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Digital Marketing Ad Creatives Ratio Guide: Google Display Network, Youtube Ads, Facebook Ads

Digital Marketing Ad Creatives Ratio
by Absolute Digital

Ever tried running your own digital marketing campaigns and experienced trouble uploading your creatives onto Facebook/Youtube/Google?

Each platform has its own requirements for ad ratio and image/video quality to ensure a certain level of user experience for its users. As advertisers (or business owners running their own ads), we need to know the correct ratio for each platform.

This article serves as a guide to know what are the correct ratios for the respective advertising platforms.

Psst. Bookmark this for future reference!

Google Display Network (GDN) Image Sizes

Google Display Network (GDN) Image Sizes

250 x 250 – Square

The 250 x 250 ad size is available for text and display ads on both desktop computers and mobile devices. Despite being one of the most common display ad sizes, Google reports that inventory is usually limited and display ads in this size may perform poorly as a result. Square ads are small, so advertisers should expect them to be outperformed by larger ad formats. Some marketers tend to avoid square banner ads due to the general belief that audiences find rectangular shapes more appealing. As it turns out, rectangular banners do seem to perform better than square ones.

200 x 200 – Small Square

The small square ad size is essentially a more compact version of the square ad. It’s also available for text and image display ads on both desktop and mobile networks, but again there are inventory shortages that can lead to poor performance (especially since the advertisement itself is so tiny).

468 x 60 – Banner

At 468 pixels wide and just 60 pixels tall, this display ad size represents the classic top-of-the-page banner ad. Despite being one of the most common ad sizes on the Internet over the past two decades, performance for 468 x 60 ads seems to have declined with the rise of the Leaderboard format. These ads may have been more noticeable in the past when viewers accessed the internet on smaller screens with lower resolution.

728 x 90 – Leaderboard Banner

Leaderboard banners represent a high-performing google display ad size. They have largely replaced the 468 x 60 banner as the first choice for a high-converting, top-of-page, or above-the-fold advertising space. When purchasing this ad size, make sure you’re buying top-of-page slots as opposed to bottom-of-page ones that aren’t viewed as frequently.

300 x 250 – Inline Rectangle

An inline rectangle is generally the top-performing google display ad size on the network. You may have also heard this ad size called “MPU”, which could stand for a mid-page unit or multi-purpose unit. These ads are typically used in the middle of pages to break up a text. They may be used to trigger a lightbox ad experience or to play a video advertisement.

336 x 280 – Large Rectangle

The large rectangle format usually performs well, so it should be considered when designing your PPC campaign, but there’s also a lack of inventory since most ad hosts prefer the high-performing 300 x 250 inline rectangle format.

120 x 600 – Skyscraper

Skyscraper ads are tall and slim so audiences encounter them progressively while scrolling down the page. The 120 x 600 format, while still common on the Google ad network, has fallen out of favor because of the success of the wide skyscraper and large skyscraper ad formats. Google also reports a lack of inventory which can lead to poor ad performance.

160 x 600 – Wide Skyscraper

The wide skyscraper version is a wider version of the regular skyscraper, which means more visibility and higher click-through for advertisers. Google also reports having a lot of inventory for this ad size but advises marketers to create both text and display versions to optimize their results.

300 x 600 – Large Skyscraper

Also known as a half-page ad, the large skyscraper format takes up a whopping 180,000 pixels on the screen. The large size makes it easy to grab user attention with video or an expanding ad format.

970 x 90 – Large Leaderboard

Large Leaderboard is an expanding ad format that appears at the top of the page before expanding to 970 x 415 and pushing down the rest of the page contents to make space. Large leaderboards have the potential to deliver exceptional brand experiences, but they are still relatively new and remain underused.

Top 5 Best Performing Display Ad Sizes on Google

The great people of Google have done us a service by publishing the top-performing ad sizes across the Google display network. All of the display ad sizes in this list were among the most common except for the 320 x 100 large mobile banner which occupies the fifth position and is only served on mobile devices.

According to Google, the best-performing display ad sizes are:

  1. 300 x 250 – Medium Rectangle

  2. 336 x 280 – Large Rectangle

  3. 728 x 90 – Leaderboard

  4. 300 x 600 – Half Page (Large Skyscraper)

  5. 320 x 100 – Large Mobile Banner

Youtube Ads Image Sizes

Youtube Ads Image Sizes

  • Recommended video dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p)

  • Minimum dimensions: 426 x 240

  • Maximum dimensions: 3840 x 2160

  • Aspect ratio: 16:9

  • Maximum file size: 128GB or 12 hours, whichever is less

  • Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .FLV, 3GPP, and WebM

  • The skippable video length max is 6 minutes (skippable after 5 seconds)

  • Non-skippable video length max is 15 or 20 seconds (30 seconds in some regions)

  • Mid-roll video length minimum is 30 seconds

YouTube Display Ads Specs:

  • Maximum image dimensions: 300 x 250 pixels for the larger view

  • Minimum image dimensions: 300 x 60 px for the smaller view

  • Recommended video dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p)

  • Aspect ratio: 16:9

  • Maximum file size: 128GB or 12 hours, whichever is less

  • Accepted video formats include: .MOV, .MPEG4, .MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM

Facebook Ads Images Sizes

Facebook Ads Images Sizes

Facebook feed ads are the main ad type. Users see these in their Facebook feeds, mixed in with posts from their friends, groups, and pages. Facebook feed ads can be still images, animated GIFs, or videos. This includes panoramic shots and 360-degree photos.

Facebook feed ads can be a maximum of 30 megabytes and 600 by 600 pixels in size. You need a resolution of at least 1080 by 1080 pixels, and there is no maximum. ​​Facebook feed ads support image ratios from 1.91:1 to 4:5, though offer ads and ads with stock photos require the 1.91:1 ratio. Additionally, the 4:5 ratio won’t work if you have a link in your ad.

As far as text goes, you can have up to 40 characters in your headline, 125 characters in your primary text, and 30 characters in your description.

Facebook feed ad sizes at a glance:

  • Maximum file size: 30 MB

  • Maximum image size: 600 x 600 pixels

  • Resolution: at least 1080 x 1080 pixels; no maximum resolution

  • Image ratio: 1.91:1 to 1:1

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