Streamlined templates that save me time, and my client’s marketing budget, are a must have for me. My friends and colleagues all know this, and as I create a lot of remarketing ads for both Google and Facebook, one of them forward along a link to one they came across. I sent a quick “thanks but no need” reply as I already have my own template (which I think is quite snazzy indeed). A few emails later, and here we are—you can use my remarketing ad template too!
You can grab my Photoshop template now, but keep reading as I’ve outlined my workflow below.
What is remarketing?
Have you ever wondered how to target people that have visited your site, but maybe didn’t purchase your product or contact you about your services? That’s what remarketing is all about. Remarketing ads allow you to target a defined audience as they browse other sites on the internet.
The Ultimate Remarketing Ad Template for Graphic Designers.
Unlike other templates, this Photoshop file is not focused on the “perfect” placement of your logo or headline – it assumes that you are a designer and are aware of what elements are (and are not) needed for optimized ad conversions. (But for good measure, I have listed a few tips for content and ad layout below.)
So, if this template isn’t about where to place your logo and headline, what is it about? Ad size, and workflow optimization!
Using Photoshop’s wonderful new multiple artboard functionality, I have created a single file that includes an artboard for each and every ad. That means no more looking up the ad sizes on Google or Facebook, and no more opening multiple documents to make a simple change. The template includes artboards for:
- all of the standard Google ad sizes
- common Facebook ad sizes, including descriptions on what each size is used for
To make things even easier, I leverage Photoshop smart objects to keep elements consistent across each ad for items like logo, headlines, and product images. With smart objects, I can easily swap out any element on one ad, and watch as every other instance is updated on the fly. Don’t’ you just love automation?
A 1-2-3 Remarketing Ad Design Workflow
Ok, here it goes. Giving away my big secrets here:
1: Design one ad, using smart objects where appropriate.
- The template includes a place-holder logo and background object to get you started,
- and here’s the video from Adobe showing more details on using smart objects in Photoshop.
2: Duplicate all of your layers and objects onto the other artboards, and resize / adjust for the new ad size.
- I typically just select and ALT drag to copy my layers over to the other artboards.
- If you are new to working with artboards, here’s a great video showing how they work.
3: Export your final ads.
- Once the ads are laid out, you can now export every single ad with one command. Again, I just love automation! Simply select the desired artboards in the layers palette, right click, and “quick export.”
- If you haven’t used the Quick Export feature before, check out this video from Adobe Help to see the options you have with this super handy feature.
And there you have it. One tidy file leveraging some great Photoshop automation.
Now, when revisions are requested (such as, “let’s make a new set of those same ads with a different product image”) you can quickly swap out the image in the smart object, and hit the handy quick export feature.
Remarketing Ad Content and Layout Tips
If you’re not sure what to include in your ad, or what to focus on, here are a few tips and pointers:
- Keep your text to a minimum. Web ads are more like billboards than full page newspaper ads. You have a short amount of time to grab the viewer’s attention, and for them to process your message
- Use an action-oriented headline (and keep it simple). Don’t just say that you have what you think they need, tell them to get it from you. Along with the first point, keep it simple and direct. You don’t want to make the viewer think if you don’t have to.
- Use your images wisely. The idea with remarketing ads is to remind someone who didn’t take an action to go back to your site and take that action. Use images that remind the viewer of what they saw on your site. Do not introduce new or different images unless you have a clear reason for doing so.
- Brand your ads. Remarketing is a great way to help your services and products stand out from the noise of multiple competitors all over the internet. By clearly branding your ads, you can remind a viewer who has been comparison shopping about your products and services. The more they see your ads, the more likely they will start to associate your brand as the gold-standard for your products and services.
- Include your logo
- Keep your content on voice
- Keep your other visuals on brand
- Frame your ads. Remarketing ads are placed on other sites, and you don’t have control over the layout or design of those other sites. This makes selecting appropriate colors difficult. Framing your ad, even with a simple border, will help keep your ad from blending in with the design of the listing site(s).
- Use a button… or an arrow, or other clear Calls to Action (CTA) indicators. Don’t assume that the viewer will know that your ad is something to click on or interact with. Make it very, very simple for them to know what they should do by using proven CTA indicators like buttons and arrows.
I hope you all find the template and workflow as handy as I do. If you come up with any additional time-saving tips for creating remarketing ads, be sure to let me know if the comments below.