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Different Google ad formats, specifications and types

By FoxMarketeer | Digital advertising, Google Ads | 0 comment | 14 October, 2019 | 2

There are different types of Google ad formats, types, a business can choose the one that suits best to your campaign goals, target audience & budget. This blog explores different google ad formats with ad creation specifications.

Search Ads

Display Ads

Shopping Ads

Video Ads

App Promotion Ads

Call-Only Ads

Rich Media Ads

Search Ads

Search Ads are the most powerful and common ads which includes a descriptive headline, website link, and descriptive text with more info and call to action text.

Your Ad appears: Search Network & Search Partners.

There are 2 types in search ads:

1) Text Ads

Length limits for text ads

  • 1 Headline: 30 characters
  • 2 Headline: 30 characters
  • 3 Headline 30 characters
  • 1 Description: 90 characters
  • 2 Description: 90 characters
  • 2nd Path 15 characters each

2) Responsive search ads

Google’s responsive search ads is in a BETA version now and with this you can create multiple combinations of headlines and descriptions which google machine learning will pick the best relevant and performing combinations based on the search term and device

You can create up to 15 headlines (30 characters each) and 4 descriptions (90 characters each) for a single responsive ad.

A maximum of 3 headlines & 2 descriptions will be selected to show in different combinations and orders in a single ad based on the relevant search query.

Display Ads

Google Display ads are the visual banner ads, Google display network can help you to reach your target audience while they browse their interested websites, content or checking Gmail emails or on YouTube.

Your Ad appears: Google Display Network

Most Common Google Ads Display Ad Sizes

  • 250 x 250 — Square
  • 200 x 200 — Small Square
  • 468 x 60 — Banner
  • 728 x 90 — Leader board
  • 300 x 250 — Inline Rectangle
  • 336 x 280 — Large Rectangle
  • 120 x 600 — Skyscraper
  • 160 x 600 — Wide Skyscraper
  • 300 x 600 — Half-Page Ad
  • 970 x 90 — Large Leader board

Note: 320 x 50 – Mobile Leader board size is only not available on desktop/tablet, it’is available on high-end mobile devices.

File Size: 150 KB is a max File Size, anything above 250 KB will be disapproved by google.  Ad graphic should be in JPEG, SWF, PNG, or GIF formats.

The Top Performing Google Ads Banner Sizes (according to Google)

  • Medium Rectangle (300×250)
  • Large Rectangle (336×280)
  • Leader board (728×90)
  • Half Page (300×600)
  • Large Mobile Banner (320×100)

Shopping Ads

Google shopping ads are product listing ads that are featured across search and shopping results and drive more sales directly from the SERP. it contains product image, product and pricing information.

Your Ad appears in:

  • Google Shopping (in select countries)
  • Google Search
  • Google Search Partner websites
  • The Google Display Network

Basic product data with shopping ad specifications

  • ID (Required – Your product’s unique identifier, Ex: A223ABD) and Max 50 characters.
  • Title (Required – Your product’s name, Ex: Men’s sports shoes) Max 150 characters. This text will show when in your ad.
  • Description (Required – Your product’s description) Max 5000 character, This text describes your product and it will show when the ad is clicked.
  • Product category – choose from Google’s predefined categories
  • Product type – defined by you
  • Link (Required – Link to your product page on your website)
  • Image_​​link (Required – Link to your product image)
  • Additional_​​​image_​​​link (Optional – The URL of an additional image for your product) Max 2000 characters
  • Availability status (in stock or not)
  • Price
  • Sale price

Video Ads

You can show your video ad in front of your target audience across the Google display network platforms.

Where they can show:

  • Search Network but not on the Google search network
  • Display Network

Types of video ads

1) Skippable in-stream ads

Your video ad appears before, during or after other videos. After 5 seconds, the viewer can skip the ads.

Where they can show: YouTube watch pages, Google’s videos on partner sites, and mobile apps in the Display Network.

Video ad settings

  • File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
    • Preferred video codec: H.264, MPEG-2 or MPEG-4
    • Preferred audio codec: MP3 or AAC
  • Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
  • Frame rate: 30 FPS
  • Aspect ratio: Native aspect ratio without letterboxing (examples: 4:3, 16:9)
  • Maximum file size: 1GB
  • Length: 12 seconds to 3 minutes
  • Companion: 300 pixels by 60 pixels .jpg, static .gif or .png; 300 pixels by 250 pixels video wall will show on YouTube if no companion ad is provided
    • Maximum file size: 1KB

2) Non-skippable in-stream ads

It’s a 15 second or less short video ads, it appears before, during or after another video and does not have the option to skip the ad.

Where they can show: YouTube watch pages, Google’s videos on partner sites, and mobile apps in the Display Network.

Video ad settings

  • File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
    • Preferred video codec: H.264, MPEG-2 or MPEG-4
    • Preferred audio codec: MP3 or AAC
  • Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
  • Frame rate: 30 FPS
  • Aspect ratio: Native aspect ratio without letterboxing (examples: 4:3, 16:9)
  • Maximum file size: 1GB
  • Length: 15 or 20 seconds for non-skippable; 20 seconds for long non-skippable
  • Companion: 300 pixels by 60 pixels .jpg, static .gif or .png; 300 pixels by 250 pixels video wall will show on YouTube if no companion ad is provided
    • Maximum file size: 1KB

3) Discovery ads

It takes a thumbnail image from your videos with some text and it attracts people to click to watch the video on the YouTube watch page.

Where they can show: On YouTube search results, Alongside related YouTube videos and also on the YouTube mobile homepage

Video ad settings

  • Video URL: Must be uploaded to YouTube
  • Image: Choose from 4 auto-generated thumbnails
  • Headline: 25 characters maximum
  • Description: Two lines 35 characters maximum
  • Platform: Desktop and mobile
  • File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
    • Preferred video codec: H.264, MPEG-2 or MPEG-4
    • Preferred audio codec: MP3 or AAC
  • Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
  • Frame rate: 30 FPS
  • Aspect ratio: Native aspect ratio without letterboxing (examples 4:3, 16:9)
  • Maximum file size: 1GB

4) Bumper ads

It’s a very attractive 6 seconds or shorter video ads, and plays before, during, or after another video. Viewers do not have the option to skip the ad.

Where they can show: YouTube watch pages, Google’s videos on partner sites, and mobile apps in the Display Network.

Video ad settings

  • File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
    • Preferred video codec: H.264, MPEG-2 or MPEG-4
    • Preferred audio codec: MP3 or AAC
  • Resolution: 640 pixels by 360 pixels or 480 pixels by 360 pixels recommended
  • Frame rate: 30 FPS
  • Aspect ratio: Native aspect ratio without letterboxing (examples: 4:3, 16:9)
  • Maximum file size: 1GB
  • Length: 6 seconds
  • Companion: 300 pixels by 60 pixels .jpg, static .gif or .png; 300 pixels by 250 pixels video wall will show on YouTube if no companion ad is provided
  • Maximum file size: 1KB

App Promotion Ads

App promotion ads, helps you to promote and increase your app downloads.

Where they can show:

  • Google Search Network
  • Google Search
  • Google Play
  • YouTube
  • Display Network

App install ad on the Search and Display Networks

Interstitial ads: These are the full screen ads, which get more CTR and clicks.

  • Image sizes for mobile phones: 300 x 250, 320 x 480, and 480 x 320.
  • Image sizes for tablets: 1024 x 768 and 768 x 1024.

Banner ads: These are a small strip or banner ads appear on top of the apps or screen. This banner ads are most commonly used ad format for mobile

  • Sizes for mobile phones and tablets: 320 x 50, 468 x 60, 728 x 90, and 300 x 250.

Call-Only Ads

I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Call-Only ads works best on mobile platforms. If someone clicks on your ad, it will place a call to you from their device.

Where they can show: Search Network

Length limits for text ads

  • 1 Headline: 30 characters
  • 2 Headline: 30 characters
  • Business name: 25 characters
  • 1 Description: 90 characters
  • 2 Description 90 characters
  • Display URL (optional): 35 characters
  • Phone No: None (No characters limit) but need valid phone number

Rich Media Ads

Rich media ads are more advanced ad formats in that you can add audio, video, ad can expand, float, animation or other types of motions which can help viewers to interact and engage with your ad.

Where they can show: Display Network

Rich Media – Specifications

You can create rich media banner ads using technologies like JavaScript & HTML.

Ad Size: 300×175,300×250, 300×600, 728×90.

Expandable Size Max (Click To Expand)

INITIAL SIZE: EXPANDED SIZE
300×250 450×250
728×90 (top) 728×180
728×90 (bottom) 728×180
300×175 450×175
300×600 500×600

Close Method – Click or roll off.

Initial File Size: 50kb max on initial
Maximum File Size Expanded Stat 100kb.
Close Button: required.
Initial Animation: 15 seconds
Max Loops 3 loops (15 seconds/loop
Video: Non-user initiated.
In-banner Video Maximum Size: 750KB
Audio: User-initiated
Max Video/Audio Length: 15 seconds.
Audio/Video Buttons Required Play, Stop, Pause, Mute, Rest
Flash Versions Accepted: 8 or below.AS2 and AS3 accepted.

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Google ads types, Google Formats

FoxMarketeer

I’m Digital marketing consultant, I have been actively involved in the marketing industry for over 12 years and I leverage different digital channels, latest digital marketing strategies, tools, technology, trends to attract, engage and convert customers to grow businesses of all shapes and sizes to effectively to achieve their goals.

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