Creative elements that make display ads more engaging

Emily Team
Jul 30
2 min read

For display ads to cut through the clutter and drive engagement, you need more than just a pretty picture — you need strategic creative elements that are visually compelling, clearly messaged, and action-oriented.

Here are the key creative elements that make display ads more engaging, based on current best practices and EMILY’s approach to high-performance ad design:

🎯 1. Strong, Clear Call-to-Action (CTA)

Your CTA should tell the viewer exactly what to do next.

✅ Examples:

“Book a Free Consult”
“Get 15% Off Today”
“Download the Guide”
“Schedule a Demo”

📌 EMILY tests CTA wording and button styles to maximize click-through rates (CTR).

👁 2. Eye-Catching Visuals

First impressions matter — the design must stop the scroll.

✅ Tips:

Use high-contrast color schemes
Feature real photography or branded imagery (avoid generic stock)
Include motion (e.g., animated GIFs or HTML5 banners)

📌 EMILY offers full creative services, including photography, video, and drone visuals for unique ad content.

🧠 3. Focused Messaging

Avoid clutter — keep text short, readable, and benefit-driven.

✅ Best practices:

Use 5–8 words max per line
Highlight a value proposition, not just a slogan
Reinforce what problem you solve (“Get Found Online,” “Train Smarter,” etc.)

📌 We tailor messaging to buyer personas — and match it to the landing page content for higher conversions.

🧩 4. Consistent Branding

Your display ad should match your website and social presence visually.

✅ Key elements:

Use your logo prominently
Stick to your brand fonts, colors, and tone
Ensure brand voice aligns with audience (e.g., formal, friendly, bold)

📌 EMILY follows strict brand guides and integrates logo treatments for mobile/desktop responsiveness.

📱 5. Mobile-Responsive Layouts

With most display ads shown on phones, your design must:

Be readable at smaller sizes
Use large, tappable CTA buttons
Avoid tiny fonts or overly detailed graphics

📌 We design ads using responsive display specs across Google Display Network and Meta.

🔁 6. Dynamic or Personalized Elements

Make your ads more relevant with:

Product retargeting (show what they browsed)
Geolocation tags (e.g., “Now Serving Greenville, SC”)
Countdown timers or event-based elements

📌 EMILY builds dynamic ads that update content based on location or user behavior via retargeting platforms.

📸 7. Trust Signals & Social Proof

Boost ad credibility by including:

⭐ 5-star reviews or ratings
🏆 Certifications or media mentions
🗣 Customer testimonials or “As seen on…” badges

📌 These elements help increase trust, especially for new-to-brand audiences.

🔄 8. A/B Testing and Creative Rotation

Even great ads fatigue over time — top agencies rotate creatives every 2–3 weeks.

✅ EMILY tests:

Headlines
CTA wording
Color combinations
Visual layouts

📌 We monitor CTR, engagement, and conversion data to evolve creative strategy in real time.

✅ Summary: High-Engagement Display Ad Creative Includes...

Element	Why It Works
Clear CTA	Drives action quickly
Compelling Visuals	Captures attention
Focused Messaging	Communicates value instantly
Consistent Branding	Builds recognition and trust
Mobile Optimization	Increases clicks on phones
Dynamic Personalization	Makes content feel more relevant
Trust Signals	Reinforces credibility
Regular Testing	Keeps ads fresh and effective