Google Ads allows you to promote your brand not only within the Google search engine itself but also on millions of partner websites. This category encompasses almost every type of website – from small, hobbyist blogs aimed at a narrow audience, through medium-sized sites (for example, specialized thematic portals that have already established a reputation in a given industry), to large horizontal portals run by media corporations and visited daily by hundreds of thousands of internet users. The Google Display Network, a part of Google Ads, reaches approximately 90% of Polish internet users in various forms.
The system is very simple and works in such a way that both the advertiser and the website hosting the ads benefit. The advertiser gains access to a vast number of potential customers, while the partner website earns money by providing advertising space – depending on business decisions and design, this can be a small panel (or panels) or large frames obscuring the page's content.
Importantly, banners on the Google Display Network can be displayed only to specific people through targeting and remarketing. This means that a given user, based on their previous online behavior, search engine history, and visited pages, will receive a different message (a different banner will be displayed) than another person visiting the same website. This guarantees better relevance and, consequently, campaign results than static banners displayed in the same format to all internet users visiting the same website.
However, even perfect use of the targeting capabilities offered by the Google Display Network will not be sufficient if the displayed Google Ads banners are not well-designed and visually appealing. After all, their purpose is to entice recipients to click. Proper banner ad design has a huge impact on campaign effectiveness and achieving a high CTR (clickthrough rate).
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Google's guidelines for banners are simple and fairly straightforward. The ad must directly relate to the offer being promoted (without "smuggling" other companies or products), and it cannot:
- contain low-quality images (overly compressed or otherwise unreadable),
- mislead the user (contain false information, e.g. warnings about an imaginary virus, to increase click-through rates),
- promote pornographic or erotic content (minors also use the Internet).
You can see the banner dimensions for Google Display Network in a separate article on our blog: dimensions guide.
Remember!
Within a single ad, focus solely on the product you want to encourage the recipient to purchase. Showing multiple products distracts, blurs the message, and thus reduces the ad's effectiveness.
How to design Google Ads banners?
There's no one-size-fits-all approach to creating a banner that will guarantee excellent campaign results. However, you can consider good design practices when designing your banners, which will give them a very good chance of achieving the desired CTR.
Google Ads banners typically consist of:
- product photos (packshot) and/or a photo illustrating the offer (from a dedicated photo session or from a stock portal),
- brand logo,
- optional advertising slogan,
- calls to action (CTA).
>> Call To Action – how to create, why is it worth it? <<
Packshot photo
A packshot photo focuses on the product. Creating a good packshot isn't easy – you need to consider factors such as:
- perspective – The product must be displayed in its full glory, if possible, while also being presented from the right angle to highlight its benefits and key features. When promoting a stroller, for example, it's better to show it not directly from the front, but at a slightly angled angle, allowing you to showcase other elements besides the seat, such as parent handles and rear wheels.
- background – As a rule, a packshot image is background-free, which of course doesn't mean that we can't "superimpose" the product onto a chosen background on a banner. The process of removing the background from the original photo is called "sweep" and is significant – if done incorrectly, leaving fragments of the "old" version around the edges, it will reduce the visual quality of the packshot. Some companies also choose to include a shadow cast by the product in packshots – this is one option to consider.
- lighting Products look different depending on the intensity of the light – the same plastic casing can appear low-quality or high-quality. Poorly chosen lighting will highlight product flaws, harming sales. Of course, many issues can be "fixed" in post-production, but this requires time, expense, and the involvement of a retoucher.
Illustrative photo
An image that more or less clearly illustrates the context of our offer. A travel agency might opt for a visualization of a paradise beach or a luxurious spa, while a rally track will likely present a dynamic visualization of a speeding car. There are as many possibilities as there are companies and industries.
For expert services or recruitment offers, it's worth using a real photo of someone working at the company you're advertising that's best suited to the specific topic. This builds credibility and a professional image. Another option is to use an external photo of the person, which inspires trust and encourages clicks.
Do you know that…
Research shows that consumers have a hard time imagining using a product unless it's shown in context. If you realistically depict how a model uses the product, the consumer will understand it more quickly.
will connect the thing with his own environment and notice what it can be useful for.
sample Google Ads bannerStock images can be downloaded from paid sites like Adobe Stock or Shutterstock. However, there are many websites with a huge number of free images, such as Pexels, Pixabay, Unsplash, and several others. Images can be freely edited and customized (if the license allows it) to suit your needs.
Free image banks. A list of the 25 most interesting sites – the article is waiting for you in another post. Take a look!
Brand logo
If the banner size allows, it's a good idea to include the brand logo . Prominent logo visibility builds recognition and, in the case of premium brands, significantly increases click-through rates. However, it's worth remembering that a logo should usually be just one element, not the central, dominant focal point of the banner. There's also no point forcing it in if it disrupts the overall composition or violates the protective zone described in the brand's visual identity.
Call to action (CTA)
The banner presents the offer in a visually appealing format, but it's the CTA that "finalizes" the click. The call-to-action (CTA) is the text encouraging action. It should be as short and simple as possible, while also explaining the benefits the user will receive after conversion. Popular CTA phrases include "buy now" (a sales offer), "download a free guide" (an encouragement to read), or "join us" (a job posting). However, you can be a bit more creative, depending on what you're offering and how you want to communicate it.
However, text is not the only element – CTA should usually be separated from the rest of the banner, e.g. placed on a background of a different color than the rest of the creative . You can read more about the rules for creating CTAs in a separate post on our blog.
The most common mistakes when creating Google Ads banners
- Glut – It often happens that advertisers want to present their offer in an elaborate format, detailing all the benefits of a given product or service, or include a few images. The time for this will come after the click, when the customer reaches the landing page. The banner's sole purpose is to encourage conversion by presenting the strongest point (or points) in a concise form. In the vast majority of cases, less is more, and white space is an integral element of a well-designed banner.
- Ignoring visual identification Consistency is one of the keys to creating a recognizable, credible brand. If a brand has been using a specific color combination for years, you can—if the brand book allows—make subtle modifications. However, a complete change of color palette, divorced from the established brand identity, will cause dissonance in the customer. This doesn't mean the campaign will be unsuccessful, but it's a short-term measure that could prove detrimental in the long run.
- Clickbait – The content on the banner – both graphic and text – must be relevant to the offer. The Google Display Network system will not allow for any obvious discrepancy between the ad and its message, but the devil is in the details. A click-driven campaign that unethically overstates the offer's value will likely have an excellent CTR, but ultimately, the customer will not convert many times and will also become alienated from the brand.
Check out sample creatives to create effective Google Ads banners!
How do Google algorithms evaluate banner ads?
You design a banner, but who actually decides where and when it's displayed? Well... increasingly.
Less often, the decision is yours, and more often it is up to self-learning algorithms. Google,
FacebookInstagram LinkedIn, Youtube, TikTok, PinterestIn all of the major environments
advertising on the Internet, the specific time and place of display is determined by an algorithm,
which we control only indirectly, narrowing down the target groups.
You can read more about this in our free guide, "Effective Banner Ads." Download it HERE!
Frequently asked questions about banners for Google Ads
Every well-designed Google Ads banner should consist of several key elements: a clear logo that builds brand awareness, visually appealing graphics, a concise text message (promise or benefit), and a clear call to action.
A call to action (CTA) is a call to action, usually in the form of a prominent button with text such as "Buy now," "Check out the offer," or "Find out more." It's the most important conversion element—it tells the user exactly what to do and where to go after clicking the ad.
The Google Display Network supports many dimensions, but it's best to start with the most popular ones, which guarantee the widest display reach. Some of the most important formats include: 300×250 (Medium Rectangle), 728×90 (Top of Page Long Banner), 160×600 (Wide Skyscraper), and mobile formats like 320×100.
When designing banners, keep in mind strict file size limits – no static or animated banner can exceed 150 KB. File formats supported and permitted by the system include JPG, PNG, GIF (for simple animations), and HTML5 (for fluid, advanced interactive ads).
Absolutely not. Web users devote only a fraction of a second to ads. The text message must be as concise, specific, and catchy as possible. It should immediately communicate the greatest benefit (e.g., free shipping, 20% discount), and the details of the offer should be included only on the landing page.
Summary
The above article covers the following topics:
- Google Ads banners in the Display network reach 90% of Polish users through targeting and remarketing, consisting of a product photo, logo and CTA.
- Good practices include: a packshot with appropriate perspective and lighting, a photo illustrating the context, and a clear CTA focusing on one product.
- The mistakes include: information overload, ignoring visual identification and clickbait, and the display is decided by Google's self-learning algorithms.
