How should I design my ads?

We recommend that you provide the company name/logo in your ads as well as the website URL.

A Harvard study determined that display advertising drives search behavior. Many people won’t click on an ad, but given enough impressions, if they become interested, at some point they’ll perform a search that’s driven by the ads. “We develop a multivariate time series model to investigate the interaction between search and display ads...we find that display ads significantly increase search conversion...using both search and display ads also exhibit significant dynamics that improve their effectiveness and ROI over time. Finally, in addition to increasing search conversion, display ad exposure also increases search clicks.” Therefore, where possible, you want to make the transition to a search easy (ad size being the constraint). We recommend that you provide the company name/logo in your ads as well as the website URL.