Google Display & Google Performance Max Ad Banner Tips & Best Practices

Over the years, I’ve ran numerous Google campaigns.

Today, I’ll like to share some tips and best practices when creating banners for Google Display and Google Performance Max campaigns.

Logo

Logo is essential because it establishes your brand identity. Your audience will also be aware which brand is selling these products and services.

You can upload a maximum of 5 logos for Google responsive display ad and Google Performance Max ad.

Include both square and landscape as well as white, black and transparent backgrounds so Google can serve whichever works well for their publishers’ websites or apps.

When creating banners, do try to align the font, color and style with your brand logo. This way, people can tell in one glance that these ads are promoting your brand. The consistent brand alignment will also help people to be aware and be more familiar with you.

Photo by Karolina Grabowska on Pexels

Image

You can upload landscape, square or portrait images to your Google campaign. Note that the maximum is 15 images for Google Display and 20 images for Google Performance Max.

You should try your best to upload as many images as possible. With more images, Google can test more combinations and optimize your performance. Try to include a mix of the various sizes so Google has at least 1 ad in the right size to serve.

Because you can write copy (numerous headlines and descriptions) for both Google Display and Google Performance Max, I strongly recommend that you keep text on the banner minimal. Instead, let your ad copy speak for the banner. Moreover, the banners might be really small, depending on the ad sizes available on the publishers’ websites and apps. This causes the text on your banner to be illegible and hard to read. Your target audience might have to squint their eyes to read it.

This is also a great chance to A/B test your creative. You could test

• With vs Without Text
• Products & Services vs Humans
• Color
• Call-To-Action
• Font

Photo by CyberRabbit on Pixabay

Video

Videos are optional for Google Display. For Google Performance Max, Google will create videos automatically when possible if you don’t upload a video. Note that you can add up to 5 videos.

Try to keep these videos short, probably around 30 seconds. Attention span is decreasing so a long video will not do so well.

Again, you can continuously test and optimize your creative.

• With vs Without Subtitles
• Male vs Female Narrator or Voice-Over
• Message Angle
• Style: realistic, cartoonish
• Type Of Video: how-to guide, brand, educational, explainer, promotional etc.

Photo by Julia M Cameron on Pexels

Now It’s Your Turn

Precisely because they’re smart ads, Google can create more ad variations if you add more assets. From there, Google can test and figure out which are the optimal combinations. Therefore, try to upload as many creatives as you can. Likewise, you should craft as many headlines and descriptions as possible.

Do you have any tips or best practices when creating banners for Google Display and Google Performance Max?