Intro to the Google Adwords Display Ad Builder

Intro to the Google Adwords Display Ad Builder

Are you afraid that you are missing out on valuable clicks because your search ads aren’t eye-catching? Or maybe, you’ve already mastered the art of text ad optimization and you’re looking for a new way to generate leads and boost conversions? Either way, integrating display ads into your current online marketing plan is a great way to garner new attention for your products and services.

Perhaps you don’t possess the necessary skills to create your own banner display ads. Maybe you don’t have the money to pay a professional graphic designer. Whatever the reason, don’t hold yourself back any longer. Did you know that Google already provides you with the tools needed to build attention-grabbing display ads in a jiffy? The AdWords Display Ad Builder (which was originally launched back in October 2008) gives you the chance to incorporate text, logo, and stock graphics to build fresh new ads for your display ad campaigns. You can even customize the background colors, fonts and text sizes within your ads, giving you the ability to quickly formulate ads from scratch.

And the best part of all – if you already have a number of existing text campaigns, you can quickly convert any of them into new display ads. Simply visit the “Ads” tab in AdWords. From here, select the text ad that you wish to upgrade. Click the “More Actions” menu and than finally choose “Generate display ad” to begin the process of transforming your text ad into an attractive display ad. Google identifies the “messaging” of your text ad and generates a number of possible templates, already complete with stock images and customizable design elements. Next, choose the ad groups to which you would like to apply this type of ad. This is an opportunity to do a little ad testing before applying display across the entire campaign. After making your choice, you’ll have the ability to tweak and finalize your ad before making it live. You can try a variety of fonts and sizes to aid you in deciding what kind of ad will be most effective in drawing traffic to your site.

The accessibility that Google provides means that you can spend less time actually building the ads and more time testing them to ensure you’re reaching the most relevant audience. Testing different calls-to-action and varying headlines is a great way to measure your campaigns’ levels of success. If you already have a number of text ads that you know are performing at a steady rate, converting these into display ads is a good place to start. Going to an old text ad standby is specifically helpful if you’re not in the mood to create an entirely new advertising message or concept.

One important thing to remember is that text ads and display ads are two very different platforms. You will need to organize your efforts to ensure that you treating these as separate entities. Keeping organized is key when running text and display ads at the same time. Refer to performance reports regularly, and don’t hesitate to swap a display ad for text if you feel that you might be missing out on clicks. As with any kind of online marketing effort, you will find what works best over time, and frequent testing is a good way to evaluate performances and set achievable goals.


Zach Etten

Zach is a seasoned leader with nearly 10 years of digital marketing experience. His analytical and goal focused approach has helped businesses achieve lofty growth initiatives through search, social, and content marketing. Outside of work, you can usually find Zach cheering on any of the Boston sports teams.