Advertising 101: How to Start Making Display Ads
Display ads might look simple, but behind every click-worthy banner is a mix of strategy, design, and smart execution. If you’re a small business owner, startup founder, or marketing manager trying to get your first display ad off the ground, this guide is for you. We’ll walk through the basics of ad formats, help you choose between static and animated designs, and share free tools that make getting started surprisingly doable—even if you’re not a designer. FIRST THINGS FIRST – WHAT IS A DISPLAY AD? Display ads are visual advertisements that appear across websites, mobile apps, and platforms like YouTube and Gmail. They’re designed to build awareness, drive traffic, and keep your brand top-of-mind—especially when your audience isn’t actively searching for you. Unlike search ads, which rely on keywords, display ads rely on visuals and targeting. They can show up as banners, sidebars, or pop-ups, and they’re often used for retargeting people who’ve already interacted with your brand. Think of them as digital billboards—but smarter, more targeted, and way more measurable. STATIC VS. ANIMATED DISPLAY ADS The first step in learning how to start making display ads, before designing, is to choose your format. Both static and animated ads have their place, and the right choice depends on your goals, audience, and resources. Static display ads like the example below are single-frame images—simple, clean, and easy to produce. Animated display ads use motion (like GIFs or HTML5 animations) to tell a story or highlight multiple messages. HERE’S HOW THEY STACK UP You’ll want to choose static ads if you: Meanwhile, animated ads are right if you: Animated ads tend to perform better in terms of engagement, but they also require more time and technical know-how. If you’re just starting out, static ads are a great entry point—and you can always level up later. WHAT YOU’LL NEED TO GET STARTED Before you open any design tool, gather your assets. This will save you time and help your ad look polished from the start. WHY AD DIMENSIONS MATTER Different websites and platforms support different ad sizes, and using the right dimensions increases your chances of getting placed in high-visibility spots. Some formats are better for mobile, while others work best on desktop. Starting with standard sizes like the ones above ensures your ads are eligible for more placements and look good wherever they appear. HOW TO PLACE YOUR ADS Once your ad is designed, you’ll need to decide where and how to run it. For beginners, the easiest route is using platforms like Google Ads, which lets you upload your creative and target audiences across the Google Display Network. You can also explore social platforms like Facebook or Instagram for display-style placements, or use programmatic platforms like StackAdapt or AdRoll if you’re ready to get more advanced. Most tools offer step-by-step guidance, but if you’re unsure, start with Google Ads—it’s beginner-friendly and widely supported. FREE TOOLS TO MAKE YOUR FIRST DISPLAY AD You don’t need a design degree or a Creative Cloud subscription to make a solid display ad. These free tools are beginner-friendly and powerful enough to get you started: Pro tip: Start with a template, but customize it to reflect your brand. Swap in your colors, fonts, and messaging to avoid looking like every other ad out there. TIPS FOR MAKING ADS THAT ACTUALLY PERFORM Once you’ve got your tools and assets in place, focus on execution. A few small tweaks can make a big difference in performance. READY TO GO BIGGER? DIY tools are a great way to get started when you’re just figuring out how to start making display ads—but they can only take you so far. If you’re ready to scale your campaigns, test more advanced formats, or build a full-funnel strategy, it might be time to bring in the pros. At Birch & Flame, we help brands turn display ads into real results—with creative that cuts through the noise and strategy that drives ROI. Let’s talk about how we can help you go from DIY to done right.
Advertising 101: Display Ads in a Nutshell
Display ads are everywhere—but understanding how they work (and how to make them work for you) isn’t always obvious. Whether you’re a small business owner, a startup founder, or a marketing manager trying to DIY your digital strategy, this guide breaks down the essentials of display advertising. We’ll cover what display ads are, how they’re used, and what makes them effective—so you can feel confident getting started. And if you’d rather skip the learning curve and get results faster? That’s where Birch & Flame comes in. WHAT ARE DISPLAY ADS, REALLY? Display ads are the visual ads you see across websites, apps, and even YouTube—those banners, boxes, and pop-ups that follow you around the internet. But they’re more than just digital billboards. Today’s display ads are dynamic, data-driven, and designed to do more than just get noticed—they’re built to convert. Display ads come in a variety of formats and placements: These formats aren’t just for show—they’re strategic tools. Placements like the Google responsive display ads below act as your brand’s digital first impression, and in a world of short attention spans, they’re one of the fastest ways to get on someone’s radar. When paired with smart targeting and creative strategy, they become a powerful way to build awareness and drive action. WHY DISPLAY ADS STILL MATTER Despite what you may have heard, display ads are far from dead. In fact, they’re one of the most cost-effective ways to build brand awareness and stay top-of-mind with your audience. They’re especially powerful in the early stages of the customer journey. When someone isn’t actively searching for your product or service, a well-placed display ad can plant the seed. And when someone has visited your site but didn’t convert? Retargeting display ads can bring them back into the fold. Display ads also offer unmatched reach. With the right targeting, you can show up on the sites your audience already visits—without needing them to search for you first. That’s a huge advantage in a crowded digital landscape. HOW DISPLAY ADS ACTUALLY WORK Here’s where things get a little more technical—but stick with us. Understanding the mechanics behind display ads will help you make smarter decisions, even if you’re not the one managing the campaigns. There are two main ways to run display ads: direct buys and programmatic. Direct buys involve purchasing ad space on specific websites, often through a media rep. Programmatic, on the other hand, uses automated systems to bid on ad space in real time, based on your targeting criteria. You can target by demographics, interests, behaviors, location, or even specific websites. You can also retarget people who’ve visited your site or interacted with your brand. And you can choose how you pay—by impressions (CPM), clicks (CPC), or conversions (CPA). It’s a blend of strategy, data, and creative. And when all three are aligned, display ads can deliver serious ROI. WHAT MAKES A DISPLAY AD EFFECTIVE? A good display ad doesn’t just look good—it works hard. That means it’s visually clean, aligned with your brand, and built around a clear, compelling call to action. It loads quickly, looks great on mobile, and leads to a landing page that delivers on the promise of the ad. To perform well, display ads should follow a few key principles: But even the best creative needs testing. A/B testing different headlines, visuals, and CTAs can reveal what actually resonates with your audience. And tracking performance metrics—like click-through rate, conversion rate, and viewability—helps you refine your strategy over time. The key is to treat display ads as part of a larger ecosystem. They’re not a one-and-done tactic—they’re a tool for ongoing engagement, learning, and optimization. REAL-WORLD EXAMPLE: NUTMEG STATE FINANCIAL CREDIT UNION When Nutmeg State Financial Credit Union wanted to boost awareness and engagement for their financial services, they partnered with Birch & Flame to build a smart, targeted display campaign. We developed a series of eye-catching, brand-aligned display ads that ran across relevant digital channels. The goal? Reach potential members where they already spend time online—and drive them to explore Nutmeg’s offerings. The results? Increased visibility, strong click-through rates, and a measurable lift in brand engagement. It’s a perfect example of how display ads, when done right, can move the needle. SHOULD YOU DIY OR CALL IN THE PROS? If you’re running a small campaign with a tight budget, DIY might make sense—especially if you’re comfortable navigating ad platforms and designing creative. But if you’re looking for real ROI, strategic targeting, and scroll-stopping creative? That’s where an agency like Birch & Flame makes all the difference. We don’t just place ads. We craft campaigns that align with your brand, speak to your audience, and drive results. From concept to creative to conversion tracking, we handle the heavy lifting—so you can focus on running your business. LET’S MAKE YOUR ADS WORK SMARTER Display ads are a powerful tool—but only when they’re done right. If you’re ready to build awareness, drive engagement, and grow your brand with smart, strategic advertising, Birch & Flame is here to help. Let’s talk about how we can make your next campaign your best one yet.
Advertising 101: The Ultimate Guide to Paid Media Formats
When you’re just starting your advertising, the menu of paid media options can feel endless—and, let’s be honest, a little overwhelming. Display ads. Sponsored content. Streaming spots. Weather-triggered campaigns. And just when you’ve wrapped your head around those, someone says “DOOH” like it’s a household term. But don’t worry—this guide won’t just define your options. It’ll decode them. Because understanding how paid media works—and which formats work best for your goals—is the key to smarter planning, stronger performance, and a budget that actually pulls its weight. Whether you’re testing the waters or scaling up, this breakdown will give you real clarity, real fast. At Birch & Flame, we specialize in pairing the right platform with the right message to deliver measurable results. To help you get started, here are the formats we offer, in the hopes that they’ll spark ideas you can use if you’re beginning your advertising solo. 1. SEARCH & PERFOMANCE MARKETING Search & Performance Marketing: Built for Action If you want to capture attention the moment someone starts looking, search and performance ads are your best friend. These campaigns are intent-powered—meaning they show up because your audience is actively seeking a product, service, or solution like yours. But today’s search ads are more than just a headline and a link. With options like image-enhanced results, app download CTAs, call buttons, lead forms, and location extensions, you can turn a simple search into a seamless next step. Products You Can Take Advantage Of: Why it works:These ads show up where your audience is already searching—on Google, Bing, and beyond. And because they’re built around keywords and real-time intent, they’re ideal for driving conversions, bookings, downloads, or store visits. Pros: Cons: Example:An agency like ours can run a local PPC campaign with a “Book Now” button or phone extension to help potential clients get in touch. Meanwhile, a retail brand can drive store visits by targeting mobile users within a five-mile radius—turning curiosity into foot traffic. 2. DISPLAY & NATIVE ADVERTISING Display & Native Ads: Designed to Be Seen (and Clicked) Display and native advertising is where storytelling meets strategy—visually. These formats help your brand show up across the web in eye-catching, contextually relevant ways. Whether you’re retargeting past visitors, serving dynamic visuals based on weather, or aligning with premium content, these placements are built to stop the scroll. Display ads grab attention with imagery and movement. Native ads blend into editorial content for a more seamless, soft-sell feel. And with enhanced targeting options like keywords, retail behaviors, or real-time weather, your message can meet your audience in exactly the right mindset. Products You Can Take Advantage Of: Why it works:Display and native formats are perfect for driving awareness, retargeting previous visitors, and staying top-of-mind throughout longer buying cycles. When done right, these ads build familiarity, showcase your brand voice, and spark interest—before a search even happens. Pros: Cons: Example:A brand in health and wellness, one of the many verticals we serve, can target potential clients with display ads matching their interests and/or keywords or products they browsed. 3. VIDEO & STREAMING TV Video & Streaming TV: Big Screen Energy, Precise Targeting Video advertising isn’t just for brand awareness anymore—it’s a full-funnel powerhouse. Whether you’re launching a cinematic OTT spot or running quick-hit clips across mobile devices, video gives you the chance to engage through sight, sound, and story. And thanks to streaming platforms and connected devices, your audience doesn’t just watch TV—they interact with it across formats, screens, and schedules. That’s where Birch & Flame comes in. Products You Can Take Advantage Of: Why it works:Video builds emotional connection and delivers context that static ads can’t. With CTV and OTT, you can reach binge-watchers, cord-cutters, and niche audiences with the polish of prime time—without the waste of blanket targeting. Traditional formats still have their place, especially when layered with digital for full coverage. Pros: Cons: Example:A lifestyle brand could launch a CTV campaign timed to a product release, paired with OTT snippets optimized for mobile. Meanwhile, a regional healthcare provider might run traditional broadcast ads to boost credibility, then retarget online viewers with a follow-up display campaign. 4. SOCIAL & INFLUENCER MARKETING Social & Influencer Marketing: Precision Meets Personality Social media isn’t just about likes and shares—it’s a dynamic paid media powerhouse that lets you target the right people with the right message, right where they spend hours every day. Combine that with influencer partnerships, and you’re adding authentic voices that can amplify your brand in highly credible ways. From short-form videos to carousel ads, and from sponsored posts to influencer takeovers, this channel lets you blend creativity with surgical targeting. Products You Can Take Advantage Of: Why it works:With granular targeting by interests, behaviors, job titles, or even recent engagements, social ads can drive everything from awareness to conversion. Influencers bring trust and relatability, making your message feel less like advertising and more like a recommendation. Pros: Cons: Example:An eCommerce brand might use Instagram carousels and TikTok videos to drive product discovery, while a B2B software company leverages LinkedIn ads and influencer partnerships to reach decision-makers with educational content. 5. AUDIO Audio Ads: Your Brand’s Voice, Everywhere Your Audience Listens Audio advertising reaches audiences in moments when screens aren’t always in front of them—while they’re commuting, working out, or just tuning in for their favorite podcast. It’s a unique way to build brand awareness and recall with the power of sound alone. Whether it’s a catchy podcast spot, a streaming music ad, or a classic radio mention, audio ads can create memorable touchpoints that stay with listeners long after the message ends. Products You Can Take Advantage Of: Why it works:Audio ads capture attention during screen-free moments, delivering your brand’s message in a way that feels personal and engaging. High completion rates mean your story gets heard from start to finish, helping build frequency and familiarity. Pros: Cons: Example:A local fitness studio might sponsor a popular wellness podcast, while an auto dealer runs radio or streaming
Advertising 101: How to Choose Between Traditional & Digital
When it comes to launching your first campaign, there’s one question every brand has to answer: Do you go traditional, digital—or a mix of both? These days, the media landscape is complex, cluttered, and constantly evolving. But even with all the new trends and tech, the same strategic goal still applies: Get in front of the right audience at the right time with the right message. That’s where deciding your best paid advertising formats comes in. In this blog, we’ll break down the options, explore how traditional and digital formats can work together, and help you decide what path makes the most sense for your business today. Whether you’re a startup with a shoestring budget or a legacy brand looking to modernize, this is your first step toward a smarter paid media strategy. WHAT COUNTS AS PAID ADVERTISING? Let’s start with the basics. Paid advertising is any media placement that a brand or business pays for to get exposure. It includes everything from a local billboard to a promoted post on Instagram. The big difference between traditional and digital formats? Distribution, targeting, and data. Traditional paid ads include: Digital paid ads include: Both routes can work—it’s how you use them that matters (and if you’re looking for even more paid media examples, click here). THE PROS & CONS OF TRADITIONAL MEDIA Pros & Cons of Traditional Media Pros Cons Our Success with Goff Law GroupWhen helping Goff Law Group break through in a crowded injury law market, we got to work with a killer billboard approach that looked different, had messaging with attitude, and created memorability thanks to outstanding celebrity partnerships. Paired with local market saturation along major roadways throughout the firm’s key regions, our traditional approach helpd Goff Law Group become one of the top (and most top-of-mind) firms in Connecticut. THE CASE FOR (AND AGAINST) DIGITAL MEDIA Pros Cons Case in Point: MedXComIn B2B healthcare, trust and clarity are everything. With MedXCom, we built a digital-first campaign rooted in clear messaging, and inventive creative that shows some things just go great together—like medical practices and MedXCom services. Digital media let us micro-target decision makers at exactly the right moments—and show real ROI. FINAL THOUGHTS Choosing between traditional and digital media doesn’t have to be a fork in the road. Often, the best strategy is to find the right paid advertising formats for your audience and budget—then blend them into a holistic paid media strategy that works across the funnel. It’s okay to start small. It’s okay to test. What matters is that your media is working toward a goal—and not just soaking up spend. LET’S MAKE YOUR CAMPAIGN COUNT At Birch & Flame, we believe education is power. Our goal is to give you the clarity you need to make smart choices about your marketing, whether you’re DIY-ing your first media buy or scaling a national campaign. But when you need a creative media partner who can turn insights into action, we’re ready. From national retail brands to local legal icons, we’ve strategizes, built, and launched paid campaigns (digital and traditional) that actually drive results. So if you’re done guessing and ready to get growing—let’s talk.
Advertising 101: What Makes a Great Commercial
Even in today’s age of endless scrolls and skippable ads, the great TV commercial still reigns supreme. A clever, well-executed ad has the power to become cultural shorthand (hello, “Like a good neighbor…”), drive mass brand awareness, and hit audiences right in the feels—or the funny bone. But what makes a good commercial, really? At Birch & Flame, we’ve helped brands across industries—from premier fitness to home improvement—get creative with both traditional and digital campaigns. But when it comes to traditional advertising techniques, the principles that fuel a standout commercial have held strong. So if you’re getting started on your own commercial, let’s explore what separates a forgettable spot from one that audiences won’t be able to get out of their heads. 1. A SINGLE, SHARP MESSAGE Great commercials don’t try to do it all. They do one thing, really well. Whether you’re selling shampoo or a state-of-the-art call answering system, the best ads zero in on a single message and make it stick. Take Plymouth Glass and Mirror, one of our clients providing auto and shower glass to customers throughout Connecticut. In their campaigns, we pair a clear message—that Plymouth can fix your glass problems right and fast—with compelling imagery of their products and quick, heightened storytelling that makes the “right and fast” idea stick with you every time it airs. The clarity of a commercial’s message makes it memorable, even when attention spans are short and distractions are high. 2. EMOTIONAL HOOKS THAT WORK Humor, nostalgia, inspiration, and even mild panic (hello, insurance ads) are tools of the trade. The trick? Choosing an emotional tone that reflects your branding identity and speaks directly to your target audience. Commercials that win hearts often mirror real-life moments. They create characters or scenarios that your viewer sees themselves in—and they get remembered because of it. 3. CRISP VISUALS & STRONG BRANDING Your commercial might only run for 15–30 seconds. That means every second matters—literally. High-quality visuals, tight editing, and clear logo placement make a world of difference. But it’s not just polish; it’s strategic creative direction. In our work with Goff Law Group, we create spots with consistent branding—from tip to tail, logos to colors—that create visually appealing brand consistency that helps every piece of advertising become instantly recognizable. Whether it’s a regional broadcast spot or OTT ad, strong visuals can elevate a commercial from serviceable to standout. 4. A NATURAL CALL TO ACTION (CTA) Every effective TV commercial strategy includes one thing: a CTA that doesn’t feel like a buzzkill. You don’t always need to slap “Call now!” at the end of every ad. Instead, the most effective CTAs flow from the narrative, nudging the viewer toward the next step, whether that’s visiting a site, booking a demo, or heading to a retail location. Modern audiences know when they’re being sold to. Great commercials invite rather than demand. 5. FORMAT & PLACEMENT FIT THE GOAL Is this a regional campaign? National brand push? Streaming pre-roll? Choosing the right advertising format for your commercial is crucial. Not every great idea is cut out for broadcast, and not every local campaign needs a six-figure video shoot. At Birch & Flame, we guide brands on where and how to make their commercial dollars stretch the farthest—because airtime is an investment, not a guarantee. For traditional advertising to work, the format must match both the budget and the brand strategy. CONCLUSION: OLD SCHOOL, NEW RULES The bones of a good commercial haven’t changed—but the tools and tactics around them have. Whether you’re running ads on cable, Hulu, or a jumbotron in Times Square, the fundamentals are the same: clarity, creativity, connection. And while this guide is built to help you get started, you don’t have to go it alone. At Birch & Flame, we help brands tell bigger, bolder stories—whether you’re launching your very first commercial or leveling up your next campaign. Want a commercial that sticks the landing? Let’s make it unforgettable.