When you want to run advertising on Google, you have several networks to choose from. Google's Display Network is a powerful tool for reaching the audience you want. The various targeting options allow you to serve the right ad based on where a prospect is in the conversion funnel. Whether your goal is to build brand awareness, generate interest, or drive conversions, advertising through Google Display is an opportunity worth seizing.
When setting up your campaign, you can choose between responsive ads and uploaded display ads, depending on how much control you want over your creative.
Responsive ads are the option most recommended by Google, which is why they're selected by default when creating an ad. Leveraging automation to adjust based on available ad space, they're flexible and adapt their size and appearance to deliver better performance.
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Responsive ads also offer a significant time-saving benefit, since all you need to provide is:
- Up to 15 images and 5 logos
- A video (optional), which you can upload. Google recommends a maximum length of 30 seconds in 16:9, 4:3, or 9:16 format. You can also load a video from YouTube.
- Up to 5 short headlines, each no more than 30 characters
- One long headline, up to 90 characters
- Up to 5 descriptions, each no more than 90 characters
- Your company name
- A final URL.
There are also optional elements you can add to your ad that we recommend using, such as a CTA.
Google Ads will then build the responsive ad from the assets you've provided, adapting its layout each time it's served.
Google also offers different formats depending on the device the ad will be displayed on:
If you prefer more control over the final look of your ad, go with the uploaded display ad instead. Create your visuals yourself, with your own combination of images, text, and logos. Then simply upload your creative into Google Ads as an image file (.zip, GIF, JPG, PNG, AMP HTML, or HTML5).
With a maximum file size of 150 KB, the accepted formats are:
- Square and rectangle: 200 x 200, 240 x 400, 250 x 250, 250 x 360, 300 x 250, 336 x 280, 580 x 400
- Skyscraper: 120 x 600, 160 x 600, 300 x 600, 300 x 1050
- Leaderboard: 468 x 60, 728 x 90, 930 x 180, 970 x 90, 970 x 250, 980 x 120
- Mobile: 300 x 50, 320 x 50, 320 x 100
- GIF: Maximum 30 seconds with fewer than 5 frames per second.
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To sum up: responsive ads save you time and drive better performance through automated placements and appearance. Conversely, uploaded display ads give you full control over your creative.
Want help with Google Ads or your broader digital marketing strategy? Don't hesitate to reach out!
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