Google adwords display ads sizes

google display ads tutorial and google adsense display ads
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Published Date:03-08-2017
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AdWords beyond CPC When Google started out, the commercial focus of the company was CPC advertising— text ads that cost money to advertisers when they were clicked. (Of course, before that Google was a search company) As time has gone by, Google’s commercial offerings have expanded way beyond CPC and out of the virtual world into the real world. For the most part, these advertising options are available from your AdWords account. Even after recent contractions, these offerings are substantial and should command your attention. This chapter explains how to use Google’s tools to create display ads, which are site placement ads on the Google content network. (Uploading your premade display ads was covered in Chapter 10.) Site placement ads are themselves an expansion of Google’s original advertising model and were explained in Chapter 10. Moving outward from the virtual world, this chapter explains how you can use Ad- Words to create and place interactive visual, mobile, and video ads. Display Ad Builder In Chapter 10, I explained how you can upload a graphic to create an image ad that can be served on the Google content network. Uploaded graphics can be in .gif, .jpg, or .png file formats. The graphic for this kind of ad needs to fit into a predetermined format; the nomenclature and sizes for these formats are reviewed in Table 14-1. You’ll find these sizes referred to in Google’s documentation about im- age ads as “IAB-approved” sizes, where IAB is the Interactive Advertis- ing Bureau. You can find more information at 385Table 14-1. Sizes for image ads Size (in pixels) Adjusted size (in pixels) Size type 468 × 60 468 × 49 Banner 728 × 90 728 × 79 Leaderboard 300 × 250 300 × 239 Inline 250 × 250 239 × 239 Square 200 × 200 189 × 189 Small Square 120 × 600 120 × 578 Skyscraper 160 × 600 160 × 578 Wide Skyscraper The adjusted-size column in Table 14-1 represents the actual size of the graphics that Google will run in ads it serves. The “missing” 11 or 22 horizontal pixels are used by your display URL and the Google “feed- back” link. When you upload graphics, you can have Google adjust the size for you, but it’s a better idea to upload graphics already in the ad- justed size. Since Google provides tools for accomplishing a great many tasks, it probably will not surprise you to learn that there’s a Google tool—the Display Ad Builder—for creating site and banner ad graphics if you don’t already have what you need. The extensive interactivity of what you can build with Display Ad Builder goes way beyond what you can do with a single uploaded file, so you should consider taking advantage of these capabilities even if you are experienced with graphics and have premade imagery. To begin the Display Ad Builder, start a new campaign with placements as explained in Chapter 10. When the ad creation menu opens, instead of creating a text ad, click “Display ad builder” (shown in Figure 14-1). Figure 14-1. Choose “Display ad builder” to create a visual ad using Google’s templates 386 Chapter 14: AdWords beyond CPC The Display Ad Builder, shown in Figure 14-2, will open. Figure 14-2. The categories let you choose from a variety of interesting formats Essentially, the Display Ad Builder provides templates in a number of categories that you use as the basis for your own ads. There are two major types of ads: fully custom- izable and predesigned by industry. Fully customizable ads assume that you’ll be up- loading the graphics to make the ad work; predesigned ads provide existing graphics that will work for many business niches. These types of ads and their categories are shown in Table 14-2. You can sort the ad templates within each category by highest click-through rate, most popular (meaning most AdWords users have selected the template), and newest. Display Ad Builder 387Table 14-2. Ad template categories and types Category Type Description Fully customizable General These ads encourage the viewer to respond immediately, using direct mail advertising for inspiration, with buttons such as “Learn More”, “Buy Now”, or “Enter Site” Video These ads include in-stream video, click-to-play video, and YouTube-promoted videos Rich media Multimedia ads including in-stream video, photo galleries, and so on Seasonal Seasonal- and holiday-appropriate customizable templates Predesigned by Education Most graphics are already provided for these industry-specific ads covering many of industry the most popular niches Entertainment Financial People Retail Technology Travel Choose the category of template you’d like to use to create your image (the General category is shown in Figure 14-2 and the Seasonal category is shown in Figure 14-3). Depending on the category you’ve chosen, you’ll have less or more graphical and text elements to supply to complete the ad. For example, in the “Rich media” category, the Photo Gallery template, shown in Figure 14-4, lets you upload up to six different photos, with accompanying text for each element. The Halloween template from the Seasonal category, shown in Figure 14-5, is pretty straightforward—all you need to enter is your URL, logo, and three lines of text. Predesigned industry ads are the simplest of all; after all, “predesigned” means that the graphics are already in place. For the most part, all you’ll need to supply if these ads work for you is a logo and URL. Figure 14-6 shows some of the premade ads available for Entertainment businesses. Image Ad Guidelines Image ads must comply with normal Google editorial policies regarding such things as acceptable content, competitive claims, and so on (see Chapter 10 for details). In ad- dition, there are some specific guidelines for visual ads. The most important of these requirements is that visual ads should avoid unconven- tional ad layouts. Specifically, visual ads should occupy the entire form factor selected, they cannot appear sideways or upside down, and they cannot be segmented or contain multiple copies of themselves within the ad or appear to be more than one ad. 388 Chapter 14: AdWords beyond CPCFigure 14-3. The Seasonal category shows you different templates depending on the time of year In addition, you cannot add your own user bar or image footer to an image ad. This is because Google automatically appends your image with a user bar that contains links to your URL and to the “Ads By Google” feedback page. It should go without saying that you need to either own the copyright or be licensed to use any image you upload to Google. Also needless to say, Google reserves the right to review image ads and to disapprove them if they fail to comply with normal editorial or image-specific guidelines. You may recall from Chapter 10 that unsubstantiated competitive claims are forbidden. It’s hard to substantiate a competitive claim in a 105-word text ad, but it’s worth noting that you may have more of a chance of doing so with charts and graphs in a visual ad— particularly if the image ad links to a landing page that helps substantiate the compet- itive claims. Display Ad Builder 389Figure 14-4. This rich media Photo Gallery ad lets you upload a series of photos Display ads appear on content sites (and, in some cases, within products) in the Google network. Remember that they do not appear in Google search results. This means that for any of your display ads to appear on a content publisher’s site, your campaign must have enabled the content network. In addition, website owners must have approved image and display ads before they will appear on a specific site. Affiliate Advertising with Google Affiliate marketing, explained in Chapter 5, works so that you (the advertiser) pay the publisher (website owner) only when a specific action takes place—usually a purchase. Website owners who participate in affiliate marketing schemes essentially become your partner and are paid only when you actually sell something. 390 Chapter 14: AdWords beyond CPCFigure 14-5. Each visual template allows you to customize elements of your ad When Google bought DoubleClick in 2008, Google acquired the DoubleClick Performics Affiliate network, now renamed the Google Affiliate Network. The Google Affiliate Network is a top-quality affiliate network, with advertisers such as Barnes & Noble and Verizon, and should be considered more than competitive with the two largest affiliate networks outside of Amazon, Commission Junction and Link- Share (described in Chapter 5). Advertisers and publishers are considered on an indi- vidual basis for inclusion in the program, and the Google Affiliate Network is noted for the amount of individual attention given to the unique goals of affiliate advertisers. At this point in time, the Google Affiliate Network is not integrated with AdWords or other tools available to Google advertisers, except for AdSense, which is used to distribute earnings. Display Ad Builder 391Figure 14-6. Predesigned industry ads are templates for specific niches (Entertainment shown) Mobile Ads Mobile ads are ads that appear on wireless devices such as the Apple iPhone or Google’s G1. Many sites target these appliances using some variant of wireless markup language. If you advertise a local product or service, particularly one whose customers are most likely to find you on a mobile device, it makes a great deal of sense to place targeted mobile ads. To create a mobile ad, in AdWords start a new campaign with placements. In the “Create an ad” window, select “Mobile ad,” shown in Figure 14-7. 392 Chapter 14: AdWords beyond CPCFigure 14-7. Select “Mobile ad” to create an ad targeted at mobile devices The “Design your mobile ad window,” shown in Figure 14-8, will open. For a text ad, enter the headline, description, and URL. Note that the headline and description are each limited to 18 characters, and the display URL can be no more than 20 characters (if Google CPC text ads are terse, mobile ads are very succinct). Figure 14-8. Mobile text ads are pretty much like regular CPC ads—but shorter Mobile Ads 393 If you link your business’s phone number to the ad, customers can call you by clicking rather than having to open your mobile web page. To create a mobile image ad rather than a text ad, choose the Image radio button and upload your ad in one of the specified file sizes, file formats, and aspect ratios, as shown in Figure 14-9. Figure 14-9. You can upload a graphic for mobile image ads The mobile file specifications that Google allows conform to the standards set up by the Mobile Marketing Association. Once you’ve created your image or text mobile ad, click “Save ad.” A mockup of your ad will be displayed (Figure 14-10). Ensure that you set the targeting and network options. 394 Chapter 14: AdWords beyond CPC Figure 14-10. As your mobile ads show up with your other ads, it is advised to create separate campaigns for them Video Ads Video ads appear in placements on the Google content network and can now be created using the Display Ad Builder, which builds the whole ad in one step. Your video ad will appear as a static image until a user clicks on it and your video is played. If the user clicks the display URL at the bottom of the ad, or clicks the ad while it plays, the user will be taken to the advertiser’s website. You can pay for click-to-play video ads on either a CPC (keyword) or CPM (placement) basis. To create a video ad, in the Display Ad Builder choose the “In-Stream video ad” link shown in Figure 14-11. The first step in creating your video ad is to name your ad and then upload the video, as shown in Figure 14-12. Once you have selected your file, click the Upload button for Google to start processing your video. You can also select an already uploaded video or check on the progress of a conversion, as shown in Figure 14-13. After you click the Choose File button shown in Figure 14-12, you’ll be prompted to upload your video. You can upload videos in a variety of formats, including AVI, QuickTime, and MPEG. Google will transcode these videos into the Flash format. Once your video has been uploaded and processed, select it, add the companion banner image, and enter the display and destination URLs, as shown in Figure 14-12. Click the “Preview ad” box at the top right to preview your ad, then click “Save ad” at the top. Video Ads 395Figure 14-11. Choose “Click-to-play video” to create a video ad Advertising on TV Creating a professional quality video ad is not at all the same thing as creating a video ad for display on YouTube (although many online video ads do have high production values). That said, if you have experience creating television ads or want to get started with the help of advertising professionals, Google has created a marketplace to help you opti- mize your placements of television ads. The Google TV Ads website is located at http: // Benefits of TV ads include flexibility, economy, and reliable metrics. You may not know that Google collects near real-time data from millions of anonymous set-top boxes, helping you know what is working and not working. Google TV Ads’ online auction model allows you to set your own maximum prices, with your actual price paid for a winning bid that of the next highest bidder. You can use the TV Ads interface to buy 396 Chapter 14: AdWords beyond CPCFigure 14-12. The opening image of the video you upload is shown until you play the video just the placements you want, without bundling, and to adjust your placements on the fly when you determine what works and what doesn’t. As you can see in Figure 14-14, Google is able to place your ads on many television content providers with tremendous granular flexibility regarding when the ad runs. If you look on the Campaign Management tab (shown in Fig- ure 14-15), you may see a link for Audio Ad Library. The audio ad library functions in much the same way as the market for TV ads, except that it is a radio advertising platform. However, as of mid-2009, Google is discontinuing the placement of radio ads. Advertising on TV 397Figure 14-13. You can select an existing video or check any processing in progress Figure 14-14. You can control exactly where and when your TV ad runs 398 Chapter 14: AdWords beyond CPCFigure 14-15. Although audio ads appear on the Campaign Management tab, they are scheduled to be phased out Action Items For almost any kind of ad you need to place, Google provides essentially self-service mechanisms that help you assemble, target, and analyze the results. This represents a radical restructuring of advertising as we know it, and the philosophy behind Google’s core web businesses have been applied to more traditional advertising as well. To take advantage of Google’s offerings: • Create and target interactive image-based advertising • Take advantage of Google’s extensive gallery of direct mail, interactive, seasonal, and industry-specific visual ad templates • If appropriate to your business, create and target a mobile advertising campaign • Create and target click-to-play video advertisements Action Items 399

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