Google Adwords Banner Ads: Design Basics

In this article I'm assuming you already use Google Adwords and are interested in creating and using image (banner) ads on Google's Content Network and you want to know the basic requirements your banners must meet in order to be accepted.

Flash ads, although accepted by Google Adwords, won't be discussed in this article however.

Acceptable Image File Types

Just like regular web banner ads seen in traditional web site advertising, Google banner ads can be static or animated. The file types accepted are:

• .gif
• animated .gif
• .jpg
• .png

Regardless of which file type you use for your banner ads, there is a 50K limit on file size.

Google Banner Ad File Sizes

There are a set number of image ad dimensions used on the Google Content Network. The website publisher can decide which, if any, they will put on there website. However, the options available to them are:

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

Important Note On Banner Sizes

When you upload your ad banners in any of the approved sizes mentioned above, they will actually be resized by Google by 11 or 22 pixels (vertically, depending on size). Why? Because Google places a small box at the bottom of each image ad space with the text link "Ads by Google". Your images are resized to make room for this link.

If you don't want Google to resize them automatically you can create your banners already in perfect proportions for the Google Content Network (so they won't be squeezed by Google). If you'd like to do that, the sizes you should create your banners in are:

• Banner 468 x 49
• Square 250 x 239
• Small Square 200 x 189
• Leaderboard 728 x 79
• Medium Rectangle 300 x 239
• Large Rectangle 336 x 269
• Skyscraper 120 x 578
• Wide Skyscraper 160 x 578

NOTE ON ANIMATED BANNERS: Animated banners (and ads platform-targeted to iPhones and similar mobile devices) will not be resized and must be submitted in full standard size format.

Do's & Don'ts of Google Banner Ads

Here is the short list of things to keep in mind when designing your image banners for Google Adwords:

• Must occupy the entire space of the image size you've chosen.
• Cannot appear sideways or upside down.
• Cannot be segmented, contain multiple copies of itself within the ad, or otherwise appear to be more than one ad.
• Ad images must be clear and recognizable. Text appearing in the ad images must be legible.
• May not pretend to be a system or site warning.
• May not mimic or resemble Windows/Mac/Unix dialogue boxes or error messages.
• May not have mock animated features, such as drop down menus or search boxes, unless the functionality actually works.
• Your ads may not mimic news articles and features. They may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
• Animation is restricted to a maximum of 30 seconds.
• Strobing, flashing backgrounds, or otherwise distracting ads are not allowed.
• Must not mimic the Google image ad user bar ('Ads By Google').
• Only 'FamilySafe' images (contain no adult content) will be approved.

Google Banner Ad Creation Service

I am fully aware of the complete list of requirements for Google Content Network banners. If you would like me to create your Google friendly banner ads simply get in contact with me to discuss your requirements!

Creating an Image Ad in Adwords

To see how you go about creating image ads in your Google Adwords account visit:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=7679