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Which ad sizes work best for online ads?

Most people are familiar with the Google text Ads that show at the top and right hand side of the search results but what you may not be aware of is that Google also runs what they call a “Display Network”. These are the image ads you see on various websites while browsing the internet. There is huge potential here for you as most people will simply run a standard text ad campaign and miss out on the avalanche of traffic available through the display network at cheap prices (if you setup your campaign correctly).

So, now you know there is an opportunity here for you to take advantage of. Next you need to design your ads at the various sizes Google requires.

The typical ad sizes in pixels are:

  • 250 x 250 Square
  • 200 x 200 Small Square
  • 468 x 60 Banner
  • 728 x 90 Leaderboard
  • 300 x 250 Inline Rectangle
  • 336 x 280 Large Rectangle
  • 120 x 600 Skyscraper
  • 160 x 600 Wide Skyscraper

That is a lot of different ads to design so here’s some inside stats on which ad sizes work best.

These results are from a recent campaign where we managed to attract an average 1.0% – 1.8% CTR at an average cost-per-click of $0.18 which is pretty good especially compared to the click prices of text ads in this market.

The ad size that received the most clicks by far was the 728 x 90 ad size. The second best ad size was 300 x 250.

So make sure you send those ad sizes to your graphic designer. You could even start with those sizes to cut down on costs and then expand your campaign to include other ad sizes once you have found high performing ads.

I would suggest split testing 2 or 3 different ad variations at the 728 x 90 and 300 x 250 ad size. Find your winning ad, and then scale up your campaign from there.

If you would like more training on how to best optimise your online ad campaign please send an email to [email protected] and visitonlinemarketingforschools.com to see all our available online marketing execution plans.

Also, download our mobile app on IOS and Android for easy viewing of our latest tips and techniques.

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Mike Leembruggen

Mike Leembruggen specialises in digital marketing and software development. Currently working with a number of schools and universities. If you are interested in working with Mike then please email [email protected]
Profile photo of Mike Leembruggen
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