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Display ads
Hi,
I’m trying to get better in lauching display ads through Google Ads. We set up retargeting campaigns for clients so we ask them to deliver the formats. However, as we know, 19 formats are supported for classic display ads. **Which ones are the most important**? It’s perhaps not a logical question, but asking a client for 19 different formats for every campaign is a big hassle for them.
Thanks in advance!
Best,
Willem
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5 Replies
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I have seen that square formats have an advantage over the other rectangle ones. I might vary from business to business though.
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The only ones that really matter are 300×250, 300×600 and 728×90.
That covers 90% of website real estate.
Edit: sorry messed up the size for the half page ad
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I recommend these:
* 250 x 250 – Square.
* 200 x 200 – Small Square.
* 468 x 60 – Banner.
* 728 x 90 – Leaderboard.
* 300 x 250 – Inline Rectangle.
* 336 x 280 – Large Rectangle.
* 120 x 600 – Skyscraper.
* 160 x 600 – Wide Skyscraper.Also, I suggest you transition to Responsive Display Ads. They are easier to create and maintain, and perform about 2x as well (CTR) as traditional banners in most cases.
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I tend to request 5 sizes for GDN:
336×280
300×600
728×90
320×100
300×250The first three are desktop sizes, the next one is mobile-only, and the last one works on both. I’ll request more (250×250 usually, sometimes 160×600) depending on the campaign buy the first 5 are usually enough.
Depending on your goals Responsive Display is currently going to be your most efficient option. You’ll need at least one 1200×628 and one 1200×1200 image, along with a square logo (at least 144×144) and then you’ll need some headline/description text. These ads appear in a variety of placements that typically drive more clicks than other GDN formats.
The best part of Responsive ads is you can re-use the creative to make a Gmail or Discovery ad and get *even better* results! These ads appear in places people are already predisposed to “clicking out”, and therefore have generally better CTR.
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As advertisers, we always had trouble running display ads on mobile devices. In the last few years, there has been an improvement in mobile focussed banner ad services. The features which help you are:
**1) Ads resized for Mobile Screen:** The ads will seamlessly work on all devices. Tablets, Mobile, desktops. You don’t have to create a separate strategy each time.
**2) Anchor Ad Format:** This new format will make your advertisement stay on the bottom of the user’s screen as they scroll, rather than moving along with the scroll
**3) Tools to Make Existing Ads Mobile Ready:** Google Ad gallery has tools which will make your desktop ready ads also suitable for mobile devices.
With Mobile display focussed ads, [Adword display advertising](https://www.radon-media.com/display-advertising-services/) can now focus on mobile conversions.
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