Five tips for creating killer Google display ads

Google display ads can help you reach prospective renters through visually appealing digital advertisements that appear across the web and other Google-owned assets. Many advertisers use display campaigns to increase general awareness, improve reach, and circle back with users who’ve already viewed their website or ad at one point in time. 

If you’ve been considering display ads, here’s how you can best optimize them to increase your conversion potential.

1. Design for your prospect.

As simple as this may sound, it is quite an important piece of the design process. You’ll need to know precisely who your prospect is and what typically attracts their attention. Developing a customer persona can help you to define these elements better. From there, you’ll want to tailor your design concepts and copy so that it speaks to these customers and remains relevant to their needs. It would help if you resisted the urge to be flashy and kept your copy simple, emphasizing the call-to-action. 

2. Capture their attention with a great visual.

Due to the nature of display ads, you only have a short window of time to capture your prospect’s attention and convince them to take action. So, the imagery you utilize for your design has to be captivating enough to catch them in this moment. As we know, our brains are hard-wired to hone in on visuals first, so by leveraging engaging imagery, you’re more likely to gain recognition and clicks. When considering your imagery, think about what shots convey life at your property, what aligns with the call-to-action and the associated messaging within the ads, and what sets you apart from your competitors.

3. Use responsive ads.

Responsive display ads allow you to upload your assets, and then Google will automatically generate ads to be shown across its network. This particular responsive ad helps you save time on the front-end, as Google will automatically create different versions of your ad to suit different device types, like mobile, tablet, and desktop.

4. Use a relevant landing page.

This piece of advice is essential to consider to avoid losing your users after the click. Your landing page is the first page they will see after clicking on your display ad, and both should remain in perfect alignment, complementing the other. Ensure your display ads link to a relevant web page consistent with the call-to-action listed within your ad. For example, if your ad includes copy encouraging users to sign up for a tour, you’ll want to link the display ad to the web page that provides this capability. You should also be mindful that if you’re promoting tours in this way on your ad, prospects can schedule them directly on the site, versus having to perform an additional step, like calling or emailing to set up the tour. Otherwise, you risk losing the conversion during the journey.

5. Take advantage of Ads Creative Studio.

Google Ads advertisers now have access to Creative Studio, which provides tools to help shape engaging experiences for video, display and audio ads. The program offers a streamlined way for users to build ads, manage assets, and create different versions of an advertisement for various audiences, locations, or contexts. Additionally, this hub lets you preview and test your creatives in one place, be it video or display ads. 


Rentbot can help.

If you’re not quite sure where to start with your Google Ads experience, Rentbot can help you fast-track your lead generation with great results. As a proud member of Google Partners, we’ve been trained and certified by Google to help businesses like yours manage their search advertising. Our Google Ads services create targeted Google Ads that are delivered directly to high-quality, move-in-ready leads with measurable results. With our assistance, our clients have experienced immediate website traffic, more high-quality leads, and a more controlled budget. If you’re ready to turn your website into a lead generator, sign up for a free consultation and get started now. 



About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.