Creative Design Best Practices

Optimize your campaign impact by crafting bold, engaging and targeted creative.​

• Use clean design elements and layout that highlight your brand.​

• Develop responsive ad units to seamlessly engage your audience across devices.​

• Use concise copy, consistent typefaces and colours across creative.​

  • • For your headline, use clear and simple text to describe your product, service, or brand. 

    • Make your description text easy to understand (recommended 80-character limit). 

    • Avoid generic messaging or click-bait. 

    • Use sentence case, and avoid using “all caps”.

• Ensure your message is customized for your target audience.

• Include a clear Call To Action (CTA) button - especially for mobile units.​

  • • CTA button should be a minimum of 50x50px

• Use high quality relevant visuals that complement your message. For best results:

• 1. • Avoid images that are:

       • • Blurry

         • Color-inverted

         • Excessively filtered

         • Unclear

         • Upside-down

         • Visually skewed
           
           

     • Avoid overlaying logos, text copy or buttons on top of other images/graphics.

       • • Don’t overlay a logo or button on top of an image, as this can be repetitive in certain ad layouts.

           • Buttons should reflect ad's functionality (ie. only include a Play button when using in-banner video)
             
             

     • Avoid inserting text on top of an image. Overlaid text can be unreadable in smaller ad sizes.

       • • Use images where the text is naturally embedded or incorporated instead.
           
           

     • Avoid displaying products over digital composite backgrounds, including an all-white background.

       • Instead, use quality photographs that have physical settings with organic shadows and lighting.

• Focus on one image/product in view at a time – especially for mobile screens.​

  1. • Make your product or service the focus.

     • Blank space shouldn't take up more than 80% of the image.
       
       

• Include any relevant prices, promotion and exclusives.

  1. • Using terms like "special offers", "coupons", "discounts", "promo codes", and "bargains" can help entice users to engage with your ads.

• Innovate in your brand space, e.g. use 360- degree experiences, chatbots and more.​

• Use video teasers or animation to capture viewer attention.​

• Ensure that your ads link to a landing page that is consistent with what is being promoted.​

  1. • For example, if your ad text says “Call us”, make sure to include your business phone number on the landing page. 

       • Or, if your ad text says “Limited time offer”, be sure that the landing page points users directly to that specific promotion. 

• A/B test: deploy multiple versions of creative, testing different CTAs, and/or visuals to optimize your campaign.​

• Ensure your text is readable: 

  • • Type should be at least 20px for black print against white background. 

    • Fine print should be at least 15px. 

    • For light print against a dark background, consider larger type or boldface.

Need more inspiration? Check out our creative gallery or ask your Account Manager to put you in touch with our Globe Creative Studio.