This is a guide to designing effective display ads, which can create more brand awareness, drive traffic to your website, and generate conversions.
The first step in designing your display ad is to revisit your organization or event’s “ brand guidelines manual” to understand how to use your current branding. It is important that your ads match your branding so your viewers don’t get confused. If your company does not have any brand guidelines, gather all relevant and recent designs, including web design material, to help you stay in line with your company’s existing look.
Your company logo should be highly visible but not as dominant as the value proposition or the call to action. If your logo is primary text, be mindful about how much additional text you add in the body of the ad.
The value proposition
The copy(writing) should show case the value you are presenting and call attention to itself with attractive offers and prices. The value proposition should take up the most space visually and should pull the viewer in immediately.
Call to Action (CTA) Button
- Buttons will often increase the click-through rate (CTR) of your ad.
- Make sure the CTA button is extremely visible and is a clear focal point of the ad. If possible, try to place the button in the lower right corner or bottom center of your ad.
- Keep the color bright and contrasting with background and the rest of the ad content, so a viewer’s eyes gravitate towards the button
- Be sure to allow enough padding between the button text and the button edges to maintain a professional aesthetic.
Most common display ad sizes (measured in pixels):
- 300×250px - Medium Rectangle (Mobile-Friendly)
- 728×90px - Leaderboard (Mobile-Friendly)
- 160x600px - Skyscraper (Desktop Only)
Tips for Resizing
Designing for each dimension can be tricky. All of your ads need to have the same look and feel, but information may need to be presented differently to work with the dimensions of your ad. The visual hierarchy of each ad should have a natural flow for your eye to follow quickly and easily.
300X250: The viewer reads top to bottom and left to right. Information can be visually communicated in both ways and with a combination of both. CTA button is in the bottom right.
160x600: If you have a logo that is stacked vertically, this is a great place to use it! Information should be presented from top to bottom to work with the dimensions of the ad. You will likely find that you have more room for photos or larger text. Try not to leave too much negative space between elements. CTA button is centered on the bottom.
728x90: Information should be presented from from left to right to follow how the eye naturally reads and because of the wide ad dimensions. CTA button is on the far right.