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Tools For Creating Google Display Ads

Building a marketing campaign to get your business noticed? Here's all you need to know about Google Display Ads and the right tools to reach your target audience.

Photo of Brodey Sheppard
Brodey Sheppard

With over five billion search queries a day, Google remains the most-used search engine of all time.

Considering how internet users worldwide turn to Google’s services, the platform has become a goldmine for businesses looking to capture an audience. Not to mention how the tech giant is the launch pad of Google Ads, which is still thriving more than two decades after it was launched.

In fact, the Google display network now boasts millions of websites, which reach about 90% of all internet users. So, regardless of whether advertisers opt for search, display, or video campaigns, signing up for display ads unlocks a sea of potential audiences for any business.

Google Search Statistics By Statista

At the same time, the chances of your ad reaching an irrelevant audience also increase due to the heightened exposure. Fortunately, there are a few tools on the market to help you get started on the right foot, and you can find them all right here.

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Tools For Creating Google Display Ads

Why Use Google Display Ads?

The Google Ads platform allows advertisers to choose between Google’s search network and display network — both of which provide excellent pay-per-click advertising strategies.

While the former refers to text ads found among search results, display ads appear on several sites in the form of banners, text, and image ads. So, unlike search ads, display advertising is not directly related to search terms put in by users.

Top Universities Google Ads Example

That said, some marketers are hesitant to employ this online advertising tactic, stating that users perusing content may ignore ads.

Others argue that the visual impact of display campaigns may nonetheless improve brand awareness and leave an impression on potential clients. And while they are not necessarily what users are actively looking for, effective display ads may help you reach out to an untapped client base.

On that note, there are a few things to remember to make sure that you create ads that people want to click. But before we get into the nitty-gritty, let’s see the two types of display ads that you can create.

Types Of Google Display Ads

1. Uploaded Ads

Advertisers opting for uploaded ads take on the responsibility of almost all aspects of the ad creation process. This includes everything from ad design and optimisation to the long-drawn process of tweaking the ads to create versions that fit the size requirements of different web pages.

As you may expect, this type of display ad requires a lot of work on the advertiser’s part as they have to be built from scratch. However, if you have a team of designers and PPC professionals at your disposal, uploaded ads may not be such a challenge.

That said, consider hiring a digital marketing and SEO company that offers all the necessary services to create an effective uploaded ad. These include a graphic and web design team that can produce eye-catching ads and an attractive landing page. Some of these companies may also have in-house experts specialising in Google Ads and display ads management to help you optimise your creations.

So, whether you are looking to build an online presence from the ground up or focusing on remarketing ads, the market is brimming with trained professionals. However, if you are an individual or a small startup with limited sources at hand, you can use online ad creator tools, which we will mention later.

2. Responsive Ads

Responsive ads provide a much more straightforward way to create a banner or image for your display ad. Google launched this nifty ad type in 2018 to cater to the new wave of mobile users.

With this ad type, users need only upload ad essentials, such as their business name, a logo, descriptions, an ad copy, and visual assets, such as an image or a video. Once you finish these steps, Google Ads will suggest the best layout for maximum performance.

And unlike uploaded ads, responsive ads automatically adjust to the size requirements of any webpage. In fact, the format and size adapt to the device in use, providing a seamless view of your ads alongside the page content on mobiles, computers, and tablets.

How To Optimise Google Display Ads

According to the Google Ads website, there are only three steps to a successful Google display ad. The first step is to create a campaign by combining images and text.

After this, Google will guide you with insights and relevant information about demographics so that you can make an informed decision on where the ads should show up. And since Google Ads is a PPC platform, the final step is to set your budget according to what you are willing to pay for every click on the ad.

While these three basic rules form the foundation of an effective display ad, there are several key points to remember each step of the way. Let’s delve deeper into these aspects and how you can use them to your advantage.

1. Keyword Targeting

Google Ads allow advertisers to target keywords and topics that provide context to the products they offer. So, if your business deals with athletic gear, you can select relevant keywords, like “running shoes”, “sports gear”, “sports equipment”, and so on.

However, keep in mind that Google has strict guidelines against keyword stuffing. While these rules are primarily reserved for web pages, the foundations remain the same — too many irrelevant keywords will make viewers feel like they are being spammed.

Displaying ads to irrelevant audiences whose clicks won’t convert into returns is a waste of money. As a rule of thumb, try using top-performing, tried-and-tested keywords that have worked for you in the search network.

2. Demographics And Audiences

Demographic targeting refers to the process of classifying any product or service based on your target audience, like age, gender, country, and so on. In audience targeting, you fine-tune your ad group to cater to the needs of people with a shared interest in a particular field.

Demographics Vs Psychographics Infograph

And although Google Ads provides preset options, you may customise these settings and find a niche audience. For example, if you sell “protein bars”, you could set the audience name to “Protein bars lovers.”

After this, you have to add relevant interests, URLs, places, and so on. Here, you could add interest labels, like “sports fans”, “fitness”, “bodybuilding”, etc.

There are yet two other groups regarding audience targeting — namely, in-market audience and remarketing audience. In the case of the former, advertisers focus on attracting potential customers, perhaps by choosing display ad elements featuring best-sellers and flagship services.

On the other hand, a remarketing audience refers to an existing client base that may have interacted with your business frequently or even just once. Considering how it is vital to re-engage past patrons, you may want to build an enticing display ad offering incentives, like additional perks, for loyal customers.

3. Topic Targeting

Like keyword targeting and customised audiences, you can add topics so that your ad features alongside relevant content on other websites. For instance, if you select topics, like “Animals & Pets”, you automatically enable your ads to appear on websites related to pet care, wildlife, and so on.

And that’s not all; topic targeting, or rather — exclusion targeting, allows you to mention the kind of content where you don’t want your ads to show up. For instance, you can use this feature to prevent your kid-friendly brand from being associated with websites that contain sensitive content.

4. Bidding

There are three types of strategies in the Google Ads bidding system, which you can choose from — Cost-per-click (CPC), cost-per-mille (CPM), and cost-per-engagement (CPE). You can either opt for automated or manual bidding, both of which allow you to set an upper limit.

Automatic Bidding On Google Ads

As most advertisers know, the higher you bid, the higher your ad placement will be on a website. Considering how 84% of all marketers invest in display advertising, bids on the Google display network can skyrocket.

That said, advertisers must make bidding adjustments frequently and strategically. For this, you may have to wait and experiment for a while after launching your display campaigns. During this time, make sure that you pay close attention to the performance of keywords, custom audience targeting settings, and so on.

Wait and see which options drive in the most traffic and clicks, and record the ones that are not doing too well. Equipped with informed performance judgments, you can now make positive or negative adjustments accordingly.

So if you notice that specific keywords, topics, or custom audience settings are working in your favour, don’t hesitate to increase the maximum bid on the campaign level or ad group. At the same time, you can cut your losses by decreasing the maximum bid where performance is lacking. However, it is vital you prepare a budget, and consider this when bidding.

5. Google Analytics

Google Analytics is brimming with important information that can guide you in designing your banner or editing the ad copy to attract more clicks. For example, you may view the traffic referral report provided under the “Acquisition” option.

Here, you will learn which websites divert the most traffic to your landing page and get insights on the target audience you should start focusing on.

6. Headlines

A responsive display ad consists of four headlines of varying lengths. However, keep in mind that Google may not display each headline in every ad. In fact, the longer description headline is often omitted in the final ad.

That said, you must make sure that each headline is short, sharp, and self-descriptive.

Quick And Easy Tools To Help You Get Started

1. Google Web Designer For Google Display Ads

Apart from responsive Google ads, Google Web Designer provides one of the most straightforward and accessible free tools for creating a new and attractive display ad. It is easy to use and offers a professional look for your campaign — when done right.

However, bear in mind that you need to develop a unique ad copy on your own. Once you know the words, all you need to do is follow these simple steps.

Google Web Designer Example

A. Download The Page Builder

Of course, the first step you need to follow is to download Google Web Designer. Before doing so, Windows users should ensure that their operating system is updated. That said, you may only install the tool in systems that have Windows 7 or later versions for Windows and OS 10.10 or later versions for Mac.

B. Use A Template

Once you open Google Web Designer, you can choose from among ten templates to begin your work.

For even more convenience, the tool provides customisation options that allow you to decide the device the ad should be compatible with, the dimensions of the banner, and more. For example, the template “Banner for Google Ads and AdMob” is suitable for mobile devices.

C. Design Your Ad

Ideally, teams plan and come up with a colour scheme that reflects the brand before the process begins. As a rule of thumb, one of these should be a primary colour that forms the background of your display ad. On the other hand, the secondary colour could be an eye-catching shade, such as yellow or green, which will house the CTA (call to action).

To add the ad copy, go to the sidebar menu and select the text tool. Here, you can get creative with the font, size, and colour. For images, you will need to upload an image file to the gallery from your computer or a URL.

Additionally, you can add layers using the timeline provided at the bottom of the web designer to animate the display ad.

2. Smart Ads Creator

The Smart Ads Creator is easy to use, and it’s absolutely free of cost.

All you need to do is enter the link to the landing page and indicate whether you need a display ad for leads and conversions, brand awareness, or e-commerce and sales. And with the click of a button, the website will begin gathering images and information from your page to build a display ad tailor-made for your needs.

In the next step, the website will present a preview of the ad and some additional tools to help you refine and customise the elements to your liking. Here, you can select the theme, images, content, text, and so on.

As a final step, enter your email ID, and the collection of display ads will reach your inbox in no time.

3. WebFX

WebFX is great for beginners looking for inexpensive ways to revamp their landing page and design effective display ads. While the website is filled with interesting tidbits and guides on creating free display ads, you can also pay for the company’s display ad designing services.

4. Creatopy

All you need to do is sign up for an account on the Creatopy website to unlock a wealth of design options to make your ads look sharp and modern. Indeed, this tool makes it effortlessly easy to add animation and movement to visuals with the click of a button.

Creating Google Display Ads

As the saying goes, “humans are visual creatures.” So it only makes sense that we shift from text ads to display ads to capture an audience.

Anyhow, switching between apps and scrolling through websites without a second thought has become second nature for people in today’s fast-paced, tech-driven world. Considering all these factors, it has become increasingly challenging for advertisers to build display ads that are not only seen — but also capture the right audience.

That said, ad designs are just the tip of the iceberg; an effective ad comprises so much more. Indeed, a clever ad copy, correct placement, the right keywords — all play a role in determining the success of an ad campaign.

Understanding the immense task at hand, you may want to hire an expert. However, if you are up for the challenge, this guide to the best tools for creating display ads will surely help!


Photo of Brodey Sheppard

Brodey Sheppard

Brodey is the CEO of sitecentre™ and a data-analyst in the SEO, Paid advertising space who uses machine learning and AI to advance sitecentre™ as an industry-leading digital marketing agency across Australia.

Find them on their website: sitecentre™, Facebook and LinkedIn.

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