Display advertising is no longer the remarketing afterthought of the past.
Powerful ideas paired with clever positioning can spark the desire to deal and pre-qualify prospects with vital insights.
No one wants to hinder a movement in the setting.
That’s why this month’s Ask the PPC issue is a great one for anyone looking to take advantage of Display.
Prabesh from Kathmandu asked:
“Why don’t responsive display campaigns work with different types of creatives? What creative sizes are used for responsive display?”
We will look into the following issues to ensure proper display settings:
- Who can advertise at the exhibition?
- Which creatives are acceptable?
- How do creatives affect placement?
Note: Google Display Network (GDN) and Microsoft’s Audience Network (MAN) have a lot of overlap, so recommendations for one apply to the other.
Who can advertise in display ads
All ad networks have editorial policies around which industries can advertise on their channels.
If you fall into one of the categories below, display ads will not work/not work at all.
- gamble.
- arms.
- Adult toys/entertainment.
- counterfeit.
- Predatory financial services.
- Promote dishonesty (fake passports, test takers, etc.).
If you try to run your ad on all placements, including those for kids and teens, you may face additional restrictions.
Display advertising is available to most brands except those restricted industries.
Which creatives are acceptable?
That’s the heart of this month’s question: what sizes and creatives are available.
Responsive display ads require the following dimensions:
- Landscape (1.91:1): 1200 × 628 (minimum requirement: 600 × 314, maximum file size: 5120KB).
- Square: 1200 × 1200 (minimum requirement: 300 × 300, maximum file size: 5120KB).
The logo must be:
Landscape Signs (4:1)
- Recommended size: 1200 x 300.
- minute. Dimensions: 512 x 128.
Square logo (1:1)
- Recommended size: 1200 x 1200.
- minute. Dimensions: 128 x 128.
notes: The maximum file size of any image is 5120 KB.
Images need to be clear, not violate any editorial policies, and uploaded in what most people think is correct (ie, not landscape or upside down).
If your image is too large for standard size, you will have the opportunity to crop it.
Cropping can sometimes make your images look worse, so be careful when using the tool.
Screenshot of Google Ads, July 2022Video can be a powerful creative tool.
Make sure your video conveys the intended message even without sound.
Upload your 30-second video to YouTube and connect it to your display campaign.
How do creatives affect placement?
One of the biggest benefits of RDA (Responsive Display Ads) is how many placements they unlock.
Your campaign will not be limited by the available inventory for your uploaded assets, but will have access to more ad slots.
That said, there are some limitations.
Ad networks will make educated guesses about your content.
If the publisher sets restrictions (adult content, branding, etc.), your ad won’t be able to serve with them.
Also, if the publisher limits the placement sizes that can serve, you may not get placements because Google has found that your creatives perform better in other sizes.
last point
Both creative asset size and content can lead to insufficient placement.
Be sure to upload creatives that can be used on all placements, and be realistic about the limitations that may exist in your industry.
Questions about PPC? Submit via this form or tweet @navahf using the hashtag #AskPPC. See you next month!
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Featured image: Paulo Bobita/Search Engine Magazine