Before you choose a Google Display ads agency, it’s important to take the time to do your research. Look for a Display advertising agency with a proven track record of success. To do this, check out their case studies for successful campaigns and read their client testimonials.

It’s crucial to select a partner that not only understands the technical aspects of Google’s advertising platform but also has a deep insight into programmatic media strategies. The right Google Display ads agency should demonstrate expertise in crafting effective display ads that resonate with your target audience and achieve your specific business goals, that go beyond vanity metrics. The right agency will ensure that your display ads campaigns blend well with your broader marketing channel mix, so you can achieve the best results from your campaign.

Start by identifying your audience's interests, behaviours, demographics, and other relevant factors. Once you have a clear picture of your audience, use this information to create ad creative that speaks directly to their needs and preferences. The ad copy should speak directly to their desires or paint points, using a tone and language that resonates with them. Lastly, the call-to-action (CTA) should be compelling and clear, prompting the audience to engage in a way that aligns with their interests - and your business objectives. 

Consider an outdoor clothing brand targeting hikers. By understanding that their audience values durability and comfort in outdoor gear, the brand can create ads showcasing their products in rugged outdoor settings with copy that highlights these features. The CTA could be something along the lines of “Gear Up for Adventure”, directly appealing to the hikers’ desire for reliable outdoor clothing.

First, emphasise the benefits of your product or service rather than just listing its features. Show your audience how it can solve their problems or improve their lives. Speak directly to their needs, desires or challenges, creating a connection between their current situation and what you’re offering.

Our experience as a Google Display ads agency has taught us the importance of clear and concise language. Avoid jargon or complex terms that might confuse your audience. Instead, opt for simple, relatable language that’s easy to understand at a glance. 

Your headline is often the first thing your audience will see, so make it count. It should be intriguing enough to draw them in and make them want to learn more. Powerful and attention-grabbing headlines can make all the difference in display ads.

It’s also important to incorporate compelling visuals or videos that complement your ad copy. Visual elements have the potential to evoke emotions and create a stronger impact than text alone.

Finally, include a strong and clear call-to-action. Your CTA should guide your audience on what to do next - whether it’s to make a purchase, sign up for more information or contact your business. Make it stand out and ensure that it aligns with the goal of your ad. You might want to consider a benefit-driven CTA that both instructs and motivates your audience by highlighting a positive outcome. For example, if you’re advertising a new fitness app, instead of just saying “Download our app”, you could use a more powerful CTA like “Start your journey to a healthier you today”.

To create a strong CTA that encourages clicks and conversions, you will need to incorporate the right blend of clarity, urgency and strategic positioning. Use clear, action-oriented language that leaves no doubt about what you want your audience to do. Phrases like “Buy Now”, “Sign Up Today” or “Get Started” are direct and leave little room for ambiguity.

Position your CTA prominently within your ad to ensure it catches the viewer’s attention. It should stand out visually, either through contrasting colours, size or placement so it’s immediately noticeable.

Incorporating elements of urgency or scarcity can significantly enhance the effectiveness of your CTA. Lines like “Limited Time Offer” or “While Supplies Last” create a sense of urgency, encouraging the audience to act quickly to avoid missing out. However, it’s important to use these tactics genuinely to maintain trust with your audience.

Personalisation can also make the CTA more relevant and compelling to the individual viewer. If you have data on the user’s previous interactions with your brand or website, you could tailor the CTA to reflect their interests or past behaviour. A CTA like “Return to Your Cart” for a user who has abandoned their shopping cart, or “Complete Your Collection” for someone who has purchased similar items before, can be much more effective than a generic message.

There are several ad formats available for display ads, including static images, animated GIFs, HTML5 ads, and video ads. The best format for your campaign will depend on your goals, audience, and message. Consider which format will be most engaging and effective for your specific campaign.

Unsure which one is right for your campaign? As a display advertising agency, we can help you choose the most engaging format for your specific campaign. Get in touch with our team if you’d like to have a chat.

Ensuring that your display ads comply with all relevant regulations and guidelines is crucial to maintain the integrity and legality of your advertising efforts. To achieve this, start by conducting thorough research on the specific laws and guidelines that apply to your advertising platform and target audience. This includes adhering to the advertising policies of the platform you're using (such as Google Ads or Facebook).

Use clear, accurate, and transparent language in your ads. It's essential to present your product or service honestly, without any deceptive or misleading claims. Ensure your messaging is straightforward about any terms and conditions related to your offer. Pay close attention to any claims made in your ads, especially those related to health, financial or other sensitive areas. All claims should be substantiated and in compliance with industry-specific regulations.

The visuals and imagery used in your ads should also be appropriate and non-misleading. Avoid using images that could be construed as deceptive or that inaccurately represent your product or service.

Your display ads should lead to a landing page that is relevant to the ad's message and encourages conversions. It’s important that the content on the landing page directly corresponds to the promise or expectation set by the ad, as this continuity builds trust and maintains the user’s interest.

Optimise your landing page by using clear, concise language that directly addresses the needs or interests of the visitor. Avoid overwhelming visitors with too much information. Instead, focus on the key benefits and features related to the ads message. 

You should also include a prominent call-to-action that encourages visitors to take action, whether it’s making a purchase, signing up for a newsletter or downloading a resource.

Page load speed is another critical aspect for user experience and SEO as a slow-loading page can lead to high bounce rates. Ensure that your landing page is optimised for quick loading, especially on mobile devices.

Measuring the success of your display ad campaign depends the role that it plays in your overall marketing strategy. Digital marketing has become complex, where success can’t be defined based on a simple dollar-in-dollar-out perspective. 

Here are some of the metrics we recommend using to track the effectiveness of your campaign:

• Impressions: The total number of times your ad was displayed, which gives you an idea of the reach of your ad.
• Clicks: Count the number of times users have clicked on your ad to understand how engaging your ad is.
• Click-Through Rate (CTR): Calculated as clicks divided by impressions, CTR is a key indicator of how relevant and appealing your ad is to your target audience.
• Conversions: The number of times clicks on your ad led to a desired action, such as a sale, sign-up or download. 
• Return on Ad Spend (ROAS): This measures the financial return from your ad campaign and is calculated by dividing the revenue generated from the ad by the cost of the ad. 
• Cost Per Click (CPC) and Cost Per Acquisition (CPA): These metrics help in understanding the cost-effectiveness of your campaign.

Look for trends and insights that can inform adjustments in targeting, creative elements and overall strategy.

As a Google Display ads agency, we also consider A/B testing when assessing and refining campaigns. By comparing different versions of your ad creative, messaging and even targeting, you can identify which elements resonate most effectively with your audience.