As has been our goal, our "long tail" of users are expanding their knowledge of effective text-based advertising into display: over 80 percent of active users of the display ad builder have never before used display ads on Google's content network. And of the other 20 percent, many are display "dabblers," having commissioned the production of a few display ads but never fully devoting much time or resources to the effort. Even of those with extensive display experience, very few work with agencies that provide creative services on a regular basis.
Although the primary users are these small- and medium-sized businesses, here are some ways that various types of agencies can use the display ad builder to their advantage:
- Use it to test early concepts and messaging. Try one of our templates to test out various calls to action, headlines, images, or color schemes. Gathering test campaign data, you'll have the insights to prove that the final creatives your teams produce have the highest impact. You can also use this data to help positively persuade clients who are on the fence about investing in a display campaign.
- Smaller agencies can use it as a mock-up tool for simple creatives. In just a few minutes, you can create a mock and grab a screenshot to show prospects the potential for display advertising.
- SEMs and interactive agencies without display creative teams can use the display ad builder to apply their knowledge about optimizing performance for text ads on Google's network to the creation of simple display ads that get results.
