The amount of volume available on the Google Display Network (GDN) is eye watering but, with so much traffic available, how do advertisers ensure they’re not blowing money on low quality, low converting display traffic? Placements play a big part but banners can make or break a campaign.
We always recommend to clients to run a combination of text, static and animated banners in each campaign – if budget and time permits. This can increase the reach of the campaign by unlocking pockets of niche sites teeming with targeted traffic that converts!
Google recommends the following five ad unit sizes based on internal data. If budget permits, create ads in as many sizes as you can and refine based on conversion volume, the average cost per acquisition (CPA), CTRs or whatever your campaign metric is. Once you’ve identified the top performing ad sizes, split test different ad design, copy, calls-to-action and animations.