What Is Banner Advertising? These Banners Work Best In Google Ads.
Banner advertising, often referred to as display advertising, is a form of online advertising that involves placing graphical ads on websites, apps, or other digital platforms. These graphic ads, known as “banners,” come in various sizes and formats but are typically image-based or include a combination of text and images.
Banner ads can be static or animated, and they are designed to capture the attention of website visitors and encourage them to take a specific action, such as clicking on the ad to visit the advertiser’s website or landing page.
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Best In Google ads
Banner advertising in Google Ads has its specifics. Many dimensions are used to best display to users in the places you choose or in the areas you leave the selection to Google’s machine learning.
If you have a big enough budget for your campaigns, definitely include a banner campaign in your marketing strategy. Choose classic or responsive banners. In our blog, we will introduce the most potent banners.
When creating a banner campaign, first set the goals that you want to achieve with such a campaign. Create smaller goals and one main goal. For example, purchasing an air conditioner is your primary goal. Smaller goals can be page visits from the banner, banner views (impressions), and the like.
These sizes of static banners are enough for you.
If the graphic artist has enough space and time, he can easily prepare all necessary banner sizes for displaying your ad on various platforms and devices. As a rule, however, there is no such time, and clients are looking for the most optimal solution. So that the graphic designer only spends hours adjusting the sizes of the banners. The Bannersnack application can be used to prepare multiple sizes quickly, but the result is only sometimes what you want.
The following sizes have worked for us for display advertising in Google:
We’ve tested almost every size that Google offers. After some time, we narrowed down this large group of banners to seven relevant ones, and from them, we then allocated a basic set of TOP banner sizes.
When designing banners, keep in mind that they must contain a clear message that you want to convey to your potential customers. As a general rule, try to fit in three to five words. It’s similar to a billboard. If you post a lot of text on it, no one will read it. It is the same with online banners.
You only have a few seconds to impress the customer with a visual
The banner should not lack a Call to Action (CTA) button. A simple control with a short, concise prompt that directs the potential customer to the goal you expect from him. A CTA doesn’t always have to be just a button. If you manage to create a strong headline for your banner that makes the customer click immediately, you’ve won. In most cases, however, we recommend placing the CTA button on banners. It was always so visible and distinguishable. If you have a design manual, stick to it.
You cannot use the design manual in responsive banners.
If you need more budget to prepare static banners, Google has also designed a more straightforward version (and it is also more effective). Responsive banners.
Preparing responsive banners is easier. It is a combination of text and image advertising. Such advertising uses automation. This means that Google creates different combinations of text and images that you give it. It then displays the most successful combinations and brings the desired results. As a rule, it’s much better than a classic static banner ad. Google’s goal is for users to use more responsive banners (although they are only sometimes so graphically lovely), which is why it has strong support.
To run a responsive banner advertising campaign, prepare these image sizes. Here are the promised sizes:
- For the rectangle, you need 1200 x 628
- For a square: 1200 x 1200
- Logo: 128 x 128 and more
Choose an exciting photo without text. You enter the texts in the prepared columns. Google creates banners (or videos) from these materials and displays them to users on the Internet. Try to schedule the readers so that they make sense in any combination. Your responsive ad may show nonsense. However, remember that no matter how lovely your photos are for a responsive ad, the very automation that helps display ads can make them not always look appealing. The graphic artist sometimes gets stuck in his head. However, these are exceptional cases.
Do everything for better results.
We achieve excellent results with responsive banners in our agency, and many of our clients have replaced classic flags with responsive ones (or started to combine traditional banners and responsive ones with a more responsive advertising budget allocation). It’s a way to effectively and quickly get a high reach of potential customers.
Responsive ads now give great opportunities for creative improvement. Through Additional Format Options, we have three options to edit the resulting banner. It can be a short video or a native ad that takes text and image resources from a website. Such ads have a pleasant effect and increase the conversion rate.
Banner advertising is a popular method for businesses to promote their products or services online. It can be effective for brand awareness, lead generation, and direct response marketing. However, its effectiveness depends on factors such as the quality of the ad design, ad placement, and the relevance of the ad to the target audience. Over the years, the effectiveness of banner advertising has been debated, with some users becoming ad-blind or using ad-blockers to avoid these ads, leading to the evolution of newer forms of digital advertising.