Customize your ad

One of the key benefits of the Display Ad Builder is the freedom to easily and quickly customize how your ad looks and feels. Doing this can help you reach your target audience more effectively, and get results sooner. Be sure to do the following to get the best performance out of your display ads:

Color

• Choose easy-to-view colors: Make sure you've customized the color scheme of your ad, like the background and font color. First, try to align the color scheme of the template with the content of your image. Be careful of your color choices; extremely bright colors can be unpleasant or difficult to read. Using the same color for the foreground and background of your ad will also make it difficult to identify items within the image clearly.
• Work with the publisher color schemes: If you're placement targeting certain sites, consider tailoring the color scheme to match the publishers' pages. If your ad looks unattractive or out of place on a page, users will be less likely to click. It's more important to match the sites that you're targeting, than to match your landing page.

Calls to Action

• For animations, make sure the final frame contains all the key messaging and call to action: Some ads have animated "teaser" text which may enter and exit. Users may miss this text, and if what they end up seeing doesn't clearly communicate your offering and what they should do, they'll be less likely to click.
• Be explicit about your call to action, in a button or elsewhere: This is especially important in image-based ads, because users may not know what part of the ad is clickable or, in some cases, that your ad is an ad. They also want to know what they can do if they click on your ad: "Learn more?" or "Buy now?" Let them know.

Images

Use transparent PNG format images whenever possible. This can greatly improve the aesthetics and unique look of your ad. If you don't have a transparent .PNG image, make sure your ad color scheme matches the background of your images. If your image has a white background for example, consider setting your ad background to white.

Balance your ad content

Make sure your ad text and images are balanced within the body of the display ad and within the overall ad size. Images should be clear, resized to fit the ad shape, and easy to recognize. All text should be easy to read and understand in relation to the included images and shape and size of the ad in all size versions. Images should not be cut off or unrecognizable, and lines of text should be complete and make sense. Check your ad in each available ad size and resize any images as needed.

Create a visible Display URL

Your display URL should be visible. If it's the same color as the ad's background color, it won't be visible to the user.