Do you use the most popular and effective Google display ad scales to make your campaigns successful?

As you begin to design the ad creatively for your next online advertising campaign, one of the first things you need to decide is how to scale your ad banners. The Google Display Network supports a wide range of banner sizes, which can sometimes make strangers choose the one that seems most convenient and move on to creating ads.

Surprisingly, this is usually a bad move.

The Google Display ad sizes you choose can have a huge impact on the overall success of your campaign. Even if you know how to create visual ads, choosing the wrong sizes for your campaign will waste your hard work.

Every digital marketing expert should be aware of the best performance and most common ad levels supported by the Google Display network. In this resource, we will highlight the most popular Google display ad levels, explain the relationship between ad size and performance and provide you with a cheat sheet of visual ad sizes that work best on the Google network.

What you need to know about display ads sizes

Available data show that larger ad sizes work better than smaller ads. This seems very logical because a big ad will take up more space on the screen and attract the viewer’s attention. They have higher average click-through rates and are more likely to receive changes to the larger ads after each click.

But that doesn’t mean digital marketers should only offer large display ad volumes. Doing so can be harmful in most cases.

This is because of how Google’s ad listing affects the availability of visual ad space on its network. Google holds a lot of inventory for medium and small advertising spaces, while large ad spaces have relatively less inventory.

An advertiser who publishes large-scale ads exclusively can achieve high CTR, but not enough access or diversification.

To maximize the range of their visual ads, digital marketers need to choose the combination of the most popular and best-performing ad sizes, for which they have sufficient inventory. To make this easier, we will review the ten most popular Google display ad levels.

Top 10 Most Popular Google Ads Display Sizes

250 x 250 – Square

The 250 x 250 ad size is available for word and visual ads on computers and mobile devices. Although one of the most common displays advertising sizes, Google states that inventory is generally limited and that display ad of this size may perform poorly as a result. Square ads are small, so advertisers should expect them to perform better with larger ad formats.  As it turns out, rectangular banners work better than square banners.

200 x 200 – Small Square

Small square ad size is the smallest version of a square ad. It is also available for text and image display ads on desktop and mobile networks, but again inventory shortages can lead to poor performance (especially since the ad itself is very small).

468 x 60 – Banner

At 468 pixels wide and just 60 pixels high, this display shows a classic high-of-the-banner ad. Despite being one of the most usual ad sizes on the Internet for the past two decades, performance for 468 x 60 ads has decreased with the increase of the leaderboard design.

728 x 90 – Leaderboard banner

Leaderboard banners represent the highest performance Google Display ad size. They make the 468 x 60 banner highly customizable, making it the first choice for the ad space at the top or bottom of the page. When purchasing this ad size, make sure you are buying top-of-the-page slots as opposed to the slots below the page that are not often viewed.

300 x 250 – Inline rectangle

The inline rectangle is usually the largest Google display ad volume on the network. You may also have heard of this ad scale called “MPU”, which refers to the mid-unit or multi-purpose unit. These ads are usually used to split the text in the middle of the pages. They can be used to stimulate the lightbox advertising experience or to enable video advertising.

336 x 280 – Large rectangle

The large rectangular shape generally works best, so you should consider this when designing your PPC campaign, but there is also a shortage of inventory as most ad hosts prefer the more efficient 300 x 250 inline rectangular design.

120 x 600 – Skyscraper

Because skyscraper ads are tall and slim, visitors face them gradually as they scroll down the page. Although the 120 x 600 format is still common on the Google advertising network, it has become unsupported due to the success of the wider and larger skyscraper advertising formats. Google also reports a shortage of inventory that could lead to poor advertising performance.

160 x 600 – Wide Skyscraper

The White Skyscraper version is a wider version of the typical skyscraper, which means more visibility and more clicks for advertisers. Google says there is a lot of inventory for this ad size but advises marketers to create both text and visual versions to improve their results.

300 x 600 – Large Skyscraper

Also known as half-page advertising, the large skyscraper design takes up 180,000 pixels on the screen. Makes it easy to get users’ attention with large size, video, or expandable ad format.

970 x 90 – Large Leaderboard

The large leaderboard is an expandable ad format that appears at the top of the page before expanding to 970 x 415 and pushes down the remaining page contents to create space. Larger leaderboards have the potential to deliver exceptional brand experiences, but they are still relatively new and less used.

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