What are the most used online banner sizes?

In today's digital era we consider online advertising one of the most effective ways of reaching a target group. Why? Compared with traditional methods, one of the greatest advantages of online advertising is its affordability. Online advertising is also far simpler to measure. With analytics tools you get a better idea of what works online and what does not. As more and more brands appear online it is ever harder to catch prospective customers' attention, since advertising "lurks" for them behind literally every web page.

The Google Display Network is among the largest advertising platforms in the world. Take a look at the overview of supported online banner sizes in this ad network and create a banner that is attractive in concept and design and catches the eye at first sight.

In the display network you will come across several types of online banner. Besides classic static formats, whose aim is to convey a simple message clearly and concisely, you have certainly also come across animated or interactive banners. Before you pass banner creation to the creative department you have to think through the result you want the banner to achieve. Do you want to raise awareness of your brand? Achieve the desired conversion? Draw back to the site users who interacted with you in the past? Once the goal is set you will know how to direct the creation of the online banner.

On the basis of an analysis of more than 38 billion possible banner impressions in Slovakia we have identified the 10 most used sizes on mobile devices and on computers. On mobiles these are the following sizes:

300x250
300x50
320x50
250x250
336x280
320x100
300x100
200x200
300x600
320x480

For computers we recommend the following banner sizes:

728x90
300x250
250x250
160x600
970x90
120x600
970x250
250x360
300x600
300x300

Do not tie yourself to a single banner size. Create a whole set and test the individual sizes. You can also test the elements on the banner itself, such as the wording or the placement of the CTA. These recommended sizes fit well into various types of website and device. The maximum size of classic banners is 150 kB and the permitted file types are JPG, PNG and GIF.

Did the subject of online advertising interest you? Read our article on campaign types in Google Ads. For more detailed information about the technical requirements and specifications for banners in Google Ads and the GDN we recommend studying the exact specification in the Google documentation.

How to go about creating online banners

Having thought through the goal your banner is to meet and the size, you can finally throw yourself into the creative part. When creating online banners too you should follow certain rules. In this part you do have a free hand, but even so you should keep to some main points and not stray too far in the design. So let us say what elements an effective online banner should contain:

The CTA element (call to action)

A CTA element is a one-word, at most three-word call that encourages users to take an action. Most often you can see CTAs on banners such as: Contact us, I want a discount, I am interested or Find out more. The CTA element should be sufficiently marked out and visible on the banner so that users know at once what is being asked of them. Because of the limited space and to avoid misunderstanding, banner ads should always contain only one call to action. For better visibility a contrasting bright colour is used. CTA elements should be consistent across the whole ad set. In terms of placement, the CTA is most effective in the lower part, on the right or in the centre.

The advertiser's logo

The advertiser's logo must not be missing from the banner. How else would the user know which brand the ad concerns? The logo is part of your brand's identity, and so it must be clearly visible on the banner.

Apt copy

The foundation of creating online banners is keeping things simple. The same rule applies not only to design but to copy too. On a banner you use apt copy that clearly communicates the ad's main message. Larger banner sizes offer more space too, but a text of several lines feels needlessly cluttered. A main headline or a few key phrases is used.

Visually attractive design

Banner ads are by their nature visual ads. You can have any amazing product and a catchy slogan thought up, but if the banner does not catch the user's eye your effort is wasted anyway. Choose the colour palette you normally use from your website to your marketing materials. The ad does, after all, refer to a page with your offer, so it matters that users can connect the ad with the brand. Using company colours helps build your brand's identity. If you have decided to create a whole set of banner ads in several sizes, do not forget to change the elements in the program and adapt the banner to each size. Use quality images and rather avoid illegible fonts and colour combinations that prevent the message being read quickly.

Now that you know which banner sizes are most used in Google, you will be able to prepare an advertising campaign that achieves the results you want. Remember, though, that in the world of online advertising success comes from constant experimenting and testing. Only thanks to that can you track results and adapt your marketing strategy to them. You can test various ad variants, for instance, and so decide between Banners or videos?

And if you enjoy creating online banners and are looking for a way to make your work easier, read the article in which our designer shared her favourite keyboard shortcuts in Photoshop.

Author

Valéria Lapínová

PPC & SEO specialist

I first learned about digital marketing while studying at university. The topic appealed to me so much that I also made it the subject of my thesis. After graduating, I got the opportunity to do an internship here at Invelity. I still work here today and I am glad that I can develop my knowledge and skills in PPC and SEO.