Experiment with Images, Colors, and Fonts

You should feel comfortable experimenting with your display ads often, continuously refining images, colors, and fonts to maximize performance. The display ad builder allows you to easily and quickly make changes to your display ads.

To get the best performance out of your display ads, consider the following best practices:

•Choose easy-to-view colors: Make sure you've customized the color scheme of your ad, including the background and font color. 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 are placement targeting certain sites, consider tailoring the color scheme of your display ads to match the publishers' pages. If your ad looks unattractive or out of place on a page, users will be less likely to click on it. It's more important to match the sites that you're targeting, than to match your landing page.

•Use transparent PNG format images: This can greatly improve the aesthetics and unique look of your display 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.