Standards are a necessity when it comes to online advertising ads and call-to-action sizes. Standards enable publications like ours to standardize our templates and ensure the layout will accommodate ads advertisers may have already created and tested across the net. With Google Ads being the ad placement master, the pay-per-click ad performance across Google dictates the industry.
The following formats are allowed for static image ads:
- JPG: JPEG is the most common image format. The compressed format offers good image quality and file size balance.
- PNG: PNG is a lossless format that preserves image quality. It is a good choice for images with sharp edges or text.
- GIF: GIF is a compressed format that supports animated images. It is a good choice for ads that need to capture attention or convey a message in a short amount of time.
Top Performing Ad Sizes on Google
(Width x Height in Pixels)
|Maximum File Size
|728 x 90
|300 x 600
|300 x 250
|336 x 280
|Large Mobile Banner
|320 x 100
Other Supported Ad Sizes on Google
(Width x Height in Pixels)
|Maximum File Size
|320 x 50
|468 x 60
|234 x 60
|120 x 600
|120 x 240
|160 x 600
|300 x 1050
|970 x 90
|970 x 250
|250 x 250
|200 x 200
|180 x 150
|125 x 125
Ultimately, the best ad size for your campaign will depend on your target audience and marketing goals. However, the ad sizes listed above are a good place to start. Here’s a great infographic from the team at Mediamodifier:
What About Retina Displays?
Google Ads allows for retina display resolutions with a larger file size. The maximum file size for retina display ads is 300 KB. This is twice the maximum file size for standard ads.
To create a retina display ad, you must upload two images: one for standard displays and one for retina displays. The retina display image should be twice the resolution of the standard display image. For example, if your standard display image is 300 x 250 pixels, your retina display image should be 600 x 500 pixels.
When you upload your retina display ad, you need to specify the retina display resolution in the ad settings. You can do this by selecting the Retina option under the Ad Dimensions section. Here are the steps on how to create a retina display ad on Google Ads:
- Go to your Google Ads account and click the Campaigns tab.
- Select the campaign that you want to add the retina display ad to.
- Click on the Ads tab.
- Click on the New Ad button.
- Select the Image ad type.
- Upload your standard display image and your retina display image.
- Specify the retina display resolution in the Ad Dimensions section.
- Click on the Save button.
Your retina display ad will now be available on retina display devices.
How To Optimize Your Display Ad Images for High Quality and Small File Sizes
- Compression Level: When saving images in JPEG format, adjust the compression level to balance file size and image quality. Higher compression levels reduce file size but may introduce visible artifacts and loss of detail. Lower compression levels preserve more detail but result in larger file sizes. Experiment with different compression levels to find the optimal balance.
- Image Dimensions and Resolution: Resize the image to the desired dimensions and resolution suitable for your display ad. Avoid unnecessarily large dimensions, as they contribute to larger file sizes. Consider the target platform and its requirements for the resolution to optimize the image accordingly.
- Save for Web: Use the Save for Web feature in Illustrator or Photoshop (File > Export > Save for Web) to access advanced optimization settings and preview the image in real time. This feature provides various options for optimizing image quality, file format, color palette, and compression settings. Before saving the final version, you can preview different settings and compare their impact on image quality and file size.
- Color Profile: Convert images to the appropriate color profile for web use, typically sRGB, which ensures consistent color representation across devices and browsers.
- Remove Metadata: Remove unnecessary metadata from the image file to reduce size. Metadata contains additional information about the image, such as camera settings or copyright information, which may not be required for web display.
- Minimize Noise and Artifacts: Apply appropriate noise reduction and sharpening techniques to enhance image quality and reduce visible artifacts introduced by compression.
- Test and Preview: Before finalizing the compressed image, preview it in different browsers and devices to ensure it maintains good quality and appears as intended across various platforms.
Finding the optimal balance between image quality and file size may involve trial and error. Consider the specific requirements of your display ad, target audience, and platform while applying these optimization settings to achieve the best results.