As PPC marketers, we’re hardwired to focus on KPI metrics when creating ads – the creative aspect of the design, messaging, and CTAs etc.
But does size matter in display ads? Yes.
The banner ad size is a key factor that determines what users see on the internet, where they see it, and how they engage with it.
Ultimately, it determines the likelihood of your ad being seen. The size (or ratio) of your banner ad maximises or limits the potential reach of it – which determines the impressions, clicks and conversions your ad will receive.
Publisher websites (where your ad shows) determine the availability and size of ad solt spaces.
They control where ads show on their websites and apps and know the popular ad spaces and the ones that engage most (and make them the most money).
Once you know this, you can avoid wasting time and money creating ads for less common ad spaces, or ones with low click-through rates (as we’ll see later).
Note: Regardless of the ad type, remember that Google only supports image files in 3 formats: JPG, PNG, and GIF. For the file size, no display banner should be more than 150KB, regardless of its dimension.
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