Graphic designers can use this article in preparation to create static and animated image ads for Google Ads.
The Google Display Network (GDN) broadcasts image ads across the internet. You see GDN ads on blogs, news websites, and some YouTube locations. Think of the last recipe blog you browsed for a cookie recipe — it was probably packed with ads. Those ads are served on the GDN.
You probably became annoyed with so many GDN ads loading on that recipe blog. Display ads can certainly be intrusive — that's why making a beautiful ad with a great call-to-action is essential. Exceptional display ads use:
- Clean design
- Readable text
- Pleasant imagery
- A call to action (CTA) that offers value
A professional graphic designer can easily apply their skills to GDN ads after learning a few essentials: file specifications (dimensions, size limits — always 150KB), creative best practices, and static and animated formats.
Ad specs & dimensions
Ad specs
Short and sweet: all display ads must be 150KB or smaller. Creativity can still thrive under such limitations.
- Make files 150KB or less
- Save static display ads as PNGs
14 common dimensions
The below dimensions are used in English-speaking countries. You only need the 14 most common dimensions in most cases.
- Skyscraper: 120×600, 160×600, 300×600
- Square and Rectangle: 200×200, 250×250, 300×250, 336×280
- Leaderboard: 468×60, 728×90, 970×90, 970×250
- Mobile: 300×50, 320×50, 320×100
Other ad dimensions are used in different countries: e.g., if you run ads in Poland, you'll need a unique 750×100 billboard ad. See the full list at Google's documentation.
Animated display ads
Animated display ads are exceptional; they increase the available space for your message, capture attention, and provide an opportunity to attract and inspire customers with art. These are called “HTML5” or “AMPHTML” ads, made in Google Web Designer.
It's not uncommon for a professional graphic designer to charge anywhere from $150 USD to $1,500 USD for a set of animated display ads in the 14 common dimensions.
What makes a successful display ad
Your display ad call-to-action and ad copy should match the current promotion campaign or offer. CTAs that make an offer are extremely useful on display ads — especially in display ads that are meant to lead directly to a sale. A free trial or 15%+ discount is typically seen as valuable.
- Free 30-Day Trial
- 4th of July Sale — Take 15% Off Till 07/04
- 15% Off Your First Order
Not all ads must include a sale or discount offer. Awareness-generating ads include compelling information about the product offer. Importantly, weave a somewhat subtle CTA, such as “free home delivery,” into the ad copy.
The CTA button
Display ads end with CTA buttons. Some ideas for CTA button text: “Shop now,” “Sign Up,” or “Get Free Trial.” Two words is ideal; three words is the maximum.
Summary
Google's documentation nearly says it all. If you haven't already, read their materials as your next step.
