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
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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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Am a data-driven Digital Marketing Consultant & Trainer. I have been actively involved in the marketing industry for over 15 years. Digital marketing is my passion because it is a giant puzzle whose rules are constantly changing. I talk about Digital marketing, Lead Generation, Demand Generation and MarTech. Certified in Google Ads, Google Analytics and Inbound Marketing.
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