Over the past few years, Google has been developing responsive display ads and encouraging advertisers to use responsive display ads instead of rendered banners of certain sizes. However, there are times when an advertiser cannot opt out of standard display ads.
Thus, Konstantin Naychukov, eLama’s eWagenist, notes that rendered banners are needed if a company wants to control the appearance of ads or needs to use certain graphic elements and fonts. You can also draw banners manually if you need to display ads on specific sites and placements, for example, when launching display ads and overlays for YouTube.
Today we will talk about which banner sizes should be created in the first place, and we will give some recommendations on how to create them.
Things to Consider When Preparing Banners by Hand
It is recommended not to give preference to just one size, even if it works well, but to create several variants of different sizes. That’s why:
The owners of the partner sites included in the CCM place different ad units on their resources. Not all sites have a block in which your banner fits well. To show on as many sites as possible, you should use different banner sizes.
Not all banner sizes are displayed correctly on mobile devices. There are special sizes for smartphones adapted for viewing on mobile screens. Therefore, if you want to reach users on different devices, you need to create banners for both mobile and desktop.
Google itself may try to fit the banner to an ad unit for which it is not intended. As a result, the ad may be truncated so that important elements are missing.
When uploading your own banners, add separate objects to create responsive display ads. They will appear in places that your ad is not suitable for.
In order to cover as many platforms and devices as possible, as well as to be sure that the ad is displayed correctly, you need to create banners of different sizes. You don’t have to use all sizes, especially if you have limited design resources. Ppc.world marketer Aleksendr Panfilov recommends manually uploading the most popular banner sizes and using responsive display ads for the rest.
The ppc.world marketer Victoria Mikhalitsyna first of all loads banners with dimensions 728 × 90, 300 × 250, 300 × 600 – these are the ones that account for the most impressions. Let’s take a closer look at these and other banner sizes that Google itself recommends using in the first place. We will also show how they look on the site.
Vertical rectangle 240 × 400
According to Google, this format is the most popular in Russia. This format is probably so widespread because this banner size is used for advertising in YAN. Publishers place such a block on their sites, since both Direct and Google Ads ads can be displayed in it.
Medium rectangle 300 × 250
This is one of the most popular banners on the Display Network. Ranked first in the list of options that are recommended by Google.
The banner is more compact, unlike other large sizes, for example, 300×600, does not take up too much space and therefore does not distract the user.
Large rectangle 336 × 280
This banner is slightly larger than the previous one and takes up a lot of space on the site. It works well when placing an ad unit at the end of an article or embedded in text. Suitable if you want your ad to be more visible and more conspicuous than using a medium rectangle.
Full size banner 728 × 90
A full-size banner usually appears at the top of the page, above the main content and on forum pages, or follows the user as they view the page. Suitable for pages optimized for tablets.
Large skyscraper 300 × 600
The vertical format, takes up a lot of space on the page, is suitable for reach campaigns – when the advertiser needs to get as many people as possible to see the ad.
Foreign experts often call it a half-page banner. In fact, it does not take up half a page, but about a quarter of the screen.
Mobile banner 300 × 50
This banner is recommended if you want to display ads on mobile devices. It is optimized for smartphones and looks good on all devices, as opposed to full size, where elements may be difficult to distinguish on some devices. Usually, a mobile banner is shown at the bottom of the page, sometimes – on the contrary – at the top, above the main content.
If you want to reach the audience of mobile devices, we recommend that you add this banner.
A few tips for banner design
It is not necessary to order a banner from a designer; you can make it yourself in simple editors, for example, Canva. And to make advertising more attractive and effective, follow the advice of ppc.world designer Anna Lapchenko:
Strive for simplicity… Leave more air on the banner – white space. Don’t turn the banner into a colorful collage of different images and elements. One picture, one text message, one call to action, one brand element (like a logo) is enough.
Graphics should match the brand style and landing page design… Use corporate colors, shapes, fonts.
Remember visual hierarchy… The most visible elements in your ad should be a sales pitch and a call to action. Place the logo in the corner of the banner, preferably in the upper left corner.
Make the call-to-action button as visible as possible, contrasting with other ad elements… Place it at the bottom, but not at the very edge, so that it does not accidentally cut off. The call to action should be clear and understandable: subscribe, order, register, etc.
Use the shortest and most understandable headlines… One banner – one message, one message. Otherwise, the user may not understand what target action you expect from him.
Choose bold or bold sans serif fonts (Sans Serif).
Banner images must be relevant to the product… This is not necessarily an image of the product itself, you can use metaphors, associations, surreal elements. This will make your ad more interesting.
If you use photos, make sure they are excellent quality, not cloudy or blurry. When there is a photo of a person on the banner, it is better that the face is friendly and the gaze is directed towards the camera. When possible, add graphic effects to your photo to create an unusual and eye-catching visual effect.
If you apply animation, make sure she was not too harsh and did not distract from the main message.
But don’t forget about responsive ads. According to Google, the use of not only downloadable image ads, but also responsive display ads allows advertisers to increase their conversions by an average of 50% for the same cost per conversion. Remember, automation is the future!