Clients who want to run banner ads on the Google Display Network often ask which banner sizes are the most popular.
Let me remind you the main options:
- banner: 468x60;
- full size banner: 728x90;
- square: 250x250;
- small square: 200x200;
- large rectangle: 336x280;
- embedded rectangle: 300x250;
- skyscraper: 120x600;
- wide skyscraper: 160x600;
- half page block: 300x600;
- vertical rectangle: 240x400;
- large full-sized banner: 970x90;
- billboard: 970x250;
- big banner for mobile devices: 320x100;
- mobile full size banner: 320x50.
To determine the winner, we conducted several studies of advertising campaigns.
Let me clarify that we are talking about image ads created by designers for each format, and not about adaptive Google Ads banners.
Experiment #1: Best in "Entertainment"
The experiment period is May 2018. In total, 328,755 impressions were made in Ukraine. Google Ads banner reach results:
Top by reach:
Top banners by CTR:
- Built-in rectangle (300x250).
- Large rectangle (336x280).
Experiment #2: Best in Gardening
We analyzed 762,412 impressions in Russia for a month and a half (April-May 2018). Campaigns had a bid adjustment of -30% for mobile devices and -20% for tablets. Therefore, all conclusions can be considered fair only for desktop sites. Some coverage visualization:
Top banners:
- Full size banner (728x90).
- Banner (468x60).
Top banners by CTR:
- Vertical rectangle (240x400).
- Wide skyscraper (160x600).
- Full size banner (728x90).
Experiment #3: The Best in Bulletin Board Topics
This experiment was conducted in 2018 from January to May, 62 million impressions in Ukraine were included in the sample.
Top "traveling" banner sizes:
- Full size banner: 728x90.
- Embedded Rectangle: 300x250.
- Banner: 468x60.
Top banners by CTR:
- Large rectangle (336x280).
- Netboard (580x400).
- Billboard (970x250).
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Banner advertising opens up for advertisers wide opportunities. A variety of formats and sizes allows you to flexibly manage ads in accordance with campaign goals. With banner ads in Google AdWords You can not only attract visitors to the site, but also tell about promotions, special offers for your customers, new products and services. Most importantly, it can be done in the most advantageous way.
AdWords banner ads appear on the Google Display Network. The GMS includes more than 2 million sites and covers about 90% of Internet users. By placing ads here, you can broadcast ads on a variety of resources: websites, videos, mobile applications.
Advantages of banner advertising in Google AdWords:
- Increasing brand awareness (product, service, trademark).
- Target coverage. Advertising is shown only to an interested audience (interests, socio-demographic indicators of the audience, geotargeting, time targeting, the ability to interact with users who have already seen ads - remarketing).
- Simple control.
- Launch efficiency.
- The ability to place advertising banners on any sites.
- Predicted result (impressions, reach, clicks, CTR, etc.).
Finding your audience on the Google Display Network is easy. Several targeting options are available to show ads to potential customers in the right place and at the right time.
Targeting options available for setting in the Google Display Network:
- breakdown of key queries by thematic principle;
- combining queries into groups of 5–20 keywords;
- use of brand queries and queries on competitors' brands;
- the keywords in the group must be related;
- use of queries consisting of 2-3 words.
Locations.
You can independently choose sites that are close to your audience. For example, when advertising cosmetics, you can choose to place sites visited by a female audience - blogs, magazines, Internet portals.
Select topics to target a range of pages on a specific topic.
Interests and remarketing.
Interests:
- interest audiences;
- special audiences;
- audience of interested buyers.
Remarketing:
- remarketing lists;
- lists email addresses clients;
- look-a-like.
Use audiences to find new customers and keep existing ones. Lookalike audiences and in-interest audiences allow you to reach users who are highly likely to become your customers. Remarketing lists will help you re-engage users who have already visited your site.
demographic data.
You can select the demographic groups you want to cover. Gender, age and parental status are available for customization. For example, advertising children food, for coverage, we select a female audience of 20-30 years old who have children.
Keywords.
Choosing keywords for CCM, the following principles should be followed:
There are many ad formats available on the Display Network. You can use your own image ads. GIF, JPG, jpg, SWF, ZIP formats are supported. You can also use responsive ads to display graphical ads, the size and design of which change depending on the format of the ad space. These ads can be prepared by yourself right in the Google interface.
- static-banner-images (no animation)
- animated - GIF, Flash, HTML5. These formats allow you to personalize the design by combining images and animations, interactive elements.
The requirements for different formats are also different.
Image ads without animation
File types |
|
|---|---|
| Formats | gif, jpg, jpg |
| Maximum size | 150 Kb |
| Ad sizes | mm |
Square and Rectangle |
|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
Animated image ads
| File type | gif |
| file size | No more than 150 Kb |
| Image sizes | mm |
Square and Rectangle |
|
|---|---|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | Triple widescreen ad |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | Half page ad |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | Large full size banner |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
| Animation duration and speed | The duration of the animation should not exceed 30 seconds. Animated GIF ads must play at no more than 5 frames per second |
HTML5 declarations
File types |
|
|---|---|
| Formats | ZIP archive with HTML files (may also contain CSS, JS, GIF, jpg, JPG, JPEG and SVG files) |
| Ad sizes | mm |
Square and Rectangle |
|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | Triple widescreen ad |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | Half page ad |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | Large full size banner |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
| Supported file sizes | No more than 150 Kb |
Be sure to analyze the statistics on ads. With its help, you will be able to identify the most susceptible to advertising segments of the audience. To increase the number of banner ad conversions (purchases, calls to the company), adjust the settings based on AdWords data. This will increase the effectiveness of campaigns and help you achieve your goals.
How much does advertising on Google cost?
The AdWords system works on the principle of an auction. This allows you to save money by getting best places accommodation. Three billing models are offered:
- Transfer payment. The best option, if the advertising campaign is focused on attracting additional traffic.
- Pay for impressions. Perfect solution in the case of promotion and popularization of the brand. In this case, the advertisement will be able to be seen by a wide audience belonging to the target group.
- Pay per conversion. Using a tool called "Conversion Optimizer", you can assign a maximum price for certain action on the site - purchase, order, registration, etc.
If you follow all the basic principles and rules for creating and setting up banner ads on Google, you will definitely find new users interested in your services.
The fact that banner advertising on the Google Display Network is effective and fully justifies the investment has been confirmed by numerous clients of the Demis Group. You also have the opportunity to evaluate the benefits of this method of promoting a brand, product or service.
Banners for Google AdWords
from 2 299 rub.
RUB OrderGoogle AdWords is the largest search and contextual advertising service on the Internet. One of the tools of AdWords is to conduct advertising campaigns by placing image ads - Internet banners.
What banners are placed in Google AdWords?
Are used the following types ads:
- image ads without animation (static picture in JPG, PNG, GIF formats);
- animated image ads (animated GIF);
- HTML5 declarations.
The maximum allowable weight of a Google AdWords banner, according to TT (Technical Requirements) is 150kb. This restriction applies to any type of banner - static JPG or PNG, animated GIF or HTML5. In the latter case, we are talking about the weight of the ZIP archive containing the HTML5 banner.
A number of requirements in terms of design and common sense also apply to the design of banners. You should not use too catchy “poisonous” color combinations, poorly readable fonts, low-quality photos or annoying or misleading effects (blinks, flashes, etc.).
At the same time, Google AdWords allows you to place on banners motivating buttons with a call to action - CTA (Call to Action), almost any animation and interactive elements, which provides greater freedom in developing creative and makes Google Adwords banners an effective advertising tool.
All banners uploaded to the AdWords advertising campaign account undergo a mandatory moderation procedure. Usually, the check takes about a day, after which the status of the image ad in personal account will change from “Pending” to “Approved” or “Approved with restrictions”. In the latter case, you will receive a moderator's comment with recommendations for changes.
Banners without animation (JPG, PNG, GIF).
For static banners (images) are distributed General requirements AdWords to content and size.
It is worth paying attention to the readability of fonts, given the display of banners targeting various devices. Do not overload a static banner large quantity texts. It is better to prioritize the ease of perception of your information.
A 1px wide banner frame can be added by the system, but it's better to provide it in the banner layout right away. The banner frame is necessary to visually mark the borders of the banner on the website page and allows you to avoid merging the advertising material with the page content if the colors of the creative and the background of the page match (for example, white on white).
Animated GIF AdWords banners.
To GIF AdWords banners There are a number of specific requirements:
- animation speed no more than 5 frames per second;
- the duration of the animation is no more than 30 seconds;
- the animation can be played in a loop, but no longer than 30 seconds.
On the last requirement, it is worth paying attention Special attention and think over the content of the last frame (packshot, English packshot, pack shot - a still image or final shot showing the advertised products and the advertiser's contact information), on which the animation will stop. After all, the banner, in fact, will turn into a static picture, which should contain all the relevant information.
If it is necessary to place a separate frame with legal information in small text (disclaimer) on an animated banner, it is better to make such a frame the penultimate one. The banner “frozen” on this frame is an unreasonable waste of the advertising budget.
According to the experience of conducting advertising campaigns, it is better if the last frame (packshot) on which the animation stops visually contains the main advertising idea of the banner, information about the service or product and is clear to the user Call to Action (call to action) - a button calling to make a purchase or get more details.
HTML5 AdWords banner.
Google advertising services are fully adapted for placement various kinds HTML5 banners are the most relevant and versatile type of animated banner ads. Moreover, it is Google AdWords that sets the standards for the development of this advanced technology.
Google has developed its own editor for creating HTML5 ads - the Google Web Designer program.
However, banners for Google AdWords can be successfully created in other editors, provided that the basic technical requirements of the system are met:
- the total size of the HTML5 banner zip archive is no more than 150kb;
- the number of files in the archive is not more than 40;
- allowed file types: HTML, CSS, JS, GIF, PNG, JPG, JPEG and SVG;
- links to external resources are prohibited in the banner code (with a number of exceptions regarding Google Fonts and allowed js libraries);
- Mandatory indication of the banner size in the HTML meta tag “ad.size”;
- mandatory inclusion of the clickTag parameter;
- The duration of the animation is no more than 30 seconds, it can be played cyclically, but no longer than this time.
The finished HTML5 AdWords banner is uploaded to the advertiser's account as a ZIP archive.
Google Adwords banner sizes.
AdWords currently offers 20 image ad sizes for placement. Among these sizes are vertical and horizontal orientation formats, including those for display on mobile devices, as well as in the YouTube video service.
Let's bring complete list Google Adwords banner sizes:
Square and Rectangle
200x200px
240x400px
250x250px
250x360px
300x250px
336x280px
580x400px
Vertical formats
120x600px
160x600px
300x600px
300x1050px
Horizontal formats
468x60px
728x90px
930x180px
970x90px
970x250px
980x120px
Formats for mobile devices
300x50px
320x50px
320x100px
To describe ad formats, the Google Adwords Policy Center uses rather specific terms, such as “Triple Widescreen Ad” or “Wide Skyscraper”. However, the peculiarities of the translation make these terms not very accurate and easy to use. For full-fledged work it is enough to know the size and type of the banner format, which we have listed above.
The list of image ad sizes is the same for any type of banner: static JPG or PNG images, animated GIFs or HTML5 banners. This means that any type of banners can be used in any position and can be replaced if necessary.
This set of formats is complete and sufficient to launch a media banner campaign on all the necessary advertising platforms, both in Google services and on Google partner sites. Moreover, most of the banner formats made for Google Adwords, after minor adjustments, you can successfully use in other advertising networks and sites (for example, Yandex).
It is also worth noting that for some regions the list of allowed sizes for Google AdWords banners may vary slightly. So, for example, the 240x400px format, which is very popular in Russia, is additionally included in this list.
A list of specific regional formats can be found on the Adwords website.
Do you need all 20 ad formats to run ads in Adwords?
Not at all, you can use only those banner sizes that are needed within the planned advertising campaign.
20 sizes is a complete package covering all possible venues, including rare ones. In practice, you can use banner sets (packages) of 7 - 12 most popular sizes.
Our experts will always help you choose the necessary formats when ordering banners for Google Adwords.
What is clickTag and why does Google require it in HTML5 banners?
The clickTag parameter is a variable or, more simply, an intermediate link used by Google services to redirect the user to the advertiser's website after clicking on the banner. Similar parameters are used by all ad networks.
Let's try to explain plain language, how it works.
When a user clicks on a banner, a message is sent to the ad network:
“Such-and-such a site clicked on such-and-such a banner.”
The advertising service takes this event into account in its statistics and tells the user's browser which page to open for viewing (depending on the settings of the advertising campaign). On the technical side, the service informs the browser that the clickTag parameter (that is, the advertiser's website address) is equal to, for example: “www.your_site.ru”.
What is it for?
To account for click statistics, generate reports, and so that the transition address (for example, to another promo page or landing page) can be simply replaced in the advertising campaign dashboard, without making changes to the banner itself.
At the stage of creating a banner, the developer does not need to know the URL of the advertised page, it is indicated when adding the banner to the Google Adwords system in the advertiser's personal account. Google AdWords provides the advertiser with a complete set of tools for truly effective advertising campaigns.
Our experts will help you choose the necessary types and formats of Internet banners, which will be produced on time and in strict accordance with the technical requirements of AdWords.