A Method to Help Brands Create High-Converting Google Display Ads

In today’s digital landscape, the consumer journey is more complex than ever. With potential buyers seamlessly transitioning between devices and channels—whether scrolling through social media, searching on Google, or watching YouTube videos—brands face the challenge of capturing attention and driving conversions across multiple touchpoints. According to recent insights, the average consumer interacts with 4.3 brands at the start of their journey but narrows it down to just 1.8 by the time they make a purchase decision. This highlights the importance of delivering relevant and engaging messages throughout the funnel.

Google Display Ads(GDN) have emerged as a powerful tool to address this challenge. With the ability to reach over 90% of the world’s internet users, Google Display Ads offers brands a flexible and scalable platform to connect with their target audience. However, simply reaching consumers isn’t enough. To stand out in a crowded digital space, brands must design ads that not only grab attention but also drive meaningful interactions and conversions.

This article explores creative best practices for Google Display Ads, focusing on how brands can align their ad strategies with full-funnel marketing to maximize impact.

I. Core Principles of High-Converting Google Display Ads

1. Relevance is Key

   In an era where consumers are bombarded with ads, relevance is the cornerstone of success. Generic messages fail to resonate, while personalized, contextually relevant ads can drive engagement and conversions. For example, a study by Google found that consumers are 3.5X more likely to purchase from brands they discover during their journey than those they knew beforehand.
   To achieve relevance, brands must tailor their messages to the consumer’s needs, behaviors, and funnel stage. For instance, a user in the awareness stage might respond better to an ad that highlights the brand’s unique value proposition, while someone in the consideration stage might be more interested in product features or customer reviews.

2. Visual Appeal and Clarity

   Visuals play a critical role in capturing attention in a split second. High-quality images, videos, and graphics can make an ad stand out, while cluttered or low-quality visuals can drive users away. According to research, ads with clear, concise messaging and strong calls-to-action (CTAs) perform significantly better than those with vague or overly complex content.
   For example, Chong Kun Dang Health Care successfully increased brand awareness by using TrueView in-stream ads with engaging visuals and clear messaging. This approach not only captured attention but also drove higher search volumes and conversions.

3. Consistency Across Channels

   Consistency is key to building trust and recognition. Consumers expect a seamless experience as they move between channels, whether they’re watching a YouTube video, browsing a website, or searching on Google. Brands that maintain consistent messaging, visuals, and CTAs across platforms can create a cohesive experience that reinforces their value proposition.
   For instance, Ex Libris achieved significant growth by ensuring its Performance Max campaigns aligned with its search and Google Display Ads strategies. This consistency helped the brand maximize its reach and drive conversions across the funnel.

II. Full-Funnel Creative Strategies for Google Display Ads

1. Upper Funnel: Building Awareness

   At the top of the funnel, the goal is to introduce the brand and capture attention. Ads should focus on storytelling, emotional appeal, and broad targeting to reach a wide audience. TrueView in-stream ads, for example, are an effective format for this stage, as they allow brands to deliver engaging video content before, during, or after other videos.
   Chong Kun Dang Health Care’s upper funnel strategy involved using TrueView ads to highlight the benefits of its children’s health product, Iker. This approach not only increased brand awareness but also drove higher search volumes and consideration.

2. Middle Funnel: Driving Consideration

   In the middle funnel, the focus shifts to educating consumers about the product’s features and benefits. Ads should include social proof, such as customer reviews or testimonials, to build trust and credibility. Interactive or dynamic ads can also be effective at this stage, as they encourage users to engage with the content.
   For example, Ex Libris used dynamic ads to showcase its extensive product catalog, automatically tailoring the content based on user behavior. This approach helped the brand drive higher engagement and conversions.

3. Lower Funnel: Encouraging Conversion

   At the bottom of the funnel, the goal is to drive action. Ads should include strong CTAs, limited-time offers, and clear value propositions to motivate users to convert. Retargeting is particularly effective at this stage, as it allows brands to re-engage users who have shown interest but haven’t yet made a purchase.
   Pandora, for instance, used local inventory ads and Performance Max to drive in-store visits and sales during peak seasons. This lower funnel strategy helped the brand maximize its ROI and achieve significant growth.

III. Leveraging Google’s Tools and Technologies

1. Performance Max Campaigns

   Performance Max campaigns utilize Google’s advanced AI to automate ad placement and optimization across multiple channels, including Search, Display, YouTube, and Gmail. This integrated approach not only streamlines campaign management but also maximizes ROI by targeting high-value customers with precision.
   For instance, Ex Libris achieved an 8% reduction in cost per acquisition (CPA) and a significant improvement in return on ad spend (ROAS) by transitioning from Dynamic Search Ads to Performance Max. At Topkee, we enhance this process by leveraging TTO, our comprehensive marketing tool, to manage account review, conversion goals, and creative collaboration, ensuring seamless campaign execution and data automation.

2. Dynamic Ads

   Dynamic ads are designed to automatically adapt their content based on user behavior and preferences, making them particularly effective for brands with extensive product catalogs. By delivering personalized and relevant product recommendations, dynamic ads increase the likelihood of conversion.
   At Topkee, we utilize TAG to track and analyze user behavior, enabling us to segment audiences and create tailored marketing content. Additionally, our TM settings provide detailed tracking links for each creative, allowing us to monitor performance and quickly iterate on ad themes to maximize effectiveness.

3. Measurement and Optimization

   Google’s suite of measurement tools, including Smart Bidding and conversion lift studies, empowers brands to track cross-channel performance and optimize campaigns in real-time. By analyzing data and adjusting creatives, brands can continuously refine their strategies for better results.
   Topkee enhances this process through our periodic advertising goal reporting, which includes comprehensive analyses of advertising execution, conversion rates, and ROI. Our experienced consultants provide actionable insights and delivery recommendations, ensuring that campaigns remain aligned with market dynamics and achieve optimal performance.

IV. Case Studies: Lessons from Successful Campaigns

1. Chong Kun Dang Health Care: Full-Funnel Success

   By diversifying its creatives across funnel stages, Chong Kun Dang Health Care increased brand awareness, search volumes, and conversions. The synergy between YouTube, search, and Google Display Ads drove overall campaign performance and achieved the highest sales ever in online sales.

2. Ex Libris: AI-Powered Efficiency

   Ex Libris transitioned from Dynamic Search Ads to Performance Max, reducing CPA and improving ROAS. The brand’s focus on AI-driven automation simplified campaign structures and paved the way for continued growth.

3. Pandora: Omnichannel Excellence

   Pandora strengthened its omnichannel strategy with local inventory ads and Performance Max, driving in-store visits and sales during peak seasons. This approach improved the customer experience and boosted overall profitability.

Conclusion: Driving Growth with Creative Excellence

To create high-converting Google Display Ads, brands should adopt a multi-faceted approach. First, they should test and iterate by experimenting with diverse ad formats, messages, and visuals. Employing A/B testing can offer invaluable insights, revealing what drives the most engagement and conversions among the target audience.

Secondly, focusing on high-value customers is crucial. Brands should utilize value-based bidding strategies to target high-value leads, optimizing campaigns for long-term profitability.

Finally, embracing omnichannel thinking means designing ads that support the complete customer journey, from initial discovery to purchase. Success should be measured holistically, taking into account both online and offline impacts.

Overall, high-performing Google Display Ads demand relevance, creativity, and alignment with full-funnel strategies. By leveraging Google’s suite of tools, embracing AI-driven automation, and maintaining an omnichannel mindset, brands can maximize their ad performance. This approach not only boosts immediate results but also helps transform impressions into enduring customer relationships.

Appendix: 

• Performance Max Campaigns Overview
• Omnichannel Marketing Strategies
• Case Study: Chong Kun Dang Health Care
• Case Study: Ex Libris Performance Max