How to Design Display Ads for Your PPC Campaign

How to Design Display Ads for Your PPC Campaign

I've spent years honing my team's expertise in creating eye-catching, conversion-driven display ads for PPC campaigns. 

Time and again, I've seen how the right visual assets and messaging can make all the difference between an ad that falls flat and one that drives a flood of qualified leads.

In this in-depth guide, I will share my entire process for designing display ads that stop scrollers in their tracks and compel them to click. 

Whether you're new to PPC or a seasoned pro, you'll walk away with a toolkit of proven strategies to take your display advertising to the next level.

So, let's dive in!

🔰 TL;DR: In this comprehensive guide, I'll share my proven process for creating eye-catching, conversion-focused display ads that deliver accurate results for your PPC campaigns. From defining your brand and campaign goals to crafting compelling visuals and copywriting, you'll walk away with a complete toolkit to take your display advertising to new heights. 

Why Display Ads Matter in PPC

Before we get into the nitty-gritty of design, it's essential to understand why display ads are such a crucial part of any successful PPC strategy. After all, you could have the most meticulously crafted ad copy in the world, but if your visuals fall flat, you're dead in the water.

✨ Eye-Catching Visuals = Higher Click-Through Rates 

Multiple studies have shown that display ads with compelling visuals can see click-through rates up to 200% higher than text-only ads. In today's fast-paced digital landscape, grabbing a user's attention in that critical split-second is half the battle.

💰 Stronger Branding = Higher Conversion Rates

But it's not just about the click – great display ads contribute to more vital overall branding and lead generation. Visuals that align with your brand identity and convey your unique value proposition can drive higher conversion rates down the funnel.

🚀 Amplified Retargeting = Increased ROAS 

Finally, visually impactful display ads are essential for effective retargeting. When users see your brand's ads across the web, these visual touchpoints help nurture them back to your site and boost your overall return on ad spend (ROAS).

In short, nailing your display ad design is not just an aesthetic nice-to-have – it's a mission-critical part of a high-performing PPC strategy. Let's dive into the specifics of how to do it.

Step 1: Define Your Brand and Campaign Goals

Before you even start thinking about design, it's crucial to clearly understand your brand identity and the specific goals you're trying to achieve with your PPC campaign. This will form the foundation for every creative decision you make.

✍️ Get crystal clear on your brand messaging and visual identity. 

What are the key elements that make your brand unique? What emotions do you want to evoke? How can you differentiate yourself from the competition?

At Inkbot Design, our brand combines cutting-edge creativity with a data-driven, consultative approach. Our display ads feature bold, modern visuals and an approachable, conversational copy.

🎯 Nail down the specific objectives for your PPC campaign. 

Are you trying to drive immediate sales? Build brand awareness? Capture high-intent leads? Each goal will require a slightly different approach to your display ad design.

For instance, ads aimed at lead generation might focus more on thought leadership and offering value, while conversion-focused ads would emphasise urgent, action-oriented messaging.

Getting these foundational elements right upfront will pay dividends as you move into the design phase. Trust me, it's a lot easier to create compelling visuals when you have a clear strategic north star to guide you.

Step 2: Research the Competition (and Avoid Their Mistakes)

Now that your brand and campaign goals are dialled in, it's time to scope out the competitive landscape. Take a deep dive into your rivals' display ads, and identify what's working and falling flat.

🔍 Analyse the Ad Creative. 

What kind of visuals are they using? How do the images, colour schemes, and layouts align with their branding? Are they leveraging video, illustrations, or other attention-grabbing formats?

Pay close attention to the emotional tone and messaging as well. Are they going for a serious, professional vibe? Or a more playful, casual approach? Understanding these nuances can inform your creative direction.

📊 Assess Performance Metrics 

Once you've catalogued the creative elements, dig into the performance data. Which ads are generating the highest click-through and conversion rates? What can you learn from their success (and their failures)?

Remember that copying a competitor's top-performing ad to the letter is unlikely to work. But, knowing what resonates with your shared target audience can provide valuable inspiration as you develop your unique approach.

🚫 Identify Common Missteps 

Along the way, note any display ads that are missing the mark. The visuals may be too busy or confusing. The messaging may feel disconnected from the brand. Cataloguing these shortcomings can help you sidestep similar pitfalls in your creative process.

The goal here isn't to blatantly rip off your competition. It's to understand the landscape deeply to create something genuinely differentiated and impactful. Armed with these insights, you'll be well on your way to designing display ads that leave your rivals in the dust.

Step 3: Develop Eye-Catching Visual Concepts

Now for the fun part – translating your brand identity and campaign goals into eye-catching visual concepts! This is where you'll flex your creative muscles and bring your unique value proposition to life.

🎨 Choose the Right Imagery 

The foundation of any excellent display ad is the visual imagery. Whether it's a striking photograph, an illustrated scene, or an eye-catching graphic, this will grab the user's attention and draw them deeper into your message.

At Inkbot, we often lean towards clean, minimal imagery that allows our brand's personality to shine. Depending on your goals, something more dynamic, emotive, or product-focused is better.

The key is to ensure the visuals seamlessly align with your brand identity and convey the right emotional tone. Avoid generic stock photos at all costs – authenticity is paramount.

💡 Leverage Attention-Grabbing Elements 

Once you've nailed down the core imagery, layering in some extra visual pizazz to make your ads pop, think bold typography, eye-catching colour schemes, and clever use of space.

Strategically placed emojis and special characters can also be a great way to add a touch of playfulness and personality. Just be sure not to go overboard – you still want your ads to look polished and professional.

🤩 Incorporate Multimedia 

Consider incorporating dynamic multimedia elements like video or interactive graphics to take your display ads to the next level. These can effectively capture user attention and memorably communicate your value proposition.

Of course, this approach requires more development effort. However, the payoff in engagement and conversions can be well worth it for the right campaign.

No matter which visual route you choose, the most important thing is that your ads feel cohesive, on-brand, and laser-focused on resonating with your target audience. You'll be ready to display ad dominance with the right creative concepts.

Step 4: Craft Compelling, Conversion-Focused Copy

Now that you've got the visuals dialled in, it's time to turn your attention to the all-important written element of your display ads. After all, even the most eye-catching imagery will mean little if the accompanying copy fails to drive action.

🗣️ Speak Your Audience's Language 

The key to crafting compelling ad copy is to get inside the head of your target customer. What are their pain points, desires, and objections? How can you clearly articulate how your product or service provides their desired solution?

At Inkbot, for example, our ideal clients are busy entrepreneurs and marketing leaders who are sick of DIY design and want a trusted partner to elevate their brand. Our display ad copy tends to focus on themes of expertise, customisation, and peace of mind.

✍️ Lead with Benefit-Driven Messaging 

When it comes to the actual content of your ads, always lead with the key benefits you're offering. What's in it for the user? How will your product or service make their lives easier or more profitable?

Avoid getting bogged down in features or technical jargon. Instead, use vivid, emotive language to paint a picture of the transformed state you're helping them achieve. Sprinkle in a bit of social proof or urgency to give that value proposition an extra boost.

🎯 Include a Clear Call-to-Action 

Of course, no display ad would be complete without a compelling call to action. This is your chance to give the user a direct next step, whether clicking through to your website, signing up for your email list, or making a purchase.

Keep your CTAs concise, action-oriented, and directly related to your campaign goals. Words like “shop now,” “get a quote,” or “learn more” work great. You can also experiment with playful or curious phrasing to pique their interest.

By blending benefit-driven messaging, emotive language, and a clear CTA, you'll craft display ad copy that resonates with your target audience and drives them deeper into your sales funnel. It's the perfect complement to your eye-catching visuals.

Step 5: Test, Iterate, and Optimise

At this point, you've laid the groundwork for some truly fantastic display ads. But your work isn't entirely done yet. The final step is to put your creativity to the test, analyse the results, and continuously refine your approach.

• A/B Testing Start by running A/B tests to compare the performance of different visual and copy variations. This could include testing alternate images, headlines, CTAs, or your ads' overall layout and structure. Pay close attention to metrics like click-through rate, conversion rate, and cost per conversion. Over time, clear patterns emerge about what resonates best with your audience.
• Data-Driven Optimisation Beyond A/B testing, keep a close eye on your broader campaign performance data. Which ad groups, keywords, or targeting parameters drive the strongest results? Lean into those high-performers and look for ways to optimise further. Conversely, ruthlessly prune any ads or targeting that isn't cutting it. Feel free to get experimental – try new creative concepts, adjust your messaging, or even completely rethink your strategy. The key is to remain agile and data-driven in your approach.
• Continuous Iteration Remember, great display advertising is never “done.” Your ads should evolve as your brand, products, and target audience evolve. Regularly revisit your creative assets, test new ideas, and make iterative tweaks to stay one step ahead of the competition.

Designing high-converting display ads is an ongoing testing, learning, and refinement process. But with the proper strategic foundation and creative chops, you'll be well on your way to driving incredible results for your PPC campaigns.

FAQs

Ready to Take Your Display Ads to the Next Level?

Well, there you have it – my complete playbook for designing high-converting display ads that stop users in their tracks and drive serious results for your PPC campaigns.

🎉 From defining your brand and campaign goals to crafting attention-grabbing visuals and compelling copy, you now have all the tools you need to create display ads that leave your competitors in the dust.

Of course, if you'd instead hand off the heavy lifting to the experts, my team at Inkbot Design would be more than happy to lend a hand. We've helped countless businesses like yours supercharge their PPC performance through custom-tailored display advertising solutions.

So what are you waiting for? Let's start creating display ads with your target audience clicking, converting, and singing your praises. 😉

Reach out to Inkbot Design today, and let's make it happen!