How to Create High-Converting Display Ads

Chris Watson Chris Watson 06/12/2019 3 minutes

When it comes to advertising your products and services online, display ads are one of the best ways to do that. However, you don’t want to create them just for the sake of creating them – you want to make sure each and every display ad you have is working for you as hard as it possibly can. I’m Chris, Passion’s Junior PPC Manager, and I’m here to teach you how to create high-converting display ads.


Display Ads Defined

Display advertising is a form of advertising on websites that gets users to take a specific action such as making a purchase or clicking through to a landing page. They often utilise images, videos and/or text to entice the viewer to click them. On the whole, display ads work on a pay per click basis, meaning that each time a user clicks on your ad, you will be charged a certain amount.

Display ad examples

Display ads come in lots of different forms, such as:


  • Rich media ads that contain interactive and eye-catching elements like audio and visual
  • Banner ads, which are perhaps the most traditional form of advertising and appear at the top of a website as a… well… banner
  • Video ads, which are often found on video hosting platforms such as YouTube

The PPC team and I created a rich media ad for Dropless, one of our clients, that we’re really proud of – and I think we should feel that way! Because of this display ad, conversion rates were recorded at 1.36%, which is 175% above the industry benchmark. Not too shabby, if you ask me!


Tips to Make Your Display Ads Campaign Dominate

Having A+ display ads is an important part of online advertising. Here are some ways you can make yours stand apart from the crowd.


Advertising sure has come a long way since these days


  • Target your target audience

When it comes to advertising, don’t take the one-size-fits-all approach. You want to specifically tailor your ads to your product or service’s target audience. For example, if you are trying to sell women’s jewellery, your first thought may be to target a female audience. However, it’s also important to think about who will be buying your product – and in this case, it is often going to be men who are getting jewellery for their partners, sisters, mothers and other female loved ones. In this case, you would want to make sure that you also created a display ad aimed towards men.

  • Know thy venue

Where will your display ad be viewed? It’s important to know the platform before you design the ad, as different web pages will require different ads. You should also be aware that you will be competing with the content on the website. The best display ads should balance blending in with standing out by being contextually relevant (you don’t want it to immediately come across as an advertisement) but still get the user’s attention. Which brings us to…

  • Be bold

Want to be noticed? Then you’ve got to stand out from the crowd. Funny ad copy can immediately engage the user and make them interested in what you’ve got to say, while an unexpected image can shock the user and catch their attention immediately. Choose a colour palette that matches the product you’re selling – it’s a proven fact that humans have different psychological associations with different colours.



In short, if you want your display ads to be noticed by internet users, you have to stand out. If you follow our tips, you’re sure to see an increase in your click through rate… that’s why you’re here, isn’t it?


If you need help developing high-converting display ads or are simply looking to expand your PPC services, get in touch with the experts at Passion Digital. We can help you power every click to your site in no time.