Leverage all available formats

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When it comes to display advertising, your best bet is to take advantage of all the ad formats available to you, including responsive ads, image ads, and video ads.

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While it takes longer to create multiple ad versions for each campaign, it's essential to test all of your options. You never know what format will work better, and which audience will respond and why. Testing is the only way to determine this for sure, and giving yourself all the data possible by trying out all of your options will work well in your favor.

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Explore competitors
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Checking out what your competition is up to will be an important part of the ad creation process. You want to take a look at the messaging they're using, which ad formats they're focusing on, the offers they have available, and what CTAs they're optimizing for.

You can use the Display Advertising tool to search for any of your competitors and review their ad campaigns, including image, HTML, and text ads. Understanding what your competitors offer can give you insight into what's happening in your market, giving you the information you need to level the playing field and offering something different (and better!).

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Provide several variations for A/B test
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A/B testing (also known as “split testing”) involves creating multiple variations of an ad campaign to see what your audience responds to and why. You should run tests to evaluate what types of visual components, colors, CTAs, and messaging your audience is most responsive to, because there's no other way to find out except to see the clicks coming in.

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Note that when you're running A/B tests, you should create a campaign and only change one single variable at a time. You can have multiple versions of that single variable change, but if you switch up too many aspects in the campaign you won't be able to tell what's causing the reactions. If you're switching up the visuals, for example, you can try out 15 different images, but that's all you'll want to change.

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Use high-quality images
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High quality images or videos are essential to getting those clicks. Anything that's blurry or cropped at an odd angle won't capture users' attention, and if it does, it won't be in a positive way. Opt for high-resolution visuals that are distinctive, easy to make out, and have plenty of white space. This can be simple, like the example below:

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Note that all image files must be 150 KB or under; if they're larger than that, they'll take too long to load and Google may not approve the ad. For best results, choose PNG or JPG file types, which will help carry over high quality images.

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Write a cool text
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"No one reads texts anymore, it's all about visuals." We've all heard it, but in reality, texts email database india and images work best when they are aligned. The text still attracts attention and communicates the core value of the product or service you advertise. This means you should think twice before just relying on a cool visual and putting another ordinary phrase as your main message.

The text makes all the difference in this ad from GoDaddy:

Let's see what makes this ad special:
- Price. This is still the most powerful trigger for almost every person seeing your ad. Especially when the price is unreasonably low, which makes you think that you probably need to buy this thing you haven't thought about just a few seconds before.
- CTA. It is clear, visible, and located next to the company's logo. So it gives you an idea of ​​what will happen after you click the banner.
- Brand presence. Regardless of the goal of a particular campaign, display advertising is also about branding. This is why having a company logo on the banner is always a good idea.
- Unusual ad copy. Not every ad you see is as witty as this one, however, you can always think how to tweak the boring unique selling propositions you have been given by the brand manager.

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