The Top Google Display Ads that Convert Every Single Time (examples included)

October 8, 2020
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10 min
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The Best Google Display Ads Examples for High Converting Campaigns

Advertising plays a strong role in shaping our attitudes and beliefs over just about everything. If you’re going to advertise it pays to review a couple of things—banner ads examples and display ads examples.

For example, ads influence whether you envision yourself living in the suburbs with a dog and a white picket fence, or in a downtown high-rise with cocktails waiting after work. Ads will prompt you to view the latest movie or get off the couch and go for a run. They may even motivate you to run out for a donut and a hot cup of premium coffee.

Advertising is everywhere you look. Companies that learn to master it become household names.

With the bes Google display ads business can become houseold names

You probably see more ads than you can conceive of. According to Forbes, you’re probably seeing between 4,000 and 10,000 ads every day if you consider radio, television, social media, and print ads! Think about how many times you’ve used search engines on your phone just today. No matter what you’re searching for, you’re bound to see an ad for something first.

All that is great news for people that love to shop online. For businesses that are trying to stand out from the competition, these are challenging times, for sure.

Are you ready to start displaying ads that get noticed and convert to sales? Let’s look at some Google Display Ad examples of ads that work and dig into what makes them so attractive to customers.

What Are Google Display Ads?

So, what are Google Display Ads and what makes them so special? A little later you’ll get to see some responsive display ad examples. That means that they look for cues that a particular shopper is looking for a product or service.

How do they work? Google uses algorithms to learn when someone is searching for a 60” television. Then it matches that information up with ads for televisions from businesses that paid for Google Display Ads. The next thing you know, ads automatically pop up on the shopper’s social media platforms, search pages, and websites they visit. In other words, Google uses previous online activity, or AI, when they decide where to place Google Display Ads.

Google’s goal is to get the shopper to stop shopping around and just buy the television from the company that paid for a Google Display Ad, or at least get them to check out the advertiser’s website.

The best Google display ads convert higher because they appeal to peoples emotions

Google Display Ads get a fair amount of attention. The best display ads may get displayed by over two million websites, videos, and other applications that are part of the Google Display Network.

Ads Appeal to Your Emotions, Not Your Thoughts

There’s a good reason that impulse buying is a hot topic. It’s because people tend to spend money based on how a product or service makes them feel.

Sure, you want people to know all the great features about your product and the hard work you put into making sure you’re offering quality. The proof is in the statistics. Ads that cater to customers’ emotions have a success ratio of 31% as compared with only 16% of ads that focus heavily on rational thinking.   

You’ll have a better chance of making a sale if you tug at someone’s heartstrings. Certain emotions will tug at your customers a more than others, like these:

  • Pride
  • Love
  • Achievement
  • Empathy
  • Friendships
  • Loneliness
  • Memories
emotions are created by well thought Google display ads

If none of those fit, targeting a different emotion just might do the trick. Google Display ads work when you understand your buyer persona buying psychology.

Color Sets the Mood

Turn the lights down low, set the table with the fine china, and place a vase on the table, and your dining room table transforms into a dreamy setting for a romantic dinner.

The glow of candlelight makes you feel warm. A field of green sprinkled with colourful wildflowers makes you want to take a deep breath of fresh air. A photo of someone skiing down a mountain makes you want to book a vacation or at least, grab a sweater.

Color makes you feel something. Certain colors trigger specific feelings. That’s why companies put so much thought and planning into choosing their colors for their logo and branding.

Color is an important consideration when putting your ads together because it’s a large part of what invokes feelings and emotions from your customers. The right color might be the key to getting a “looker” to click on your call-to-action button. Speaking of that button, studies indicate that you can increase your conversion rates by up to 14.5% simply by changing your call-to-action button to yellow.   

Since seeing is believing, let’s take a look at some examples of attention-getting display ads.

Examples of Great Google Display ads That Convert

Banner Ad for AdRoll

adroll Google display ads

AdRoll is an AI marketing software solution. They’re using this Google Display Ads on many different sites including The Weather Channel. They made a lot of wise decisions in putting this ad together to attract their target audience.

This ad is effective for three major reasons:

1. It has an eye-catching design.

2. It uses repetition to draw your eye in on the text.

3. The logo is prominently displayed.

The other thing that works well is the placement of the ad. It sits at the top of the The Weather Channel’s site just below the navigation board. It wouldn’t be as visible if it was placed just under the URL field.

The white space makes it pop out from the website’s darker background. The grid pattern flanks the CTA button begging them to “learn more.” Just below it, you can’t miss the AdRoll logo. The size is a bit larger than the text on the purple CTA button and it all really works well together.

Video and Banner Ad for 1800 Contacts

1800 contacts Google display ads example

There are a lot of ways that you can design your Google Display ads. 1800 Contacts decided to use an animated ad for retargeting purposes and it really works for them. This is one of the best examples of retargeting ads. See what they did here:

Note that the “8” is slightly larger than the other numbers. It’s a creative way to suggest 1-800-CON-TACTS without putting it in the traditional phone number format. The ad is simple and it attracts viewers with a couple of good pieces of information right off the bat.

1. It advertises contact lenses.

2. It tells you they offer contact lens prescriptions.

Periwinkle blue is a calming shade of blue that has a touch of purple in it. Then they came in with accents of bright purple and white that highlight the text. These colors are good choices for an eyewear brand and they made another good choice by using them consistently.  

Their CTA button entices viewers by asking them to “try it free.” And who doesn’t like to get something for free? The video takes viewers through several slides and the last slide gives them 10% off on the first order and it showcases a second CTA asking viewers to “shop now.” Overall, the ad is fun and whimsical, from the floating hearts to the sassy redhead in the funky hat. That’s the kind of carefree girl you want to be, or be with, and you want to throw away your glasses and get contacts too!

 And how about placement? When I viewed this ad, it showed up several times on the site—in the middle of the content and in the sidebar as well. Kudos for that!

This ad could also do double duty as a YouTube ad to capture yet another audience.

1800 contacts Google display ads example number 2

But, they weren’t done yet. They also put a banner ad at the bottom of the page so viewers wouldn’t miss their chance at the 10% off. It works much the same as going into a brick and mortar store and seeing SALE signs in the storefront windows, on the walls, and on the racks.

These Google Display ads work for a few simple but crucial reasons...

1. The repetition of freebies and discounts tell you prices are competitive.

2. The animation is engaging and fun to watch.

3. Their discount of 10% is something that will attract visitors if they need contacts.

banner google display ads

Google Display Ad for Rival IQ’s Social Media Reports

Rival HQ's Google display ads

Companies have surely caught on that social media is a great way to advertise, but analyzing your results takes time. Rival IQ developed a tool that creates free social media reports. They created this vibrant Google Display Ad to promote a free social media report to get more sign-ups.

When viewers click on the arrow, they get their option of a free analytic report for Twitter, Instagram, or Facebook.

Here’s a peek at a few of the things they did right.

1. The colors are vibrant and bright without being overbearing.

2. The copy is concise, yet informative.

3. Again, everyone likes to get something for free.

4. The white space draws your eyes to the text and the CTA.

5. It’s engaging by offering to show them how they size up against the competition.

6. The shape of the ad naturally draws your eyes down and they finally land on the CTA button.

Don’t miss the images that suggest figures of people at the top of the ad! This is a good way to show that it’s you against your competition without saying it outright.

Cisco Umbrella’s Google Display Ads Banner

cisco 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. Cisco Umbrella uses contemporary photo imaging using 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.

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.

GQ's Google display ads banner

This ad 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.

Now you know all the tips and tricks that companies use to get you to buy the products you love and motivate you to contract with the services that make you the happiest. They worked for you and they’ll work for your customers just as easily.

Here’s a short recap of what you learned from the best banner ad examples:

  • Design-color, use of space
  • Target their emotions
  • Repetition
  • Short copy
  • Retargeting
  • Free offer or discounts
  • Movement

Don’t forget that the best ads have about 80% negative space. Bear in mind that Google and Facebook have done much of the research over what works best in advertising. Their rules tend to reflect those results. Google Display Network long had a rule of putting no more than 20% text in your ads to help you get it right.

Hopefully, these examples have gotten your creative juices running. Focus more on the design and less on the text and layout and your ad should come together easily.  

You also have to consider that every company, product, and service is unique. Don’t forget the importance of testing. The reality is, you’ll only know what works and doesn’t work unless you test your ads for effectiveness that will directly impact your ROAS.

Jason is a passionate data-driven specialist with extensive PPC & SEO experience. When not writing about SEM he can be found surfboarding the wildest ocean waves of the Argentinian coast.