Display Advertising: Best Practices & Advice To Be Effective

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Right place, right time. That’s the goal in life, right?

That kinda thinking should apply to your adverts too, appearing in front of the right people when they’re looking to convert or when they need to discover you exist!

And guess what will help you achieve that? Yep, display ads. So lets up your game and hit those objectives.

Get ready to display your knowledge, because Wednesdays are about to get GIANT.


Hello, my name is Max and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Display advertising is a super powerful way of getting your voice heard online.

It lets you create a whole host of different ads, and place them on websites relevant to what you’re offering 

In fact, there are over three million websites, over 650,000 apps, and placements on Google properties such as Gmail and YouTube for your adverts to appear on.

SO much potential!

And of course, if it’s done right, you may just see a massive increase in relevant traffic to your website.

But how do you nail display advertising? How do you get the most out of them?

Here’s five pieces of advice…


Number 1: Make it eye-catching

I want you to think about all the adverts you see online EVERY SINGLE DAY.

Yep. There’s a lot. But how many can you actually remember?

How many made you stop mid-scroll and take action?

If you want your display ads to stand out, you have to make it eye-catching.

Design them to have a clear focal point and think about how they’ll look in various areas of a page.

Make them so awesome that even someone mid-mindless scroll would stop and look.

A lot of the common ad sizes are pretty small, so too much information in one little space can quickly become confusing.

You want to keep the messages, imagery and call-to-actions (CTAs) simple and focused on the core goal.

White space is your friend here.

Number 2:  Use high-quality images

A photo is worth a 1000 words, blah blah blah.

But hey, it’s true and applies to display ads.

Images help users understand your business, products and brand. And if your brand is strong enough, they’ll be able to spot you a mile off. 

Good imagery is a critical factor in ads that perform well.

So, for the best results, you’ll want to avoid imagery that is blurry, skewed, upside-down, unclear, has a border, is colour-inverted or excessively filtered.

Flip that and your imagery should be in focus, easy to see, not warped, have no borders and not include any kind of face tuning.

It’s not the same as your Instagram. Believe me.


Number 3: Make the most of smart bidding

Smart bidding uses machine learning to optimise for your goals.

To do this, Google looks at historical search behaviour, contextual data & millions of signals to predict how likely it is that an action will occur. 

Using this information, it will then increase your bids when that action seems more likely. 

Sounds good, right?

We’ll explain smart bidding in another episode, so make sure you subscribe to be notified when that’s released!


Number 4: Manage your placements

Managing your placements is a great shout if you want to be more targeted with where your ads appear.

Within the display network, you can add sites as managed placements if you know that’s where a lot of your customers spend their time. Such as a certain news outlet.

You can also look at what sites and apps your ads are appearing on currently, and vet them for relevance.

You can also do this to check the sites are true to the culture of your business and what you represent as a company.

After all, brand is important!

Just as you can set target placements, you can also exclude placements where you don’t want your ads to show, so it’s worth looking at where you’re currently appearing.


And now, Number 5: Review performance

If you want to know if something is working, then you have to check the performance.

As a wise man once said, “If you don’t measure it, you can’t manage it.”

Google recommends that you swap in new assets and pause low performing assets every two weeks. Ensuring you don’t waste time and effort on ads that aren’t achieving your goals.

This allows you to spot opportunities to optimise your campaigns and make improvements.

Just make sure you don’t change or remove all of your assets at once because this may cause a significant drop in performance, and no one wants that.


And they were our five top things to consider when it comes to using display advertising like a pro!

With the potential to get in front of such a massive scope of people, and relevant people at that, display advertising is an amazing opportunity for businesses who want to see results fast.

There’s a never-ending scope of things to learn about paid advertising, and we’re here to show you how.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

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