Google Ads banners: 8 mistakes to avoid

1. The ad features low-quality graphics

Blurriness and pixelation - low-resolution images look unprofessional and can deter potential customers. The inability to recognize what is actually in the graphic further discourages recipients.

Too small sizes - if the graphic is too small, when enlarged it will become blurry and unreadable.

Incorrect format - choosing the wrong file format (e.g., excessive compression) can negatively affect image quality. Appropriate formats include jpg, png, gif, and html5.

Graphics weigh too much - exceeding the allowable weight limit for the image will prevent it from being displayed in the banner.

💡 Why is it important? High-quality graphics attract users' attention and build brand trust. Humans are visual creatures - they won't be interested in something that looks repulsive; moreover, an advertisement is a kind of shop window - it cannot look sloppy.

2. The ad contains of too much text

Information overload - an excess of text makes it difficult to quickly understand the message of the advertisement.

Lack of balance - too much text disrupts the balance between text and graphics, which can make the banner look heavy and unattractive.

Difficulty in reading - long, continuous text is difficult to read on a small screen.

An advertisement containing too much text will not be displayed in full.

💡 Why is it important? Simple and concise messages are easier to remember. An advertisement should attract attention with a great graphic and a summary of benefits in 1-2 sentences, rather than providing exhaustive information. The landing page is for providing comprehensive details, which the user is directed to after clicking.

3. The ad is not compatible with Google Ads rules

Prohibited content - Google has clearly defined guidelines for advertising content, which, among other things, cannot be misleading, offensive, or infringe on copyrights.

Incorrect formats - each type of advertisement has specific requirements regarding size, file formats, and aspect ratios.

Lack of approval - advertisements that do not meet Google's guidelines will not be approved for display.

💡 Why is it important? Failure to comply with the guidelines may result in the rejection of the advertisement. Fortunately, the advertiser is notified in such a case and is given the opportunity to improve the advertisement before the next verification.

➡️ Read also: When can Google Ads reject an ad?

4. The ad does not call to action

Unclear advertising goal - if a user doesn't understand what the banner is advertising or what they can expect on the landing page, they won't click on it.

Invisible CTA - the Call To Action should be clearly highlighted and eye-catching. "Order today", "Take advantage of the promotion", "Schedule a meeting", etc.

Improper wording - the Call To Action element should be specific and encourage action.

💡 Why is it important? A clear CTA increases the click-through rate and conversion rate.

5. The ad is inconsistent with the landing page

Discrepancy in promises - the banner promises one thing, but the landing page offers something completely different. If this happens, the user will feel deceived. We must avoid this situation at all costs!

Lack of a seamless transition - the user cannot find on the page what attracted them to the banner or is redirected to a different page than the one they wanted to go to. They have to click through the site to reach the offer they saw in the ad.

💡 Why is it important? Consistency between the banner and the landing page increases user trust and reduces the bounce rate.

6. The ad is too generic; it lacks personalization

Banners that are not targeted to a specific audience are less effective.

Lack of segmentation means not using demographic data, interests, or user behavior to personalize the advertising message.

Lack of dynamic elements means not personalizing the banner content based on the user's search history.

💡 Why is it important? Personalization increases user engagement and improves campaign effectiveness. The recipient - our potential customer - sees that the advertising message is directed straight at them; they feel valued and special.

7. The ad has improper keywords

Lack of match - the keywords used in the banner are not related to the content of the landing page. The ad is off-topic.

Too general keywords - the keywords are too broad and do not specify the offer.

Lack of negative keywords - negative keywords that are not related to the product or service have not been excluded.

💡 Why is it important? The right keywords ensure that the banner is displayed to the right users.

8. The ad is not being tested before and after publication

Lack of optimization - not conducting tests makes it impossible to determine which version of the banner is more effective. Remember, when running A/B tests - comparing two versions of an ad - you should only test one variable at a time, e.g., the ad text; otherwise, the test will be inconclusive (we won't be able to determine which element change influenced the campaign outcome).

Campaign stagnation - the lack of continuous campaign improvement can lead to a decline in its effectiveness.

Wasting budget - displaying less effective banner versions means wasting financial resources.

💡 Why is it important? A/B testing allows for continuous campaign improvement and better results.

Google Ads banners mistakes - summing up

The first four mistakes are primarily related to the visual and technical aspects of banner ads. By avoiding them, we increase the chances of creating an effective ad that will attract users' attention and encourage them to take action. The second four are related to content and targeting; they are crucial for the success of an advertising campaign. By tailoring the banner content to user needs, using the right keywords, and continuously testing, we can increase click-through and conversion rates.

➡️ Read also: Ad scheduling in Google Ads - why is it worth it?