Google Advertising; You may have joined the Google Display Network to gain more customers or to initiate a retargeting campaign. However, it is not enough to be included in this network to meet these goals. You must create various ads for this goal. Google‘s video will help you find answers to the following questions:
What sizes should you choose for Google display ads? Is one or two different options needed? What should you add to the ads you create? Can you do different things to get better performance?
With display advertising, the best way to go is to go further than the text. By providing images, text, colors, buttons and animations, you can manage your message more effectively.
You can use this guide to put together all the information you need to achieve the performance you want in your Google display ads.
1. Display Ad Sizes
|Ad Size||Name||Where is it located?||Supply|
|300×250||Medium Rectangle||Inside or at the end of articles||Good stock|
|336×280||Large Rectangle||Inside or at the end of articles||Good stock|
|728×90||Leaderboard||Above or within posts||Good stock|
|300×600||Half Page||Right or left side||Growing stock|
|468×60||Banner||In small parts or on the left side of articles||Limited stock|
|234×60||Half Banner||In small parts or on the left side of articles||Limited stock|
|120×600||Vertical||Sites side areas||Limited stock|
|160×600||Wide Vertical||Sites side areas||Good stock|
|970×90||Big Leaderboard||At the top of sites||Limited stock|
|200×200||Small Square||Right side areas of sites||Limited stock|
|250×250||Square||Right side areas of sites||Limited stock|
The most important question that will come to your mind after you have learned about these dimensions is clear. How important is size in ads? The second question you can think of is which dimension you should choose. Ad size is very important for the start. This is very important for your campaign and has a direct impact on the performance of the campaign. Less popular sizes that will be included in the campaign you create will reduce the amount of views as well as the performance of the campaign.
If you have a low amount of exposure in ad campaigns, you should turn to more popular dimensions. Many sites use 300 × 250, 728 × 90, and 160 × 600 ad sizes on ad placements. Each of these is available in 180 × 150 sizes with globally accepted advertising standards.
In terms of display ads, even if these are globally accepted sizes, there are also ad sizes that are popular in certain countries. The most popular ad size in Russia is 240 × 400. In Sweden, 980 × 120 ad size is quite popular and the second place is 250 × 360 ad size. In Denmark, the most popular ad size is 930 × 180. 750 × 300, 750 × 200 and 750 × 100 are the most commonly used sizes in Poland.
2. Species and Accepted Formats
There are three different types of ads for display ads: static, animated, and interactive.
The accepted formats for static ads are JPEG, JPG, PNG, and GIF. Animated ads can be added as GIF or SWF. Interactive ads are different from animated ads because the user needs specific action. They can only be loaded as SWF.
Choosing the right ad type is not the same as choosing ad size. Animated and interactive ads are much more efficient than static ads. The action draws the user’s attention as an important factor and can help you tackle the so-called advertising blindness. Using too much animation at the same time can make the ad look bad.
There is another factor that needs to be considered when trying to determine the ad type. Most sites accept static ad formats.
You should focus on customers when choosing static or animation type ads. You should ensure that display ads and other offers you offer are as engaging and interactive as possible.
3. Technical Requirements
All display ads, whether static or animated, must be 150KB or less.
Animated or interactive ads must be 15 seconds or less. You should know that you are free to use repeats in ads. However, the animation length should not exceed 15 seconds.
GIF-type ads with multiple slides must have a speed of 5 frames per second. It is possible to upgrade up to 20 frames per second for Flash ads. ClickTAG options are required for all Flash ads.
4. Display Content
Ads running on the Google display network require compliance with several rules. You must adhere to these rules, especially for what you have presented in the ad.
If you use images, you should make sure that they are clean and easy to remember. You should be aware that you do not have permission to use glowing backgrounds and blurry images in ads.
- Must use all fields correctly in your ads. You should know that you cannot place more than one copy in the same ad.
- Should not attempt to emulate site content, news or text ads.
- You should not cheat to encourage users to click on ads. You should try to avoid any manipulation in the system.
- Your ads should have a distinct appearance and should be perceived as ads when they first appear. Ads should be easily parsable from page content. If you’re using a white background, make sure the ad contrasts with the border.
- You can repeat animated features or thumbnails as long as the ad appears on your landing page.
5. Restricted Content Categories
You should know that even if you can advertise many products and services within the Google Display Network, you can’t use ads in a few sensitive categories:
- You may not create violent ads against an organization, a person, a group of people, a race or ethnicity, color or religion. In addition, you may not advertise for incompetence, sex, age, sexual attitudes or gender identities.
- May not advertise beer, wine and other alcoholic beverages.
- You may not create ads related to escort services and similar topics.
- May not advertise gambling related products such as casinos.
- You may not create advertising of any kind.
- You may not create ads for sites that contain or market malware.
5 Tips for Excellent Display Ads
Now you’re familiar with ad sizes, and you should know which will get enough views. You can now decide for yourself how high the ad will be. In addition, you are now familiar with categories for which you are not allowed to create ads.
If you want to create a good ad from this point on, you can pay attention to the tips below.
1. Focus on Customers
The first thing you should consider when designing ads is the customers you address. If you want to receive clicks and convert clicks to sales, you should attract the attention of the target audience. You can bring together a few elements and give them a few facts to win their attention.
With these questions in mind, you should brainstorm and try to discover what is best for your customers. If you have important offers or offer a free trial, you should include them in the ad copy. Each of the words “free, special offer, limited and discount” are powerful words to draw attention to.
2. You Must Use Branding
Adding elements that belong to your company will increase your audience’s trust in you. Using your logo, you can help customers recognize and remember you at all times.
If your ads resemble your landing page, you can achieve better user experience. People don’t always like surprises. When you take them to landing pages unlike the ad you’re serving, they’ll quickly leave your site.
3. You must add a temporary message to the action
There is no need to say anything special about it. People who view the ad will not do anything if they do not encounter any call-to-action. You should add a call-to-action to the ads you create, so that your ads tell users something.
4. Consider the Importance of Design
No matter what you do, you should stay as far away from adding a lot of ads as possible. If you don’t, your ad will do nothing but look crowded. Your design should be simple and you should take care not to use too much color in it. Poor design will eliminate trust and reduce the performance of your campaign.
You should also continue to follow a specific rule about the font. You should use the Verdana, Tahoma, Arial or Roboto font and make sure it is at least 9 pixels.
5. Testing, Testing, Testing
You don’t know what works without experimenting. Display advertising will give you some control over how to identify who will see ads. Each business has its own approach, but if you don’t test to determine what works, you will always fail.
You shouldn’t forget to test not only ad sizes, but also headers, background images and other call-to-action.
You may want to attract new customers or win back old customers. Display ads are one of the most important ways to achieve this.