The effectiveness of display advertising depends significantly on ad creatives and then on the attractive design, the choice of colors or the appearance of the product in the photo. But format, size, and quality images you use also matter.

Google supports a large number of ad variations. In order to simplify the creative process, we will talk about the most popular and effective formats of display ads. These formats will help you maximize your results and audiences, and avoid creating and testing ineffective ads.

Adaptive Banners

Such ads contain several different elements. The system will combine them with each other in such a way as to create an ad of a specific size that will fit into the corresponding ad units on information sites.

To create a responsive display ad, you need to upload images, logos, videos, text titles, and descriptions. Images must meet the following parameters:

Horizontal image 1.91:1.

  • Minimum size – 600 × 314 pixels.
  • Optimal size – 1200 × 628 pixels.

Horizontal image 1:1.

  • Minimum size – 600 × 300 pixels.
  • Optimal size – 1200 × 1200 pixels.

Logo 4:1.

  • Minimum size – 512 × 128 pixels.
  • Optimal size – 1200 × 300 pixels.

Logo 1:1.

  • Minimum size – 128 × 128 pixels.
  • Optimal size – 1200 × 1200 pixels.

To run an ad, you must upload at least one image of each type. The system most actively uses horizontal images, but by uploading several elements with different side resolutions, you give the system the opportunity to test more ad options and determine the most effective ones. These are the ones that will be shown the most.

When setting up a Performance Max ad campaign, it is also recommended to add a vertical image 4:5 to a responsive ad.

  • Minimum size – 480 × 600 pixels.
  • Optimal size – 960 x 1200 pixels.

Graphic Banner Ads

Graphic ads, unlike adaptive ads, do not include a text title and description. Instead, you can create ad creatives with text overlays of any design you like.

Google supports various sizes of image ads, a complete list of which can be found in Help. Some formats are more popular as they are suitable for display on most websites and are also more visible. After analyzing a sufficient number of campaigns, as well as open data on the popularity of certain formats, we have compiled a list of the best options for image ads. This will help you significantly save time and design budget without compromising the effectiveness of the campaigns themselves.

MPU/Medium rectangle: 300 × 250 pixels

A banner that appears on the side or in the middle of page content on a website. This is one of the most popular types of banners in terms of size, which shows the best results in CTR, and therefore brings profit to both the advertiser and the donor site. Also, this format looks great on both desktop and mobile devices. If your budget is limited, we recommend that you focus on creating MPU ads.

Leaderboard: 728 х 90 pixels

This is the second most effective banner after MPU. It is highly effective, as it is most often located at the top of the website page, and therefore easy to notice. It looks good on desktop as well as pages optimized for tablets.

Wide skyscraper: 160 × 600 pixels

These ads are placed in the sidebars of websites and quite often remain static while scrolling through the content. This format is effective due to the large area, which makes it visible and, as a result, guarantees good results.

These three ad formats are the most popular, both according to general and our own statistics. Therefore, we recommend them to get best results in reach and CTR while saving your budget.

Below is a complete list of the most popular Google Ads banner sizes for desktop display:

  • 300 х 250
  • 728 х 90
  • 160 х 600
  • 336 х 280
  • 300 x 600
  • 250 х 250
  • 200 x 200
  • 970 x 90
  • 468 х 60

Graphic banners for mobile devices

As mobile devices are highly popular, many advertisers are interested in displaying ads on them. And since the mobile version of sites and applications look different than the desktop version, it is best to create separate banners for phones.

According to Google, the most effective format in this case would be a 300 x 50-pixel banner. In addition, the following options are also popular:

  • 300 х 200
  • 300 х 100
  • 250 х 250
  • 200 х 200

Google Ads Image Ad Format Specifications

An image ad can be either an image or an animation. If you want to use static images, file types like JPG or PNG are fine. For animation, these can be GIF, JPS, APNG, and HTML5 files. All files must be of good quality, within acceptable sizes, and maximum 150 KB.

Need help creating and running ads? Contact us! We will find the most effective ad formats, design and create advertising campaigns that will show the best possible results.

FAQs

What is the most popular size for desktop banner?

The most popular sizes of banners for desktops: 300 x 250, 728 x 90, 160 x 600, 336 x 280, 300 x 600, 250 x 250, 200 x 200, 970 x 90, 468 x 60.

What banner sizes are best for mobile devices? 

The most effective banner size for mobile devices is 300 x 50 pixels. Other popular sizes: 300 x 200, 300 x 100, 250 x 250, 200 x 200.

What are responsive banners? 

Responsive banners contain several different elements (images, logos, videos, text) that the system combines to create an ad that fits the corresponding ad units on websites. 

How much does it cost to make a banner?

The cost of creating an advertisement banner varies depending on your needs and budget. You can find economical options through freelancers or online tools, or you can contact professional agencies for more complex projects. It is always useful to have a clear idea of your requirements and budget to find the best solution for your advertising campaign

How does image quality affect the effectiveness of banners?

Image quality has a significant impact on the effectiveness of banners. High-quality images contribute to better ad perception and increase CTR.

Is there a difference in the cost of displaying different types of banners?

Thus, the cost of display may vary depending on the format of the banner, its location, and other factors.

How to optimize banners for simultaneous display on mobile and desktop devices?

Optimizing banners for simultaneous display on mobile and desktop devices requires a thoughtful approach that takes into account different formats, loading speed, simple design, and the use of modern Google Ads tools. This will help to ensure the effectiveness of your advertising campaign on different devices and maximize your audience reach.

What are the general recommendations for banner design to increase their effectiveness?

Effective banner design in Google Ads requires a balance between creativity and practicality. Simplicity, a clear call to action, the use of branded elements and high-quality images, contrasting colors, readable text, testing, adherence to dimensions, careful use of animation, and a focus on a unique offer will help increase the effectiveness of your banners and achieve better results in your advertising campaigns.

How to analyze competitors’ banner ads to improve your own strategy?

Analyzing competitors’ banner ads is a powerful tool for improving your own advertising strategy. By using data collection tools, analyzing design, messaging, formats, targeting, and evaluating landing pages, you can find new ideas and improve your campaigns. This will allow you to create more effective ads that will attract your target audience and generate better results.