Tips for Successful Google Display Ads

Google Display ads show up on millions of websites, apps, and Google-owned properties like YouTube and Gmail. Because of their large reach across the internet, Google Display ads are an impactful way to advertise your book. Follow these tips to ensure your Google Display ad is set up for success.  

1. Eye-catching Imagery  

Imagery is paramount in a Google Display ad, as it is what people will notice first when viewing your ad. Make sure your book’s title is clearly visible in the ad image. If you have a great ad image, we recommend you upload it into Ingram iD. If not, you can use your book’s cover provided to you in the platform (as seen below). If you have multiple images, feel free to upload all of them! The more options Google has to display your ad, the more optimized your ad will be for different viewers.  

 

2. Headlines  

We recommend that you use all five headline options in Ingram iD for your Google Display ad headlines. Google learns which headlines perform best for different viewers over time, so providing more options is a great way to ensure your ads are being optimized to their fullest potential. Each headline should say something unique and informative to catch the viewer’s attention and draw their interest to your ad.  

3. Descriptions 

For the same reason that you should use the maximum number of headlines for your Google Display ad, you should also use all five options for your ad’s descriptions. These descriptions should add more detail and context to your headlines. Google will learn which combinations of descriptions and headlines work best for your ads, so the descriptions could be shown with any of your headlines. Make sure they make sense and don’t rely too much on a single headline. For example, a good description for the above headlines would be, “A new must-read spellbinding, historical fantasy novel set in the Spanish Golden Age”. 

4. Long Headlines 

The long headline can be used for the ad without a headline or a description, so it’s important that your long headline can stand alone and portray the most important information to the viewer. It’s a good idea to include the book’s title and a brief description in your long headline so that the viewer gets a complete picture of what you are offering with your ad.  

4. Logos  

If you have a logo, it’s a good idea to upload a landscape and square version in Ingram iD so that Google has options to display it. Using your logo provides an opportunity to share your brand and build trust with your readers. 

4. A Good URL  

It’s important to have the entire URL when creating a Google Display ad. Google does not allow incomplete URLs or URL shorteners, such as bit.ly or TinyURL. We recommend using language from the webpage you’re directing viewers to for your headlines and descriptions. Your headlines, descriptions, and the URL you use should all tell a cohesive story that persuades a viewer to buy your book.  

Google Display ads are a fantastic way to advertise your book to many people across the internet. These tips will help you take your Google Display advertisement to the next level and generate more sales. For more information about what you need to get started, check out our Getting Started Guide.