When creating display ads for the Google Display Network (GDN), understanding ad sizes and formats is crucial for a successful campaign. Choosing the right sizes ensures your ads can appear across a variety of websites, apps, and devices. In this blog, we’ll explore the most popular ad sizes, the importance of responsive display ads, and how to optimise your designs for maximum performance.
Standard Google Display Ad Sizes
Google supports a wide range of display ad sizes, ensuring your campaigns reach the broadest possible audience. Below are some of the most commonly used sizes for static and dynamic ads:
| Ad Size | Name | Best Usage |
| 300×250 | Medium Rectangle | Ideal for mobile and desktop placements. |
| 728×90 | Leaderboard | Best suited for desktop website headers. |
| 160×600 | Wide Skyscraper | Perfect for sidebars on websites. |
| 320×50 | Mobile Banner | A must-have for mobile devices. |
| 970×250 | Billboard | Great for creating a large, impactful ad. |
| 468×60 | Banner | Commonly used in desktop content areas. |
| 300×600 | Half Page | Ideal for visually rich ads. |
Using these sizes ensures your ads fit seamlessly into available ad spaces, increasing visibility and engagement.
Responsive Display Ads
Responsive Display Ads are an advanced, flexible ad format that uses machine learning to optimise your campaigns automatically. Instead of designing static ads for every size, you upload individual assets like headlines, descriptions, images, and logos. Google then combines these assets in countless ways to create ads tailored to different placements across the Display Network.
Here’s how Responsive Display Ads work:
- You provide Google with your ad assets: headlines, descriptions, images, and logos.
- Google’s algorithms mix and match these assets to create high-performing ads.
- These ads adjust their size, appearance, and format dynamically to fit any placement.
By leveraging Google’s machine learning, responsive display ads continuously optimise for better performance, ensuring you get the best return on your investment.
Asset Requirements for Responsive Display Ads
To create effective responsive display ads, you need to provide assets that meet Google’s specifications. Below is a quick guide to the required and recommended assets:
Text
| Type | Maximum Length | Quantity | Required |
| Headlines | 30 characters | 1–5 headlines | ✓ |
| Long headline | 90 characters | 1 headline | ✓ |
| Descriptions | 90 characters | 1–5 descriptions | ✓ |
| Business name | 25 characters | 1 name | ✓ |
| Call to action | Automated | 1 call to action | ✓ |
Images
| Type | Ratio | Recommended Size | Quantity | Required |
| Horizontal | 1.91:1 | 1200×628 pixels (min 600×314) | 1–15 images | ✓ |
| Logo | 1:1 | 1200×1200 pixels (min 128×128) | 1–5 images | ✓ |
| Logo | 4:1 | 1200×300 pixels (min 512×128) | 1–5 images | ✕ |
| Square | 1:1 | 600×600 pixels (min 300×300) | 1–15 images | ✓ |
Videos (Optional)
| Type | Ratio | Recommended Length | Quantity | Required |
| Horizontal | 16:9 | Preferred: 30 seconds | 1–5 videos | ✕ |
| Square | 1:1 | Preferred: 30 seconds | 1–5 videos | ✕ |
| Vertical | 2:3 | Preferred: 30 seconds | 1–5 videos | ✕ |
Why Responsive Display Ads Matter
Responsive Display Ads offer several key advantages:
- Simplified Creation Process: You upload assets instead of creating ads for each size, saving time and effort.
- Wider Reach: These ads adapt dynamically to fit virtually any placement, increasing your campaign’s exposure.
- Machine Learning Optimisation: Google tests and prioritises high-performing combinations for better results.
- Enhanced Flexibility: Your ads can appear in both rich formats and simple text-based designs, depending on the context.
By using responsive display ads, you ensure your campaigns are agile, effective, and optimised for success.
Best Practices for Google Display Ad Sizes and Responsive Ads
To maximise your campaign’s success, follow these best practices:
- Include Multiple Assets: Provide Google with a variety of headlines, descriptions, images, and logos. This ensures more combinations are tested for performance.
- Prioritise Quality Visuals: High-quality images and logos are essential for creating professional, engaging ads.
- Focus on Engaging Headlines: Craft compelling headlines that grab attention and communicate value.
- Optimise for Mobile: Ensure your images and text are mobile-friendly, as a large percentage of display ad impressions come from mobile devices.
- Monitor and Update Regularly: Use performance data to replace underperforming assets and refine your targeting.
Conclusion
Understanding Google Display Ad sizes and leveraging the power of Responsive Display Ads can transform your digital marketing strategy. By combining the right ad sizes with optimised assets, you can create campaigns that deliver excellent results across devices and platforms.
Start incorporating responsive display ads into your campaigns today to maximise reach, efficiency, and performance. Whether you’re promoting a product, service, or brand, this versatile ad format will help you achieve your goals.
