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The image contains the title of the article, '5 Key Elements of a High-Converting Display Ad', as well as a pictogram depicting an ad on a webpage

5 Key Elements of a High-Converting Display Ad


Are you looking for ways to make your display ads more effective? Have you tried your best to create high-converting ads, but still can’t seem to get the desired results?

It can be discouraging to spend time and money creating display ads that don’t get noticed or convert into sales. But the good news is that there are some key elements you can use to create high-converting display ads.

In this article, we’ll discuss the five key elements of a high-converting display ad, which include attention-grabbing headlines, high-quality visuals, a clear call-to-action (CTA), relevant and compelling messages, and consistent branding. We’ll also provide tips and best practices that you can use to create better display ads and get better results.

So let’s get started!

Understanding the Basics of Display Ads

Display ads are a great way for businesses to reach potential customers, as they have been proven to generate more clicks and engagement than other forms of advertising. However, if you’re unfamiliar with the basics of display ads, it can be difficult to know where to start. Here, we will outline five key elements to consider when creating your display ad, to ensure you’re getting the most out of your efforts.

First, define your objective. What are you hoping to accomplish with your ad? Are you looking to increase sales, or are you trying to raise awareness? Weigh the pros and cons of each option, and decide what is best for your business before starting your campaign.

Second, establish your target audience. Who are your ideal customers? Where do they spend their time online? Consider their needs, wants, and interests when creating your ad. This will help ensure it resonates with them and appeals to their interests.

Third, create an eye-catching design. Your ad should look professional, but it should also be creative and attention-grabbing. Keep in mind that the size, shape, and colors of your ad will have an impact on its effectiveness, so make sure it stands out from the crowd.

Fourth, use a compelling copy. Your ad’s text should be concise and persuasive. Focus on making your message clear and concise, and avoid overly complicated language.

Finally, keep track of your results. Monitor your ad’s performance to track its success. If it isn’t yielding the results you hoped for, consider tweaking your design or messaging to improve its effectiveness. This can give you invaluable insights into what works and what doesn’t for your specific target audience.

By following these five tips, you can create a display ad that is engaging, effective, and likely to convert. Keep in mind that display ads are constantly evolving and that success requires testing and tweaking. Taking the time to understand the basics of display ads will help you get the most out of your campaigns.

What Makes a Display Ad High-Converting?

Creating a display ad that is successful in converting visitors into customers can be tricky. However, there are certain key elements that can make a display ad more high-converting. These include an eye-catching design, a clear and concise message, a clear call-to-action, relevant content, and tracking and optimization. When all of these elements are considered, you can create a display ad that will effectively turn visitors into customers. 

Key Element #1: Attention-Grabbing Headline

Creating an attention-grabbing headline can be a challenging but important part of optimizing your display ad. The headline needs to be impactful enough to draw viewers in and make them want to learn more about what you have to offer.

An effective headline should make use of keywords that are relevant to the product or service you are promoting, as this will make it easier for viewers to find your ad. Additionally, it should be formatted in such a way that it stands out from the rest of the page and grabs the readers’ attention as quickly as possible. This could be done through the use of unique fonts, colors, or other formatting techniques.

The image contains a newspaper with a headline and an image.

You should also make sure your headline is clear and concise. It should state your offer in a way that viewers can easily understand and act on it. This will help to increase your click-through rate, as readers will be more likely to click on an ad that makes sense and is easy to understand.

Finally, your headline should be attention-grabbing without being too salesy or misleading. Using click-bait tactics to draw viewers in might create a short-term spike in traffic, however, it could also lead to a decrease in long-term customers due to distrust. Additionally, search engines such as Google have begun cracking down on overly-promotional headlines, so it’s important to make sure your headline stays within their guidelines.

By following these tips, you can ensure your display ad has an attention-grabbing headline that will attract viewers and make them excited to learn more about your offer.

Tips for Writing an Effective Headline in Your Display Ad

Creating an effective headline for your display ad is key to maximizing conversions. The headline should be short, but also direct and to the point. Make sure the headline is relevant to the content of your ad, as this can help draw attention to your message. To optimize for maximum performance, consider the following tips:

  • Make sure the headline is clear and concise—keep it to just a few words, if possible.
  • Use actionable language that invokes a sense of urgency, such as “Act Now” or “Limited Time Offer.”
  • Include keywords that relate to the message you’re trying to convey.
  • Try incorporating a call to action into the headline, such as “Sign Up Now” or “Start Saving Today.”

Key Element #2: High-Quality Visuals

The quality of visuals included in a display ad is incredibly important in determining the success of the ad. The visuals should be high-resolution and clear so they attract the attention of viewers. Additionally, ensuring that the visuals are eye-catching and on-brand is key.

For example, if the display ad is for a clothing company, the visuals should showcase the clothing in a flattering light and be of a quality that creates an interest in the product. Showcasing the clothing in an interesting way and using visuals to create a cohesive story is important in presenting a memorable display ad.

The image contains pictures that are ready to be uploaded or used in a display ad.

It is essential to ensure that the visuals fit within the character count of the ad since this is the amount of space you have to get your message across. Ideally, striking visuals should be included that enhance the text and make the ad stand out.

Having the correct visuals for a display ad can mean the difference between a great ad that resonates with the consumers and an ad that fails to make an impression. Furthermore, as consumers continue to develop ad blind spots, having visuals that are attention-grabbing is even more important. Thus, ensuring that the visuals used in the ad are high-quality and aesthetically pleasing is essential.

Choosing the Right Images or Videos for Your Display Ad

When it comes to creating effective display ads, visual elements like images and videos are critical to a successful design. The right images or videos should be chosen carefully to help target the right audience and convey your message clearly. High-quality visuals will not only grab people’s attention but will also help ensure that your ad is remembered by its viewers. When selecting images or videos for your display ad, consider the overall look and feel that you’re trying to convey, as well as the tone of your message and the product or service you are promoting. If you’re having trouble finding the right visuals for your ad, you can look for royalty-free images online or hire a creative specialist to help you with the design.

Key Element #3: Clear Call-to-Action (CTA)

A clear call-to-action (CTA) is one of the key elements of a high-converting display ad. It is an essential element that should be included in any successful display ad. A CTA should be direct, concise, and easy to understand. It should provide viewers with a direct path to take the desired action.

The CTA should also be visually prominent, as it is the main focus of the ad. A common mistake with many display ads is to include multiple CTAs, which can be confusing for viewers and make it difficult for them to know which action to take. It’s best to have one clearly-defined CTA that stands out from the rest of the ad.

The words or phrases used in the CTA should be action-oriented and encourage viewers to take the desired action. Common words and phrases used in CTAs include “Learn More”, “Sign Up Now”, “Get Started”, “Buy Now”, “Subscribe Today”, “Try It Now”, and “Book Now”.

It’s important to remember that the CTA should be short and to the point. It should also fit with the overall message and tone of the ad. It’s best to avoid using overly-technical language that could confuse viewers or make them feel overwhelmed.

Including a clear and prominent CTA in a display ad can be an effective way to convert viewers into leads and customers. A well-crafted CTA can take a viewer from being interested in taking the desired action. When done right, a good CTA can help drive conversions and increase ROI.

Best Practices for Creating a Strong CTA in Your Display Ad

When creating a display ad, one of the most important elements is the Call to Action (CTA). The CTA is part of the ad that encourages the viewer to take the desired action. In order to craft a strong CTA, there are some key best practices to keep in mind.

The image contains 2 CTA buttons with different colors.

First, the language used in the CTA should be action-oriented and direct. Use words such as “learn more”, “buy now” or “request a quote”. In addition, be sure to keep the CTA short and to the point. Avoid wordy phrases such as “Find out the details by clicking here” and opt for something more concise. Lastly, ensure that the CTA is visible and clear in your ad. Place the CTA in a prominent spot and make sure that it stands out from the rest of the ad.

By following these best practices, you can create a compelling CTA that encourages viewers to take the desired action.

Key Element #4: Relevant and Compelling Message

The fourth key element of a high-converting display ad is a relevant and compelling message. For an ad to be successful, it must not only capture the attention of potential customers but also deliver a message that resonates with them. In order to do this, the ad must be tailored to the specific audience and their needs.

The message should focus on the values and benefits of the product or service in question. It should highlight what the customer stands to gain by making the purchase, instead of just listing the features of the product. For example, if you are advertising a new mobile phone, focus on why customers should buy it in terms of the user experience, such as fast speed, long battery life, and great camera quality.

Making sure the message is relevant is also important. Ads should use data about the target audience to tailor the messaging to their needs. This could include using language, images, and other elements to which the target is likely to relate. Additionally, the ad should appear in the right context, such as on websites where the target audience is likely to be browsing.

Ultimately, an effective ad should communicate a clear, persuasive, and relevant message that resonates with the target audience and drives them to take action.

Crafting a Message That Resonates with Your Target Audience

When it comes to creating a successful high-converting display ad, having a message that resonates with your target audience is a key element. If your ad isn’t relevant to the people you’re targeting, they won’t take the time to engage and you won’t see the desired results.

You must understand your customer’s needs, wants, and interests to ensure your ad appeals to them. Start by researching your customer’s demographics, interests, and online behavior. Find out what motivates them, what their pain points are, and what solutions they are looking for. This will help you craft a message that resonates with them and encourages them to act.

The message should be concise, clear, and engaging. It should draw attention to the key benefit and include a call to action that encourages people to click through. Use words that are meaningful for the audience and make sure any promises are realistic. Keep it simple and focus on how your product or service helps fulfill their needs.

Tailor your message to different segments of your target audience. This will allow you to create an ad that is more likely to convert. You should also stay up-to-date with trends and incorporate them into the message. This can help you make sure you’re sending out a relevant message and piquing the interest of your audience.

By crafting a message that speaks to your target audience and resonates with them, you can create an ad that is more likely to capture their attention and drive conversions. As you create an ad, think about what your audience is looking for and how you can provide that in an effective and compelling way.

Key Element #5: Consistent Branding

An effective display ad must include consistent branding in order to maximize its impact. This involves using consistent visuals, colors, messaging, and fonts in order to create a unified atmosphere that gives the impression of a consistent and trustworthy brand.

The use of consistent branding establishes a visual identity that viewers can recognize. When it comes to advertising and marketing, developing a recognizable brand can have a positive and lasting effect on potential customers. It can create a sense of trust and familiarity, which in turn can influence a consumer’s purchasing decisions.

On the picture people are working on a brand design.

When creating a display ad that incorporates consistent branding, Incrementors can provide a unique brand strategy to keep the design simple and consistent. For example, a single typeface and limited color palette are used to ensure that the brand’s message is communicated in a clear and distinct way. Furthermore, the visual assets used should reflect the brand aesthetic and be consistent with the messaging of the ad. This will help to create an inviting visual presence that is reflective of the brand’s identity. Incrementors can provide a unique brand strategy

Incorporating consistent branding into a display ad will create an effective and impactful ad that resonates with viewers and reinforces the brand’s identity. This will help make the ad more memorable and will help viewers better connect to the brand.

Extra tip

It is not just the look of the display ad itself that matters, when we are talking about conversions but also where the ad is placed on a webpage. If you want to find the perfect place for your display ad, or run tests to find the perfect placement you might consider using Capturly’s behavioral analytics tools. With the help of these kind of tools you can find the hot-spots on your website.

How to Incorporate Your Brand Identity into Your Display Ad for Better Results.

When it comes to crafting a high-converting display ad, you have to consider more than just the visuals and messaging. One important and often overlooked aspect is incorporating your brand identity into the ad in order to build customer trust and recognition. Here are five tips for incorporating your brand identity into your display ad.

The image contains tips on how to incorporate your brand identity into your display ad.

Choose Appropriate Images

When selecting images for your ad, make sure they reflect your brand’s values and mission. If you’re a fashion retailer, for example, you may want to use a model wearing your latest clothing. If you’re a tech company, you may want to use an image of your products with a distinctive look and feel.

Select an Appropriate Color Palette

Use colors that reflect your brand’s personality. Bright and vibrant colors are a great way to grab attention and make your ad stand out, while muted colors can be used to create a calming and sophisticated atmosphere.

Include Your Brand Logo

Your brand logo should be the focal point of your display ad. Make sure it’s prominently displayed, preferably at the top or bottom of the ad. Not only will this help customers quickly identify the ad, but it will also help to build trust and recognition.

Use a Consistent Font

Using a font that’s consistent with your brand’s identity will help to unify the look and feel of the ad. The font should be legible, but still, reflect your brand’s personality.

Stay Away from Generic Copy

Your display ad should stand out from the crowd. Stay away from generic copy and instead focus on telling a story that reflects your brand’s values and mission. This will help your ad be more memorable and engaging.

By incorporating these five tips into your display ad, you can ensure that your ad stands out from the competition and that customers will easily recognize your brand. With a high-converting display ad that reflects your brand’s identity, you’ll be well on your way to reaping the rewards of increased trust and recognition.


In conclusion, creating high-converting display ads require careful planning and execution. By understanding the basics of display ads, having an attention-grabbing headline, incorporating high-quality visuals, having a clear call-to-action, crafting a relevant and compelling message, and maintaining consistent branding, you can ensure that your display ads will get the best possible results. The key to success is to stay focused on the goal behind your ad and craft a message that resonates with your target audience. With the right elements in place, your display ads will be sure to generate more leads and sales.

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