Best Google Display Ads Examples With Brutally High Conversion Rate!

Google Display Ads are a powerful tool in digital marketing, allowing businesses to reach a broad audience with visually engaging advertisements. If you have ever scrolled through a website, you have probably noticed some visually appealing ads. Those are display ads. Unlike traditional search ads that appear on search engine results pages, display ads are shown across a vast network of websites, apps, and videos. They can include images, videos, and interactive media, making them a versatile choice for advertisers looking to capture attention and drive engagement.

In this guide, we’ll dive deep into their world, uncovering everything: from the basics of how they work to advanced targeting strategies and optimization techniques, and the best examples of display ads. By the end, you’ll have a solid understanding of how to create effective display ad campaigns that drive results.

What Are Display Ads?

By now, you may know the answer to the question “What is a display ad?”, but ClickGUARD is here to make things as clear as possible. Google Display Ads are online advertisements that appear on websites within the Google Display Network (GDN), a collection of over two million websites, videos, and apps where your ads can appear. These ads come in various formats, such as banners, images, videos, and interactive media, designed to capture users’ attention and encourage them to click through to your website.

Display Ads vs Search Ads

While both display ads and search ads are part of Google’s advertising ecosystem, they serve different purposes and are shown in different ways. A display ad, for instance, appears on several websites, apps, and videos that form the GDN. On the other hand, a search ad appears on the search engine results pages (SERPs) when users enter specific keywords. 

Another key difference is the moment they appear to users. Search ads are text-based and highly targeted, shown to users actively searching for information related to your business, while display ads are visually driven and can reach users even when they are not actively searching for your product or service. That is why search ads are typically focused on driving conversions, while display ads can be used for both branding and direct response goals.

Benefits of Google Display Ads

• Wide Reach: With access to over two million websites, apps, and videos, Google Display Ads can help you reach a vast audience, making it easier to build brand awareness and increase visibility.
• Visual Appeal: Display ads can include images, videos, and interactive elements that capture users’ attention more effectively than text-based ads.
• Targeting Options: Google Display Ads offer different targeting options, including demographic targeting, interest targeting, contextual targeting, and remarketing. This allows you to reach specific audiences with tailored messages.
• Cost-Effectiveness: Display ads can be more cost-effective than other forms of advertising, especially when combined with advanced targeting and bidding strategies. You can control your budget and bid amount to optimize for the best ROI.
• Versatility: With different formats available, you can choose the type of ad that best fits your campaign goals, whether it’s raising awareness, driving traffic, or boosting conversions.

Types of Display Ads

Now that we understand the core concept of Google Display Ads, let’s explore the different types of display ads you can use to captivate your audience. Each format offers its own unique advantages, allowing you to tailor your message to fit your specific marketing goals.

• Standard Display Ads: These are the classic image and text ads you see most often. They come in various sizes, allowing you to choose the best fit for your ad placement. Standard display ads are static, meaning they do not change or adapt based on user behavior.
• Responsive Display Ads: This innovative format takes the guesswork out of ad sizing. You simply upload your creative assets (images, logos, headlines, and descriptions), and Google uses machine learning to automatically resize and adjust them to create the most effective combinations for each ad placement. This way, your ad looks great and delivers a consistent message no matter where it appears.
• Gmail Ads: Ever noticed those sponsored promotions popping up in your Gmail inbox? These are Gmail Ads. They look like regular emails and can expand to show a full advertisement, including images, videos, and embedded forms, offering a targeted way to reach potential customers. 
• Video Ads: Video display ads allow you to tell a compelling story and showcase your product or service in action. They can be used to capture attention, boost brand awareness, and drive conversions. Video ads come in various formats, including skippable in-stream ads, non-skippable in-stream ads, bumper ads, and out-stream ads.
• Rich Media Ads: If you’re looking to truly stand out, rich media ads pack a punch. These interactive ads can include features like animation, audio, and video. They can expand, float, peel down, or engage users with interactive elements, making them highly engaging and effective at capturing attention. Rich media ads can be used to create immersive experiences that leave a lasting impression on viewers.

How Google Display Ads Work

Imagine a massive network of websites, apps, and YouTube channels—that’s the GDN. And that’s where the Google Display Ads are displayed. It reaches over 90% of internet users worldwide, making it an incredibly powerful tool for increasing brand visibility and driving traffic.

Targeting Your Ideal Audience

But how does Google ensure your ads reach the right people? Here’s where several advanced targeting methods come in! One of them is called contextual targeting. It matches your ads to relevant content on the GDN. Google analyzes the keywords and themes of the web pages and places your ads on sites with related content. For example, an ad for running shoes might appear on a fitness blog or a sports news website.

The behavioral targeting, also known as interest-based targeting, uses data on users’ past behaviors, such as browsing history and search queries, to display ads that align with their interests. If someone has been researching vacation destinations, they might see ads for travel agencies or hotels.

A third option is demographic targeting. You can reach your target audience based on age, gender, income, and location. It helps ensure your ads reach the segments of the population that are most relevant to your campaign.

Bidding and Auctions: Competing for Ad Space

The GDN operates on a real-time auction system. When someone visits a website or app that displays ads, an auction occurs to determine which ad will be shown. It all sets when you decide how much you’re willing to pay for a user to click on your ad (cost-per-click, or CPC) or for 1,000 impressions (cost-per-thousand impressions, or CPM). You can also use automated bidding strategies where Google adjusts your bids to maximize conversions or achieve a target return on ad spend (ROAS).

When a user visits a website on the GDN, an ad auction is triggered to determine which ads will be displayed. The auction considers both the bid amount and the ad’s Quality Score, which is based on factors like the relevance and quality of the ad and the landing page experience.

The ad with the highest Ad Rank (a combination of the bid amount and Quality Score) wins the auction and is displayed. However, you only pay the minimum amount necessary to beat the next highest bidder, not necessarily your maximum bid.

Dos and Don’ts for Effective Display Ads

Do

• Use High-Quality Images: Ensure all visuals are clear, high-resolution, and relevant to your ad content. Poor-quality images can reflect poorly on your brand.
• Keep It Simple: A clean, straightforward design is more effective and easier for viewers to understand at a glance.
• Maintain Brand Consistency: Use your brand colors, fonts, and logo to create a cohesive look that aligns with your other marketing materials. 
• Be Concise: Display ads have limited space, so every word counts. Use short, punchy phrases that grab attention.
• Include a Strong CTA: Encourage viewers to take action, such as “Learn More,” “Sign Up,” or “Get Started.”
• Highlight Benefits: Focus on what the user will gain by clicking on your ad. Emphasize unique selling points and value propositions.
• A/B Testing: Create variations of your ads and test them to see which ones perform best. 

Don’t

• Overcrowd Your Ad: Too much text or too many images can overwhelm viewers. Stick to one clear message per ad.
• Use Flashing Animations: These can be distracting and annoying. Opt for subtle, smooth animations if needed.
• Use Jargon: Avoid complex language that might confuse viewers. Keep it simple and straightforward.
• Make False Claims: Be honest about what you’re offering to build trust with your audience.
• Ignore Results: Pay attention to what the data is telling you. If one version performs significantly better, use that insight to guide future ad designs.
• Test Too Many Variables at Once: Focus on one or two elements per test to clearly identify what impacts performance.
• Ignore Mobile Users: Ensure your ads are mobile-friendly. With a significant portion of internet traffic coming from mobile devices, it’s crucial to design ads that look good and function well on smaller screens.

Display Ads Sizes

Google offers a variety of formats and sizes to cater to different advertising needs. Choosing the right size for your campaign can significantly impact its effectiveness. Here’s a breakdown of popular display ad sizes:

• Leaderboard (728×90 pixels): This elongated banner stretches across the top of a webpage, offering high visibility.
• Medium Rectangle (300×250 pixels): This versatile size appears in various locations on pages and is compatible with many ad placements.
• Large Rectangle (336×280 pixels): Slightly larger than the medium rectangle, this format offers more space for displaying your message.
• Square (250×250 pixels): This square format is ideal for showcasing images or logos.
• Skyscraper (160×600 pixels): This tall and narrow format appears along the side of a webpage, grabbing attention without taking up too much space.

Mobile-Friendly Sizes and Formats

With the majority of internet browsing happening on mobile devices, prioritizing mobile-friendliness is crucial. 

• Responsive Display Ads: This format automatically adjusts to fit various mobile ad placements, ensuring optimal viewing on any device.
• Banner (320×50 pixels): This standard banner format works well at the top or bottom of mobile pages.
• Large Mobile Banner (320×100 pixels): This larger banner offers more space for your message on mobile screens.

Top Google Display Ads Examples

Now that you know everything about display ads, let’s see it in real life. ClickGUARD made a list of some of the best display ads: 

1. Banner Ad for AdRoll

AdRoll is an AI marketing software solution that uses Google Display Ads across various sites, including The Weather Channel. Several effective strategies make their ad successful in attracting their target audience. Let’s analyze some key aspects:

1. The design immediately grabs attention.
2. The use of repetition draws attention to the text.
3. The logo is prominently displayed for brand recognition.

The placement of the ad is also highly effective. Positioned at the top of The Weather Channel’s site, just below the navigation bar, it ensures high visibility, which would be less effective if placed lower on the page.

The ad’s white space makes it stand out against the website’s darker background. The grid pattern surrounding the CTA button encourages users to “Learn More”, and the AdRoll logo, situated just below, is slightly larger than the text on the purple CTA button, creating a cohesive and visually appealing design.

2. Video and Banner Ad for 1800 Contacts

There are many ways to design effective Google Display ads, and 1800 Contacts has nailed it with an animated ad for retargeting purposes. The ad creatively uses a slightly larger “8” to suggest 1-800-CON-TACTS without the traditional phone number format. It’s simple yet effective, immediately conveying key information:

1. It advertises contact lenses.
2. It highlights their contact lens prescriptions.

The periwinkle blue background, accented with bright purple and white, is a calming and consistent color choice suitable for an eyewear brand. The CTA button invites viewers to “try it free,” appealing to anyone who loves freebies. The ad’s video transitions through slides, offering 10% off the first order and a second CTA to “shop now”, an attractive offer for potential customers needing contacts. The playful and whimsical design, featuring floating hearts and a sassy redhead in a funky hat, captures attention and resonates with the audience.

Placement is another strong point. The ad appears multiple times on the site—in the middle of content and the sidebar, ensuring high visibility. Additionally, a banner ad at the bottom of the page reinforces the 10% discount offer, similar to SALE signs in a physical store.

3. Google Display Ad for Rival IQ’s Social Media Reports

Companies have realized that social media is a great way to advertise, but analyzing results takes time. Rival IQ developed a tool that creates free social media reports and used this vibrant Google Display Ad example to promote it, aiming to get more sign-ups.

When viewers click on the arrow, they can choose a free analytic report for X, Instagram, or Facebook. Here’s what they did right:

1. The colors are vibrant and bright without being overbearing.
2. The copy is concise yet informative.
3. Everyone likes to get something for free.
4. The white space draws attention to the text and the CTA.
5. It’s engaging by offering to show users how they size up against the competition.
6. The ad’s shape naturally guides the viewer’s eyes down to the CTA button.

Additionally, the images at the top suggest figures of people, subtly indicating it’s you against your competition without explicitly stating it.

4. Cisco Umbrella’s Google Display Ads Banner

When you work at home, the setting isn’t always ideal. Security is important for remote workers and the people they work for. In this Google Display Ads example, Cisco Umbrella uses contemporary photo imaging through a scene that depicts the comforts of working at home.

More people are working remotely than ever before, and the first frame reflects that. The second frame swoops in and shows how they solve the problem of security. This ad reminds you that you feel safe and secure at home and your work can be secure too.

5. GQ’s Google Display ads banner

GQ and Wired are owned by the same company and here you can see an effective GQ ad in Wired.

This Google Display Ads example aims at retargeting Wired subscribers to an offer of a GQ subscription box. They’re offering over $200 of merchandise including electronics, accessories, and grooming products. They couldn’t have planned this co-promotion ad better.

Bottom Line

Google Display Ads is one of the best ways to get new leads and sell your products and services. The reasons for that are simple: people identify with visuals better than with copy, and you can send a much stronger message. 

When creating some of the best display ads, always pay attention to what emotion you want to evoke or what the pain point you want to hit with the advert is. These are proven to be the best ways to increase your conversion.