Blog post cover of Google Display banners 2022

Google Display Banners 2022


History of Display Advertising

Display advertising dates back to 1994. More precisely, the first display ad appeared on October 27, 1994.
Although the display did not contain an image text in color, the advertisement vaguely advertised a virtual walk offered by the art museum.

Since then, display ads have constantly been changing. Both in content and image sizes and the frequency of display.
There are more and more of them, in more and more locations, and they bombard us with their showing all day long. However, they are still an effective way of advertising.

The importance of Display advertising

Display ads are a great addition to any marketing campaign. They provide a vivid view of the experiment in various dimensions and locations.

They are the best way to create awareness, collect clicks, and generally generate interest from users who do not yet know about a particular product or are unaware that they might need it.
The success of display campaigns primarily lies in the correct targeting of the audience and the creativity of the ad itself.
It is good to use them when the product offered is more visual, such as home decor or entertainment. To create awareness among passive audiences when there is a long sales cycle. Reminds the user of the product and the required action.

It’s sometimes best to provide the same goods to various groups in different methods. Even if they seek the same thing, the exact ad wording will not motivate them in the same way.

Display ads are image ads. Both pictures and animations.
And unlike search ads, which collect those who are actively and purposefully looking for something and know what they need, the so-called pull approach, display ads, use the push approach on a selected audience.
We show a message and develop interest and demand for what is offered through the ad based on the interests or demographically defined audience.

Image ad format requires attention. Often regardless of users’ wishes, which is why they are great for brand awareness of cold audiences. Also, as a reminder to users who have looked at something and forgotten about it.
Investment in display ads is increasing year by year. As a result, the difference between the amount spent on search and display ads is growing.


Google Display Network

The Google Display Network (GDN) offers targeting options to find the right audience and strategically place your ads in the right places.
In this way, the ads reach an audience that is in an earlier or even completely initial buying cycle.
GND allows ads and offers to be displayed to users who have not started an active search.


The Audience based targeting method on the Google display network allows you to control when and where your ads appear and to whom they appear. Audience targeting can be done according to the interests of individuals, age, and gender. This means that ads can appear on sites thematically related to our business or users who meet specific criteria.

Audience segments

  • Affinity – users who have a passion for something, and what is offered could be attractive to them.
  • Life events – include those users who have reached a life milestone, such as Job change, marriage, graduation, moving, purchasing a home, or retirement.
  • In-Market – customers are actively searching for products we’re offering and have already expressed a clear intention to buy.
  • Custom audiences – when we need more detailed targeting than already predefined Google segments, there’s an option of creating our unique audience. We make our ideal audience based on the terms they google and the websites and apps they use.



Demographic targeting allows selecting an audience that fits within the given frameworks. Groups are specified by age, gender, parental status, and household income. Google collects demographic information about each user from a Google profile linked to the user’s browser and from social media sites where the user shared this information.
Although demographic targeting is also used to identify populations for targeting, it is more commonly employed for negative targeting. For example, to block ads from being presented to groups, we don’t want to see them since they’re irrelevant.


Geotargeting uses the user’s location to decide who the ad is intended for. It is based on automated or assumed knowledge of customers’ location.
Geolocation finds its meaning in targeting the area where our potential users are located but also in directing the audience to physical stores on a particular site.



Types of image ads


Responsive display ads

Responsive display ads – Enables individual upload assets (images, videos, titles, descriptions), and Google uses machine learning to determine assembly combinations for each ad displayed. It uses what it has learned to predict the success of an individual assortment based on its display history and thus indicates the most successful combinations as an ad. In addition to easy optimization, responsive display ads offer time savings because there is no need to create banners in various dimensions and combinations of assets. Ad size and layout automatically adjust to fit available ad spaces.

Native ads

Although the general goal of display advertising is to highlight what is on offer and attract the eye’s attention, native ads have a completely different purpose. As much as possible to blend in with the environment, to fit in as a logical sequence and part of the environment.
They generally lead users to click and arrive at the desired location by offering relevant information about the topic.

 Uploaded display ads

Gives complete control over the visual appearance and dimension of the ad. As a result, the ad is always the same and strictly as it was intended, but the disadvantage is that it is necessary to create each size and combination separately, which takes a lot of time.
Images can be uploaded as GIFs, JPG, and PNG. Also, HTML5 or AMP HTML can be uploaded as ZIP.

 Engagement ads

They allow engaging image or video ads on display networks or YT.

Plain text vs image

Plain text vs image

Display ads image sizes

For responsive ads, Google uses image size in two formats:
-> 1.91: 1, min 600 * 314
-> 1: 1, min 300 * 300

Every image we upload as an asset is cropped in the specified format. Therefore, it is vital to pay attention to the composition of the image itself and what it shows so that the image does not lose its meaning after being cut. This is also an excellent option to use the same pictures for responsive ads and ads on other platforms.

Responsive ads are used to accommodate as much advertising space as possible.
If the decision is that it is more important always to have the same banners and the same unchanged content, pre-made banners are uploaded in well-defined dimensions.

In addition to the dimensions of the banner, an important condition is that each finished banner must not have more than 150 kb.

Ad sizes

The top-performing and most popular ad sizes are:

728 * 90 – Leaderboard
336 * 280 – large rectangle
300 * 250 – medium rectangle
300 * 50 – mobile banner
160 * 600 – wide skyscraper
300 * 600 – half-page
320 * 50 – mobile leaderboard
250 * 250 – square
320 * 100 – large mobile banner
980 * 90 – popular European size

There are several regional dimensions, so in addition to the European size, the following are also specific:

750 * 200 – A top size in Poland
980 * 120 – Most popular in Sweden, Finland, and Norway
250 * 360 – second most popular ad size in Sweden
750 * 300 – The third most popular in Poland
950 * 90 – A top size in Chine
930 * 180 – Preferred in Denmark
750 * 100 – Popular in Poland
580 * 400 – Very popular in Norway
240 * 400 – A top size in Russia




Ad slot expansion

As an additional aid in advertising, if there is a similar-sized display for a specific size, Google will adjust it to the free slot. Although the image does not perfectly match the height and width dimensions, it is adjusted using advanced imaging techniques.



A lot can be achieved with the right target group and a message tailored to that target group.
It’s possible to target someone with advertising when browsing the web, viewing YouTube videos, or even checking their Gmail account.