If you’re creating display ads and have certain direct response goals to meet, there are a few standards your ads need to meet. To drive consumers to complete your call to action, your ads have to be eye-catching, provide key information and entice consumers to click to learn more. For anyone just getting started, the good people at Google compiled a list of the top 10 tips for driving effective direct response marketing campaigns through display ads.

1. Call-to-Action

Encourage consumers to click your ad while also telling them what happens next, should they choose to click. A strong call to action should be enticing, but not require too much of a commitment up front.

2. Call-to-Action in Every Frame

You can’t predict when a consumer’s eye will notice your ad, so it’s important to include your call-to-action and key messaging in every frame, especially the final frame. That way, these two key points will be visible no matter when the person starts paying attention to your ad.

3. Company or Brand Logo in Every Frame

By including your logo in every frame, you increase credibility and even click-through rates. At the very least, always include the logo in the final frame so your brand remains visible after the animation stops.

4. Pricing and Promotion

Including pricing in your display ads helps pre-qualify users – if the person doesn’t like your pricing, they won’t click your ad, which saves you the cost of that click. Providing promotional pricing can help attract attention, especially when a discount code is used.

5. Clear Value Proposition

Your ad should make consumers feel they would be missing out on something by not clicking. Do this by including compelling messaging that highlights the benefits of using your product or service.

6. Sense of Urgency

To encourage consumers to act immediately, include messaging that speaks to deadlines or limited quantities.

7. Coordinate Colors and Images

Nothing ruins a display ad like battling color schemes. Instead, use colors that go well with your logo or image. Avoid overly bright colors and use transparent PNG-format images to improve aesthetics.

8. Balance Text and Images

Text and images are processed by separate parts of the brain, so incorporating them both harmoniously into your display ads can have a cognitive and emotional effect on consumers and leave a lasting impression.

9. Relevant Landing Page

Your landing page should be similar to your display ad in look, feel and messaging.

10. Cast a Wide Net

Some sites only allow specific ad formats and sizes, so create your ad in every standard size and format to improve the chances of it appearing on those sites.