Google Ads Specification

Right about now, you’re probably wondering about two things. First, how much does ad size matter? And second, what size(s) should you choose?

To begin with, ad size is very important, it has a direct impact on your campaign and its performance. Going with less popular sizes in your campaign will result in a lower number of impressions and consequently lower performance.
If you want to get a fair number of impressions, it is recommended that you go with popular ad sizes. Most websites feature ad placements for 300×250, 728×90 and 160×600 ad units. Those, along with 180×150 are included in the universal ad package, a standard set by the IAB.
While these are the most popular display ad sizes worldwide, there are a few custom sizes that are more popular in specific countries. In Russia, the most popular ad size is 240×400, also known as the vertical rectangle. In Sweden, 980×120 (panorama) is the most popular, followed by 250×360. If you’re running display ads in Denmark, you might want to add 930×180 banners. In Poland, 750×300, 750×200 and 750×100 are most common.

2. Types and accepted formats

There are three main types of display ads: static, animated and interactive.

For static banners, the accepted formats are JPEG, JPG, PNG and GIF (one slide). Animated banners can be uploaded as GIF or SWF. Interactive banners are different from animated when they require an action from the user. Those can be uploaded only as SWF.
Choosing the ad type is not as simple as choosing the ad sizes. Animated and interactive ads are more efficient than static ads. Motion is one element that attracts attention and it can help you fight banner blindness. At the same time, too much animation can also make your display ads look cheesy.
One more thing to take into account when considering the type of ad. Currently, there are more websites that accept static ad formats.
Whether you’re going for static or animated, keep the focus on your customers. Try to make your display ads and your offering as interesting and as engaging as possible for them.

3. Technical requirements

Static or animated, all display ads that run on the Google Display Network must be up to 150KB or smaller.

Animated or interactive ads need to be 15 seconds or shorter. You are allowed to use loops in your display ads, but the animation length cannot exceed the 15-second length mentioned before.
GIF ads with multiple slides need to have a speed of up to 5 frames per second. For Flash ads, frame speed can go up to 20 frames per second or even lower. In addition, all Flash ads need to have the clickTAG variable set.

4. Display Ad Content

Ads that run on the Google Display Network are subject to a few rules when it comes to what you’re actually featuring in the ad.

If you’re using images, make sure that they’re clear and easy to recognize. You are not allowed to use blurry images and flashing backgrounds.

• You must use the entire space in your banner ad and you can’t feature multiple copies within the ad.
• Don’t imitate site content, news or text ads
• You are not allowed by any means to trick users into clicking your ad. What does this mean? Don’t mimic system or site warning, operating system dialogue boxes or error messages.
• Your display ad must have the distinct look and feel of an ad and must be easily separated from page content. If you’re using a white background, make sure you add a contrasting border to mark your banner
• You can replicate animated features or icons as long as those exist on your landing page.