s innovation and style. The strategy resulted in higher interaction levels and strong online buzz.
Top Tip to Business: Incorporate emotion-driven narratives into your ad copy. Highlight how your product solves a problem or elevates your audience's lifestyle.
What is The Best Way to Optimize Display Ad Sizes And Formats?
Designing for multiple ad sizes ensures that your campaign is scalable across platforms like Google Ads or Facebook. Here's a guide to maximizing your reach:
Popular Ad Sizes and Their Use Cases
300×250 (Medium Rectangle): Best for sidebars and articles.
320×50 (Mobile Leaderboard): Ideal for mobile screens.
728×90 (Leaderboard): Perfect for desktop page headers.
300×600 (Half Page): High-impact spaces ideal for storytelling.
Why Responsive Ads Matter
Responsive display ads adapt automatically to fit available ad spaces, saving time during the creative process and expanding visibility. These ads are compatible with a wide range of devices, including smartphones, tablets, and desktops. With the increasing use of mobile devices for web browsing, having responsive ads is crucial to reaching your target audience wherever they may be.
Utilizing Ad Extensions
Ad extensions allow you to include additional information about your business or product in your ad. This can include links to specific pages on your website, phone numbers for call extensions, or even location information for local businesses. By utilizing ad extensions, you can provide more relevant and useful information to potential customers and increase the chances of them clicking on your ad.
Targeting Options
Google Ads offers a variety of targeting options that allow you to reach your desired audience. Some of the targeting options available include:
Keywords: This is the most common way to target your ads, as it allows you to choose specific keywords or phrases that are related to your business. When a user searches for those keywords, your ad will appear.
Location: You can choose to show your ad only to users in a certain geographic location, such as a city or country. This is useful for businesses that only operate in specific areas.
Audience demographics: Google Ads allows you to target based on factors like age, gender, and interests. This can be helpful if you have a specific target demographic for your product or service.
Remarketing: This feature allows you to show your ads to people who have already visited your website or interacted with your business in some way. This can help remind them of your brand and encourage them to make a conversion.
Customizing ad schedule: With Google Ads, you have the ability to control when your ads are shown. You can choose specific days and times that align with your target audience's online behavior.
Mobile optimization: As more and more people access the internet through their mobile devices, it is important for businesses to optimize their ads for mobile users. Google Ads offers various options for targeting mobile users, such as creating mobile-specific ads or targeting certain types of devices.
Top Tip to Business: Constantly test different ad sizes through A/B testing to determine which format resonates most with your audience.
Best Practices for High-Performing Display Ads
To ensure your campaign is set up for success, follow these best practices:
Simplicity Works: Avoid cluttered designs. Stick to one central message.
Use Strong CTAs: Action-driven language like “Get Started Now” works better than vague CTAs.
Test Relentlessly: Run A/B and multivariate tests for headlines, visuals, and formats.
Include Rich Media: GIFs, simple animations, and scrollable carousels boost user interaction.
Engaging Tools: Use platforms like Canva or Adobe Creative Cloud for creating crisp, professional creatives.
From Concept to Campaign Success
Effective display ad design is a mix of creativity, strategy, and continuous refinement. By focusing on video, mobile-first principles, storytelling dynamics, and format optimization, marketers can significantly boost campaign performance. Most importantly, consistent testing ensures that your efforts are always improving.
Feeling inspired but overwhelmed? We've got your back. DesignBff provides unlimited professional design solutions tailored to your advertising needs. With our flat-rate subscription model, you can unlock high-quality ad designs on demand while saving time and resources.
Book a Consultation with DesignBff today to discover how our services can elevate your creative strategy.
FAQs About Display Ad Design
1. What makes a great display ad design?
A great display ad design grabs attention quickly with visually appealing elements and a clear call-to-action. It should also align with your brand identity and target audience while conveying the message efficiently. At DesignBff, we craft designs that balance creativity with advertising best practices to drive results.
2. How can design impact the success of my ad campaign?
High-quality, professional design enhances your ad's ability to engage viewers, increase click-through rates, and boost conversions. Proper design ensures your message is compelling and visually optimized for any platform, ensuring higher ROI for your advertising efforts.
3. Can DesignBff handle urgent design requests?
Absolutely! With our flat-rate subscription model, you can enjoy unlimited design requests and quick turnarounds tailored to meet your campaign deadlines. Our efficient process helps streamline your creative strategy without sacrificing quality.
4. Is professional display ad design worth the investment?
Yes, professionally designed ads not only stand out from competitors but also build trust and interest among your audience. Investing in professional design services, like those available at DesignBff, ensures your advertising dollars work harder, with designs optimized for engagement and performance.
5. Does DesignBff design ads for all platforms and formats?
Of course! Our team creates customizable display ads suited for various platforms, including social media, web banners, and Google Display Network. Whether you need static designs or animated visuals, DesignBff delivers solutions that are both innovative and effective.
