Better Ads: How to create ads that represent a better user experience

Better Ads: How to create ads that represent a better user experience
April 12, 2022

Google Ads or other digital advertising formats offered by portals, newspapers or websites of all kinds, are very useful to raise awareness of our brand and achieve conversions, but what happens if the resulting experience is negative? When creating an online ad, we should always think about how the average user will interact. If the ad is annoying and intrusive, the user will close it immediately and will be more tempted to install an ad blocker.

The Coalition for Better Ads has conducted a study to find out which are the most annoying ad formats and experiences for users.

The types of ads that create a bad user experience

Desktop:

  • Autoplay video ads with sound
  • Floating ads with countdown
  • Pop-up ads
  • Large Sticky Ads

Mobile:

  • Pop-up ads
  • Large Sticky Ads
  • Flashing animated ads
  • Video ads with sound that play automatically
  • Ad density greater than 30%
  • Full screen ads that the user must scroll through

Recommended ad formats

Desktop:

  • Long and narrow ad on the right side
  • Large static image on top
  • Embedded static ad

Mobile:

  • Small Fixed Top Banner
  • Sticky ad at the bottom
  • Embedded small static ad

consejos para google ads no intrusivos

What consequences can choosing the wrong ad format have?

When analyzing the results of a digital advertising campaign, it is not enough to look at the number of impressions. This is objective data that can be a double-edged sword. It is good that the number of impressions is very high, but what is the satisfaction and perception of the user who has viewed our ad?

To find out, we must study different metrics. Among all the impressions, how many times have our ad been clicked? Did they do it voluntarily or by mistake? What is the bounce rate? And the conversion rate?

Designing and executing a digital advertising campaign is not an easy task. We must know our target audience and try to provide them with a positive experience. At Fun Providers, a digital marketing and communication agency, we are specialists in online communication campaigns, Google Ads, digital marketing strategies, e-commerce, SEO… Contact us and tell us about your project.