Want to impress your customers with beautiful graphics? With image ads, you can capture the attention of users browsing websites in . This network includes thousands of sites and applications ranging from online newspapers to blogs and Google websites. The combination of images and text will help to interest potential visitors to your web resource.
Consider an example. Let's say you're selling hand-knitted scarves online and you want to attract more customers. You can do this by creating image ads with photos of scarves and targeting online stores for clothing and accessories on the Display Network. If you're not too worried about sales volume and just want to make your brand known, then image ads can be placed on blogs or knitting forums.
An image ad is a type of AdWords ad that represents an image of an advertisement.
An image ad is an image with information about your company, products or services. When a user clicks on it, they are taken to your website.
Often, advertisers refuse to use image ads in Display Networks due to the need to involve a designer, additional costs and the duration of their implementation. But, as practice shows, graphic banners work better in the Display Network than text ones - they occupy large area and attract attention with animation, colors and images. In addition, their cost is not much different from the cost of text ads, and sometimes even lower.
Image ad sizes and formats
Before creating an ad in AdWords, you need to prepare an image of the right size and format. Its parameters depend on where the advertisement should be displayed: on conventional computers or mobile devices Oh.
You can use multiple ad formats in the same AdWords account (in some cases, even within the same campaign).
IN Google AdWords you can select an automatically generated ad in the section Ad Options. Such an ad automatically scales to any size and ad unit without any effort on your part. Thus, you can not only expand the campaign's reach on the Display Network, but also adapt its characteristics for mobile devices and desktop PCs.
On this moment the following static (non-animated) image file formats are available: GIF, JPG, JPEG, PNG, SWF. Maximum size: 150 KB. The following sizes are supported:
Square (250 x 250)
Rice. 41.2. Image ad in Google AdWords Square (250 x 250). Small square (200 x 200)
Rice. 41.3. Image ad in Google AdWords Small square (200 x 200). Ads of this size can be displayed at the top or bottom of the page, as well as on the side of the body text.
Banner (468x60)
Rice. 41.4. Image ad in Google AdWords Banner (468 x 60).Full size banner (728 x 90)
Rice. 41.5. Image ad in Google AdWords Full size banner (728 x 90).Ads of this size can appear at the top, middle, or bottom of the page.
Embedded Rectangle (300 x 250)
Rice. 41.6. Image ad in Google AdWords Embedded rectangle (300 x 250). Ads of this size can be displayed at the top or bottom of the page, as well as on the side of the body text.
Large Rectangle (336 x 280)
Rice. 41.7. Image ad in Google AdWords Large rectangle (336 x 280). Ads of this size can be displayed at the top or bottom of the page, as well as on the side of the body text.
Skyscraper (120 x 600)
Rice. 41.8. Image ad in Google AdWords Skyscraper (120 x 600).Ads in this format can appear on the left or right side of the page.
Wide skyscraper (160 x 600)
Rice. 41.9. Image ad in Google AdWords Wide skyscraper (160 x 600).How to Create an Image Ad in Google AdWords
You can create an image ad in two different ways:
- Take advantage of variations that AdWords generates based on the text ads you have and images from your site. You just have to select the appropriate files, modifying them if necessary.
- Upload a pre-made image ad.
For image ad options, follow these steps:
- Click Campaigns.
- ads.
- Click the button + ANNOUNCEMENT and choose Graphic ad.
An image ad cannot be created if you have selected the campaign type "Display Network -> Engagement", "Display Network Only -> Settings mobile application” or “Display Network Only -> Mobile App Interaction”.
Rice. 41.10. Create an image ad in Google AdWords. - In the Choose how you want to create an image ad dialog box, click the pencil icon and enter your site's URL.
- Click the button Create an ad.
The system will create ad variations related to your site's content.
- Find the most suitable one, and then click on the link in its window View all options.
- In the "Choose ad size" section, check the boxes next to the layouts you want and click OK.
- In the View Ad Options window, click the drop-down menu Choose an ad group, navigate to the desired campaign and click on the name of the ad group.
- Click the button Update Options.
- Click OK.
To upload an image ad, follow these steps:
- Click Campaigns.
- On this page, open the tab ads.
- Click the button + ANNOUNCEMENT and choose Graphic ad.
- In the Choose how an image ad is created dialog box, click Download ad.
- Drag or select files for an image ad.
- Select an ad group and enter the required information.
- Click the button Save.
How to create effective image ads?
Display ads provide a lot of room for experimentation: by combining templates, colors and content, you can make your ads catchy and attractive.
Make the call to action prominent, such as placing it on a button
This is especially important if the ad is based on graphic elements, because the user may not know which part of the ad to click on to go to the landing page. And if the style of the ad and the site are really similar, it may not even be clear to customers that they are in front of an advertisement! Do not make users guess and search for a link for a long time.
In addition, people want to know what they will see when they click on your ad: Additional information, offer to buy or something else. Notify in advance potential clients what they can see.
Rice. 41.11. Call to action button. Make your ad proportional
Text and images in a display ad block should be proportional to each other, as well as to the size of the ad as a whole. Check your ad in all sizes and adjust the images if necessary. To achieve best results, follow the advice:
- The images must be clear and easily recognizable and fit within the outline of the ad. They must not be cut.
- The text should be as simple, clear and readable as possible. Lines of text must be complete and meaningful. There is nothing worse than abbreviated text!
Experiment with various options ads
Can't come up with an interesting ad? Use templates to create content based on existing image ads and images from your site. After that, you will only have to choose the appropriate options and, if necessary, correct them.
Include prices and special offers in your ad
If you have something exclusive, please let us know. Users resort to Internet searches to obtain additional information and make any choice. In order for them to turn to you, mention in the advertisement something that may interest them.
Use words like special offer , coupons, discounts, promo codes And sale so that visitors are immediately interested in your promotions.
Create a relevant landing page
Analyze the landing page - the section of the site to which the ad leads. Use a clear call to action to engage visitors. For example, if your ad includes the phrase "Call us", be sure to include a work phone number on the landing page. And if your ad has "Limited Offer" text, be sure to add that information to your landing page.
Use ads of different sizes
Create three or four ads in each group with different text and images, and then compare them. AdWords can automatically select the best-performing options and show them more often. This will allow you to act based on practical data, not guesswork.
Be mobile
Show: phones, smartphones, tablet PCs.
How to order advertising in Google AdWords
Do not want to delve into the basics of contextual google ads AdWords? Contact the professionals! We will perform preliminary analytics for you free of charge. To do this, you need to register and with the type Google account AdWords. After 4-8 business hours, we will send the results, which will include information on the average cost of a click, audience size, budget forecast and instructions for further actions.
If you find an error, please highlight a piece of text and click Ctrl+Enter.
Banner advertising opens up a wide range of opportunities for advertisers. A variety of formats and sizes allows you to flexibly manage ads in accordance with campaign goals. With the help of banner advertising in Google AdWords, you can not only attract visitors to the site, but also tell about promotions, special offers for your customers, new products and services. Most importantly, it can be done in the most advantageous way.
AdWords banner ads appear on the Google Display Network. The GMS includes more than 2 million sites and covers about 90% of Internet users. By placing ads here, you can broadcast ads on a variety of resources: websites, videos, mobile applications.
Advantages of banner advertising in Google AdWords:
- Increasing brand awareness (product, service, trademark).
- Target coverage. Advertising is shown only to an interested audience (interests, socio-demographic indicators of the audience, geotargeting, time targeting, the ability to interact with users who have already seen ads - remarketing).
- Simple control.
- Launch efficiency.
- The ability to place advertising banners on any sites.
- Predicted result (impressions, reach, clicks, CTR, etc.).
Finding your audience on the Google Display Network is easy. Several targeting options are available to show ads to potential customers in right place and at the right time.
Targeting options available for setting in the Google Display Network:
- breakdown of key queries by thematic principle;
- combining queries into groups of 5–20 keywords;
- use of brand queries and queries on competitors' brands;
- the keywords in the group must be related;
- use of queries consisting of 2-3 words.
Locations.
You can independently choose sites that are close to your audience. For example, when advertising cosmetics, you can choose to place sites that are visited by a female audience - blogs, magazines, Internet portals.
Select topics to target a range of pages on a specific topic.
Interests and remarketing.
Interests:
- interest audiences;
- special audiences;
- audience of interested buyers.
Remarketing:
- remarketing lists;
- lists email addresses clients;
- look-a-like.
Use audiences to find new customers and keep existing ones. Lookalike audiences and in-interest audiences allow you to reach users who are highly likely to become your customers. Remarketing lists will help you re-engage users who have already visited your site.
demographic data.
You can select the demographic groups you want to cover. Gender, age and parental status are available for customization. For example, when advertising baby food, we select a female audience of 20–30 years old who have children for coverage.
Keywords.
When choosing keywords for the display network, you should be guided by the following principles:
There are many ad formats available on the Display Network. You can use your own image ads. GIF, JPG, jpg, SWF, ZIP formats are supported. You can also use responsive ads to display image ads, which change in size and design depending on the format of the ad space. These ads can be prepared by yourself right in the Google interface.
- static-banner-images (no animation)
- animated - GIF, Flash, HTML5. These formats allow you to personalize the design by combining images and animations, interactive elements.
The requirements for different formats are also different.
Image ads without animation
File types |
|
|---|---|
| Formats | gif, jpg, jpg |
| Maximum size | 150 Kb |
| Ad sizes | mm |
Square and Rectangle |
|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
Animated image ads
| File type | gif |
| file size | No more than 150 Kb |
| Image sizes | mm |
Square and Rectangle |
|
|---|---|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | Triple widescreen ad |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | Half page ad |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | Large full size banner |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
| Animation duration and speed | The duration of the animation should not exceed 30 seconds. Animated GIF ads must play at no more than 5 frames per second |
HTML5 declarations
File types |
|
|---|---|
| Formats | ZIP archive with HTML files (may also contain CSS, JS, GIF, jpg, JPG, JPEG and SVG files) |
| Ad sizes | mm |
Square and Rectangle |
|
| 200x200 | small square |
| 240×400 | vertical rectangle |
| 250×250 | Square |
| 250×360 | Triple widescreen ad |
| 300×250 | Embedded Rectangle |
| 336x280 | big rectangle |
| 580 x 400 | netboard |
Skyscraper |
|
| 120x600 | Skyscraper |
| 160×600 | wide skyscraper |
| 300×600 | Half page ad |
| 300×1050 | Book |
Full size banner |
|
| 468×60 | Banner |
| 728×90 | Full size banner |
| 930×180 | Top banner |
| 970x90 | Large full size banner |
| 970x250 | Notice boards |
| 980×120 | Panorama |
Mobile devices |
|
| 300×50 | Mobile banner |
| 320×50 | Mobile banner |
| 320x100 | Big mobile banner |
| Supported file sizes | No more than 150 Kb |
Be sure to analyze the statistics on ads. With its help, you will be able to identify the most susceptible to advertising segments of the audience. To increase the number of banner ad conversions (purchases, calls to the company), adjust the settings based on AdWords data. This will increase the effectiveness of campaigns and help you achieve your goals.
How much does advertising on Google cost?
The AdWords system works on the principle of an auction. This allows you to save money by getting best places accommodation. Three billing models are offered:
- Transfer fee. The best option, if the advertising campaign is focused on attracting additional traffic.
- Pay for impressions. An excellent solution in case of promotion and popularization of the brand. In this case, the advertisement will be able to be seen by a wide audience belonging to the target group.
- Pay per conversion. Using a tool called "Conversion Optimizer", you can set the maximum price for a certain action on the site - purchase, order, registration, etc.
If you follow all the basic principles and rules for creating and setting up banner ads on Google, you will definitely find new users interested in your services.
The fact that banner advertising on the Google Display Network is effective and fully justifies the investment has been confirmed by numerous clients of the Demis Group. You also have the opportunity to evaluate the benefits of this method of promoting a brand, product or service.
Banners for Google AdWords
from 2 299 rub.
RUB OrderGoogle AdWords is the largest search and contextual advertising service on the Internet. One of the tools of AdWords is to conduct advertising campaigns by placing image ads - Internet banners.
What banners are placed in Google AdWords?
The following ad types are used:
- image ads without animation (static picture in JPG, PNG, GIF formats);
- animated image ads (animated GIF);
- HTML5 declarations.
The maximum allowable weight of a Google AdWords banner, according to TT (Technical Requirements) is 150kb. This restriction applies to any type of banner - static JPG or PNG, animated GIF or HTML5. In the latter case, we are talking about the weight of the ZIP archive containing the HTML5 banner.
There are also a number of requirements that apply to banner design in terms of design and common sense. You should not use too catchy “poisonous” color combinations, poorly readable fonts, low-quality photos or annoying or misleading effects (blinks, flashes, etc.).
At the same time, Google AdWords allows you to place on banners motivating buttons with a call to action - CTA (Call to Action), almost any animation and interactive elements, which provides greater freedom in developing creative and makes Google Adwords banners an effective advertising tool.
All banners uploaded to the account advertising campaign AdWords undergo a mandatory moderation procedure. Usually, the check takes about a day, after which the status of the image ad in personal account will change from “Pending” to “Approved” or “Approved with restrictions”. In the latter case, you will receive a moderator's comment with recommendations for changes.
Banners without animation (JPG, PNG, GIF).
Static banners (images) are subject to the general AdWords content and size requirements.
It is worth paying attention to the readability of fonts, given the display of banners targeting various devices. Do not overload a static banner with a large number of texts. It is better to prioritize the ease of perception of your information.
A 1px wide banner frame can be added by the system, but it's better to provide it in the banner layout right away. The banner frame is necessary to visually mark the borders of the banner on the website page and allows you to avoid merging the advertising material with the page content if the colors of the creative and the background of the page match (for example, white on white).
Animated GIF AdWords banners.
AdWords GIF banners have a number of specific requirements:
- animation speed no more than 5 frames per second;
- the duration of the animation is no more than 30 seconds;
- the animation can be played in a loop, but no longer than 30 seconds.
On the last requirement, it is worth paying attention Special attention and think over the content of the last frame (packshot, English packshot, pack shot - a still image or final shot showing the advertised products and the advertiser's contact information), on which the animation will stop. After all, the banner, in fact, will turn into a static picture, which should contain all the relevant information.
If it is necessary to place a separate frame with legal information in small text (disclaimer) on an animated banner, it is better to make such a frame the penultimate one. The banner “frozen” on this frame is an unreasonable waste of the advertising budget.
According to the experience of conducting advertising campaigns, it is better if the last frame (packshot) on which the animation stops visually contains the main advertising idea of the banner, information about the service or product and is clear to the user Call to Action (call to action) - a button calling to make a purchase or get more details.
HTML5 AdWords banner.
Google advertising services are fully adapted for placement various kinds HTML5 banners are the most relevant and versatile type of animated banner ads. Moreover, it is Google AdWords that sets the standards for the development of this advanced technology.
Google has developed its own editor for creating HTML5 ads - the Google Web Designer program.
However, banners for Google AdWords can be successfully created in other editors, provided that the basic technical requirements of the system are met:
- the total size of the HTML5 banner zip archive is no more than 150kb;
- the number of files in the archive is not more than 40;
- allowed file types: HTML, CSS, JS, GIF, PNG, JPG, JPEG and SVG;
- links to external resources are prohibited in the banner code (with a number of exceptions regarding Google Fonts and allowed js libraries);
- Mandatory indication of the banner size in the HTML meta tag “ad.size”;
- mandatory inclusion of the clickTag parameter;
- The duration of the animation is no more than 30 seconds, it can be played cyclically, but no longer than this time.
The finished HTML5 AdWords banner is uploaded to the advertiser's account as a ZIP archive.
Google Adwords banner sizes.
AdWords currently offers 20 image ad sizes for placement. Among these sizes, formats of vertical and horizontal orientation, including for display on mobile devices, as well as in the YouTube video service.
Let's bring complete list sizes Google banners Adwords:
Square and Rectangle
200x200px
240x400px
250x250px
250x360px
300x250px
336x280px
580x400px
Vertical formats
120x600px
160x600px
300x600px
300x1050px
Horizontal formats
468x60px
728x90px
930x180px
970x90px
970x250px
980x120px
Formats for mobile devices
300x50px
320x50px
320x100px
To describe ad formats, the Google Adwords Policy Center uses rather specific terms, such as “Triple Widescreen Ad” or “Wide Skyscraper”. However, the peculiarities of the translation make these terms not very accurate and easy to use. For full-fledged work, it is enough to know the size and type of the banner format, which we have listed above.
The list of image ad sizes is the same for any type of banner: static JPG or PNG images, animated GIFs or HTML5 banners. This means that any type of banners can be used in any position and can be replaced if necessary.
This set of formats is complete and sufficient to launch a media banner campaign on all the necessary advertising platforms, both in Google services and on Google partner sites. Moreover, most of the banner formats made for Google Adwords, after minor adjustments, you can successfully use in other advertising networks and sites (for example, Yandex).
It is also worth noting that for some regions the list of allowed sizes for Google AdWords banners may vary slightly. So, for example, the 240x400px format, which is very popular in Russia, is additionally included in this list.
A list of specific regional formats can be found on the Adwords website.
Do you need all 20 ad formats to run ads in Adwords?
Not at all, you can use only those banner sizes that are needed within the planned advertising campaign.
20 sizes is a complete package covering all possible venues, including rare ones. In practice, you can use banner sets (packages) of 7 - 12 most popular sizes.
Our specialists will always help you choose the necessary formats when ordering the production of banners for Google Adwords.
What is clickTag and why does Google require it in HTML5 banners?
The clickTag parameter is a variable or, more simply, an intermediate link used Google services to redirect the user to the advertiser's website after clicking on the banner. Similar parameters are used by all ad networks.
Let's try to explain plain language, how it works.
When a user clicks on a banner, a message is sent to the ad network:
“Such-and-such a site clicked on such-and-such a banner.”
The advertising service takes this event into account in its statistics and tells the user's browser which page to open for viewing (depending on the settings of the advertising campaign). On the technical side, the service informs the browser that the clickTag parameter (that is, the advertiser's website address) is equal to, for example: “www.your_site.ru”.
What is it for?
To account for click statistics, generate reports, and so that the transition address (for example, to another promo page or landing page) can be simply replaced in the advertising campaign dashboard, without making changes to the banner itself.
At the stage of creating a banner, the developer does not need to know the URL of the advertised page, it is specified when adding a banner to Google system Adwords in the advertiser's personal account. Google AdWords provides the advertiser with a complete set of tools for truly effective advertising campaigns.
Our experts will help you choose the necessary types and formats of Internet banners, which will be produced on time and in strict accordance with the technical requirements of AdWords.
