Want your display ads to stand out and convert? Here's how to create images that grab attention and drive results:
- Image Quality: Use high-res, sharp images (1200x628px for horizontal)
- Simple Layout: Keep it clean with a clear focus point
- Brand Match: Use your logo and colors consistently
- Audience Targeting: Pick images relevant to your industry and market
- Emotional Impact: Show real people and use colors strategically
- Technical Specs: Stick to recommended sizes and file types (JPG, PNG, GIF)
- A/B Testing: Regularly test different images to optimize performance
- Legal Compliance: Only use properly licensed images
Quick Comparison:
| Best Practice | Key Point |
|---|---|
| Quality | High-res, compressed |
| Layout | Simple, focused |
| Branding | Consistent logo/colors |
| Audience | Industry-specific |
| Emotion | Real people, smart colors |
| Tech Specs | Follow size guidelines |
| Testing | A/B test often |
| Legal | Use licensed images |
Remember: You have seconds to make an impression. Create ads that look great AND perform well by following these guidelines.
Related video from YouTube
1. Image Quality Requirements
Creating eye-catching display ads? Let's talk image quality. It's not just about looking good - it's about driving clicks and conversions.
Image Size and Sharpness
Here's the deal: bigger images usually work better. They look more professional and stay crisp on different screens. Check out these size guidelines:
| Aspect Ratio | Recommended Size | Minimum Size |
|---|---|---|
| Horizontal (1.91:1) | 1200 x 628 px | 600 x 314 px |
| Square (1:1) | 1200 x 1200 px | 300 x 300 px |
| Vertical (9:16) | 900 x 1600 px | 600 x 1067 px |
These sizes aren't random. They're designed to make your ads pop on the Google Display Network's 3 million+ apps and websites.
Sharpness matters too. Blurry images? That's a fast track to low click-through rates. Stick to high-res images that stay clear even when scaled down.
Pro tip: Ditch the heavy filters and weird visual effects. They might look cool, but they often tank ad performance. Keep it clean and clear, with your product or service front and center.
File Size Management
Quality is key, but file size keeps things running smooth. Big files = slow loading times = frustrated potential customers.
Google caps image uploads at 5120 KB for display ads. But don't max that out just because you can. Aim for high quality at the lowest possible file size.
Try these file size tricks:
- Pick the right format: JPEG for most images, PNG if you need transparency.
- Compress smart: Use "Save for Web" in design software to balance quality and size.
- Ditch extra data: Strip out unnecessary metadata.
- Web-optimize: Convert to sRGB color profile - it's the web standard.
2. Image Layout Basics
Want your display ads to grab attention? It's not just about great images. Smart layout is key. Here's how to make your ads pop:
Main Focus Point
Think of your ad's main focus as a visual bullseye. It's what catches the eye first.
Quick Tip: Put your product or message in the center or along the golden ratio lines. It's like a natural path for the eyes.
Look at AllBirds ads. Their shoes are front and center, with a simple background. You can't miss them.
Text and Image Placement
Balance is crucial. Too much text? Boring. Too little? Confusing.
Here's a simple guide:
| What | Where | Why |
|---|---|---|
| Logo | Top corner | Shows who you are |
| Headline | Top third | Grabs attention |
| Main image | Center | Shows off your stuff |
| CTA | Bottom right | Tells people what to do |
Your headline and CTA should pop. Dollar Shave Club nails this with "FREE SHIPPING" in bold letters that stand out.
Using Empty Space
Don't cram everything in. Empty space is your friend.
"Less clutter means more people remember your message."
Cluttered ads? Overwhelming. Clean ads? They convert.
Check out Mailchimp's ads. Often just a simple image and minimal text. The message has room to breathe.
Bottom line: Keep it simple. Sometimes all you need is your logo, a short text blurb, and a CTA button. Let the background guide eyes to what matters.
3. Brand Match
Your display ad images aren't just pretty pictures. They're your brand's digital handshake. Here's how to make sure they scream "you" from the first pixel.
Logo Rules
Your logo is your brand's signature. Here's how to make it count:
- Top-left is tops: Put your logo in the top-left corner. Why? A Nielsen Norman Group study found left-aligned logos had 39% higher brand recall than right-aligned ones (21%). That's almost double the impact!
- Size it right: Don't let your logo steal the show. Take a cue from Hubspot - their logo is visible but not overwhelming in their ads.
- Keep it consistent: Use the same logo placement across all your ads. It's like training your audience to recognize you.
"Your logo should be the first thing that catches their eye when a package or mailer arrives." - Ambre Zachmann, Printing for Less's eCommerce Marketing Specialist
Brand Colors
Colors aren't just pretty - they're powerful. Here's how to use them:
| Color Use | Impact | Example |
|---|---|---|
| Primary Brand Color | Instant recognition | Coca-Cola's red |
| Accent Colors | Highlight key elements | Google's multi-color palette |
| Background | Set the mood | Apple's clean white |
Did you know? The Pantone Color Institute found that 90% of snap judgments about products can be based on color alone. That's huge!
Pro Tip: Create a color palette with your primary brand colors and complementary shades. Stick to it like glue across all your ads.
Think about Barbie's pink. It's not just any pink - it's "Barbie Pink" (Pantone 219 C). This consistent color use has made the brand pop for decades.
When creating your display ads:
- Use your primary brand color for the most important stuff (like your CTA button).
- Use accent colors sparingly to draw attention to key info.
- Make sure your text stands out against the background. No one likes squinting at ads.
4. Matching Content to Audience
Your display ad images aren't just pretty pictures. They're your secret weapon for connecting with your audience. Here's how to pick images that make people stop scrolling and start clicking.
Industry-Specific Images
Want your ads to stand out? Use images that fit your business like a glove. Here's how:
- Know your niche: What images do your competitors use? What do your customers expect?
- Show, don't tell: Got a cleaning service? Show sparkling clean rooms. Fitness app? People sweating it out.
- Keep it real: Forget stock photos. Use real images of your team or customers in action. They work better.
"People connect with genuine images showing real-life scenarios. Using real-life images in banner ads can boost authenticity. They're more relatable and trustworthy."
Let's look at some examples:
| Company | Industry | Image Choice | Why It Works |
|---|---|---|---|
| Professional Networking | Pain point imagery | Hits audience challenges head-on | |
| Adobe | Creative Software | Product features in use | Shows inclusivity, appeals to wide audience |
| Cisco | Technology | Human touch in tech | Makes tech feel familiar, encourages clicks |
Local Market Fit
One-size-fits-all? Not with display ad images. Here's how to tailor your visuals:
- Cultural smarts: Respect local customs. What works in New York might flop in Tokyo.
- Seasonal sense: Match local seasons and events. Don't show winter coats to Aussies in December!
- Language logic: Using text overlays? Make sure they're in the local language and easy to read.
Mount Sinai Hospital in New York nailed this during COVID-19. Their ad imagery spoke directly to New Yorkers' experiences. It showed they got the local challenges.
"The New York Times tackles these changes with a simple display ad framing them as the hero: 'We're the answer' is the statement this effective banner ad makes."
Remember, good targeting goes beyond images. Try these methods too:
- Demographic targeting (age, gender, income)
- Geographic targeting (country, city, zip code)
- Behavioral targeting (based on browsing history)
- Contextual targeting (placing ads on relevant websites)
Mix and match these strategies. You'll create display ads that not only look good but also speak directly to your audience.
sbb-itb-645e3f7
5. Creating Emotional Response
Your display ad images aren't just pretty pictures. They're emotional triggers that can make or break your campaign. Here's how to use images to connect with your audience on a deeper level.
People in Ads
Humans are wired to respond to faces. Use that to your advantage:
- Use real people, not stock photos. Your team or customers are more relatable.
- Match your audience. Targeting millennials? Don't use images of retirees.
- Show emotions you want to evoke. Happy customers using your product can be powerful.
"People connect with genuine images showing real-life scenarios. Using real-life images in banner ads can boost authenticity. They're more relatable and trustworthy."
Take LinkedIn's display ads. They often feature pain point imagery, hitting their audience's challenges head-on. This approach resonates with professionals looking to solve career-related problems.
Using Colors for Impact
Colors aren't just decorative. They're psychological triggers. Here's a quick guide:
| Color | Emotion | Best For |
|---|---|---|
| Red | Passion, excitement | Calls-to-action, sales |
| Blue | Trust, stability | Finance, tech products |
| Green | Health, growth | Eco-friendly, wellness brands |
| Yellow | Optimism, cheer | Youth products, energy drinks |
| Purple | Luxury, creativity | High-end products, beauty brands |
But context matters. Kevin Kaminyar, CEO of Yellow Tree Marketing, found that yellow was linked to kindness and warmth. This fit perfectly with his brand's identity.
Some color tips:
- Use your primary brand color for key elements like CTA buttons.
- Research color meanings in your target market's culture.
- Run A/B tests with different color schemes. Let data guide you.
Dan Antonelli from Kickcharge says: "We choose colors not used by competitors to increase brand awareness and stand out."
6. Technical Rules
Let's talk about the nitty-gritty of display ad images. Getting these technical details right can make or break your ad's success.
Image Sizes
Size matters in the world of display ads. Here's what you need to know:
| Ad Type | Recommended Size | Minimum Size | Max File Size |
|---|---|---|---|
| Horizontal (1.91:1) | 1200 x 628 px | 600 x 314 px | 5MB |
| Square (1:1) | 1200 x 1200 px | 200 x 200 px | 5MB |
| Vertical (4:5) | 1200 x 1500 px | 320 x 400 px | 5MB |
For Google Ads, these sizes are top performers:
- 300 x 250 px (Medium Rectangle)
- 336 x 280 px (Large Rectangle)
- 728 x 90 px (Leaderboard)
- 300 x 600 px (Half Page)
Here's a pro tip: Focus on these popular sizes. They can cover over 50% of available ad space, giving you more bang for your buck.
File Types
Now, let's talk file types. Each has its strengths:
- JPEG: Great for photos and complex, colorful images. It's widely supported and compresses well.
- PNG: Perfect for graphics with text or when you need transparency. High quality, but larger file sizes.
- GIF: Ideal for simple animations. But heads up: Google has rules. Keep animated GIFs under 30 seconds and slower than 5 frames per second.
- HTML5: The new kid on the block. It offers interactivity and animation. It's becoming a favorite for dynamic ads.
"HTML5 beats GIF and AMP HTML5 for display ads in performance. But AMP HTML5 is lighter and faster."
Here's the golden rule: Keep your file size under 150KB. Why? Faster loading times = better ad performance.
Need tools? Try Adobe Illustrator, Google Web Designer, or Bannersnack. They'll help you nail the tech specs while creating eye-catching ads.
7. Testing Images
You've made a great display ad image. But is it really the best? Let's find out with image testing.
Running A/B Tests
A/B testing helps you optimize your display ad images. Here's how:
1. Set up your test
Create one campaign with one ad group. Include two ads that only differ in images.
2. Rotate ads evenly
In Google Ads, choose "Do not optimize: Rotate ads indefinitely". This gives each ad a fair chance.
3. Use the right tools
Try Google's "draft and experiment" feature. It cuts down on bias from different ad positions.
"A/B testing is simple. With a good hypothesis, you can choose how to weight each variation and start testing."
A/B testing dos and don'ts:
| Do | Don't |
|---|---|
| Test one thing at a time | Change multiple things at once |
| Run tests at the same time | Test at different times |
| Use lots of data | Make decisions with little data |
| Be patient | Rush to conclusions |
A/B testing takes time. Tools like AdEspresso can help you test every part of your Facebook ads quickly.
Measuring Results
Once you're testing, what should you look at? Here's what matters:
1. Click-Through Rate (CTR)
This is key. A higher CTR means your image is connecting with your audience.
2. Conversion Rate
Are people taking action after clicking? This shows if your image matches your landing page.
3. Cost Per Acquisition (CPA)
Lower is better. If one image lowers your CPA, you've found a winner.
4. Engagement Metrics
For social media ads, check likes, shares, and comments.
Small changes can make a big difference:
| Headline | CTR |
|---|---|
| "Retargeting Made Simple" | 0.26% |
| "Retargeting Made Easy" | 0.22% |
Changing one word improved CTR by 18%!
When looking at your results, use stats tools to make sure your data means something. Don't decide too fast. Let your test run for at least 2 weeks or until you have solid data.
8. Image Rights
Using images legally in your display ads is just as important as making them eye-catching. Let's break down image rights and how to stay on the right side of the law.
Copyright Rules
Here's the deal with copyright:
- It's automatic when an image is created
- The creator gets exclusive rights to use, distribute, and modify
- These rights usually last 70 years after the creator's death
"Copyright kicks in as soon as an image is created. It's on you to make sure you have the right to use it."
You can't just use any image you find online. In fact, 85% of the 3 billion images shared online daily are stolen. Don't be part of that statistic!
Quick guide to using images legally:
| Do | Don't |
|---|---|
| Use your own images | Assume images are free to use |
| Buy stock photos with proper licenses | Use Google images without checking rights |
| Get permission from the copyright owner | Change copyrighted images without asking |
| Use public domain or Creative Commons images (follow their rules) | Forget to give credit when needed |
Image Licenses
Know your licenses to use images legally in your ads:
1. Royalty-Free (RF)
- Pay once, use multiple times
- Usually allows broad usage
- Think Shutterstock or iStock
2. Rights-Managed (RM)
- Specific, limited usage rights
- Often pricier than RF
- Getty Images offers many of these
3. Creative Commons (CC)
- Free to use under certain conditions
- Different types for different uses
- Check out Flickr for CC-licensed images
Always read the fine print. Some licenses are cool with commercial use in ads, others aren't.
"Going for educational or personal use? A noncommercial license might work for you."
Even with a license, you might need extra permissions. Using people in your ad? You'll need a model release form.
Take Nike's "swoosh" logo. They bought the copyright from designer Carolyn Davidson for $35 in 1971. But they still needed rights from models in ads using the logo.
Pro Tip: When in doubt, make your own images or use a trustworthy stock photo site with clear terms. It'll save you legal headaches later.
Conclusion
Creating effective display ad images isn't just about making pretty pictures. It's about crafting visuals that get results. Here's what we've learned:
1. Quality matters
Blurry images kill click-through rates. Use high-resolution images that look sharp on all devices.
2. Keep it simple
Clean, focused layouts work best. Mailchimp's ads show how a simple image and minimal text can make a big impact.
3. Stay on brand
Your ads should scream "you" at first glance. Think Barbie pink (Pantone 219 C) - it's unmistakable.
4. Know your audience
Tailor images to your industry and market. Mount Sinai Hospital's COVID-19 ads spoke directly to New Yorkers, showing the power of targeted imagery.
5. Hit the feels
Use real people and smart color choices to create an emotional connection. LinkedIn's ads resonate with professionals facing career challenges.
6. Get technical
Stick to recommended sizes and file types. Focus on popular sizes like 300x250px and 728x90px to cover over 50% of available ad space.
7. Test everything
A/B testing is a must. Even small changes can lead to big CTR improvements.
8. Play by the rules
Always use properly licensed images. Don't be part of the 85% of online images that are stolen.
| Best Practice | What to Do |
|---|---|
| Image Quality | Use high-res, compress smartly |
| Layout | Keep it simple, use white space |
| Branding | Consistent logo, use brand colors |
| Audience Match | Use relevant, specific images |
| Emotional Impact | Show real people, choose colors wisely |
| Technical Specs | Follow size and file type guidelines |
| Testing | A/B test regularly |
| Legal Compliance | Use licensed images only |
Display ads are like digital billboards - you've got seconds to make an impression. Follow these best practices and you're not just making ads, you're telling visual stories that grab attention and boost conversions.
"Display ads are visual, so you want to think in terms of creative that will stand out and capture the audience's attention." - Rachel Corak, Associate Director of SEM at HawkSEM.
As you create your display ads, keep experimenting, stay true to your brand, and put your audience first. With these principles, you're set to create ads that look great AND perform.
FAQs
What are tips when choosing images for your responsive display ads?
Picking the right images for your responsive display ads can make or break your campaign. Here's what you need to know:
| Do | Don't |
|---|---|
| Use images with natural lines | Use visually skewed images |
| Choose in-focus, clear images | Use blurry or hard-to-see images |
| Opt for full-color, vibrant visuals | Use washed-out or dull images |
Rachel Corak, Associate Director of SEM at HawkSEM, puts it perfectly:
"Display ads are visual, so you want to think in terms of creative that will stand out and capture the audience's attention."
To get the most out of your responsive display ads:
Make your product or service the star of the show. Don't let it get lost in the background.
Keep blank space to a minimum. You've got limited real estate, so use it wisely.
Avoid slapping logos or text directly on images. It can make your ad look cluttered and unprofessional.
Go for high-quality images. Google allows up to 5120 KB, so take advantage of it.
Upload images in three flavors: landscape, square, and portrait. This ensures your ad looks great no matter where it shows up.
What makes an effective display banner ad?
Creating a killer display banner ad isn't rocket science, but it does require some thought. Here's what you need to focus on:
First things first: your Call-to-Action (CTA). It needs to be clear as day and lead users to exactly where they expect to go. If your ad says "Call us", make sure that phone number is front and center on the landing page.
Next up: consistency. Your ad and landing page should be two peas in a pod. As the Marin Software Blog points out:
"Make sure to include a clear call-to-action in your ad that takes people straight to that landing page."
Now, let's talk visuals. Use eye-catching images that are relevant to your product or service. But don't go overboard – keep it clean and professional.
When it comes to copy, less is more. Focus on the key benefits or offers that will make your audience sit up and take notice.
Don't forget about your brand. Your ad should be instantly recognizable as yours, using your signature colors, fonts, and style.
Last but not least: make sure your ad looks good everywhere. From smartphones to desktops, your ad should be a chameleon, adapting to any screen size without losing its punch.
