Home » News » Google Ads advertising banners. What to look for when creating graphics on the Google Display Network

Google Ads advertising banners. What to look for when creating graphics on the Google Display Network

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The history of the origins of advertising banners goes back to October 27, 1994. A simple black rectangle has appeared in the new medium, which was the Internet at that time. It was on the website www.hotwired.com, and it was enticing with a simple slogan: “Did you click here?”. It was the first banner ever to use website space commercially. After clicking it, the Internet user was taken to the AT&T teleoperator’s website. The effect that was achieved then is now the dream of many advertisers. Why? The effectiveness of the banner was as high as 44 percent. How to create compliant and “clickable” banners? You will find the answer in the text.

Ad networks

In this post, I will focus only on the possibilities offered by the largest advertising network on the Internet, i.e., Google. There are over 2 million websites, applications, or video channels on which it is possible to display advertisements in the form of a banner. This huge free advertising space gives a practically unlimited range of display campaigns – focusing on presentation in banner forms.

Define the purpose of the ad

Before creating a banner creation, it is worth considering the purpose and what the advertisement is to be used for. Sales creatives should be different from those aimed at building brand awareness. To create an ad that matches your assumptions, Google suggests several types of ads that will present your message differently.

Classic advertising banners

The most common type of banner is static display bannersTheir creation, despite the theoretical simplicity, often causes many problems for customers. Is the color right? Shouldn’t the frame be 5 cm to the left? Have we put a good product? To avoid these questions and stress, it is worth using the services of a professional graphic designer who will prepare a ready-made project based on guidelines and a brief.

Campaign planning

When choosing graphics, you also need to consider and evaluate your budget for activities in the display network. If you do not have funds for a wide campaign, the costs of which have to be counted in tens of thousands of zlotys, is it worth investing in creating many sets of graphics? Are you able to run ad performance testing within your budget? Entrepreneurs have to deal with such questions and have to set up and optimize campaigns themselves. If you lack experience, seek help from a marketing agency. An important element of the work of a Google Ads Specialist is the estimation of traffic and results with the indicated budget assumptions and target groups. We will prepare a campaign that sells! Choose your industry

With the current development of behavioral targeting and automated solutions, the Google advertising network can provide many interesting and diverse groups of recipients. The advertisement can be directed, for example, to users browsing specific subpages or interested in given keywords. There are millions of solutions, and you need to find the effective ones.

How to design an ad

Once you’ve decided what you want to promote, pay attention to a few graphic elements of the banner. Compose it so that it is clear and legible, and there is harmony between the colors. Letters should match the font and style of the entire composition. Try not to create highly contrasting content. Intense colors attract internet users, but they cause discomfort and the desire to look away to a great extent. Ensure that clear text is placed on a uniform, separate surface of the banner – without textures and shadows. In addition, remember that your advertisement should be consistent in color and immediately allow the user to identify it with your company. This allows you to build brand awareness among customers, even if the campaign goal is completely different. Also, do not forget to add your logo or have a separate design if you do not have one. There are two rules that you can use to maintain the right color balance. The first is the well-known 80-20 Principle – commonly known as the Pareto Principle. In this composition, the dominant color makes up 80% of the creation, and the distinguishing color, often highly contrasting, is 20%. The second is the 60-30-10 rule, where the main color is 60%, the next complementary color is 30% of the surface, and 10% is the last contrasting color. It is used for buttons, passwords, and other elements that should be highlighted. The last key detail that should be included in Google Ads banner images is the so-called Call to Action, i.e., buttons that encourage action. For the graphic to be effective, it must contain a separate confirmation of the possibility of providing the service. Depending on your offer, the marketing message may be different. For example, it will be: “Buy Now!” And for car parks at the airport: “Book a parking lot.” The CTA must harmonize with the composition of the advertisement, and at the same time, stands out from its background.

 When creating advertising content, keep in mind their intent and purpose. They must be tailored to the audience of your service. Don’t make pink graphics if you want to target your ad to people in business. Leave dark colors for more serious services than selling children’s toys. 

Forbidden industries

Misleading ads are prohibited! Google will block any attempt to create such content. Do not design graphics that refer to warnings or general warning signs. Protecting your audience from harmful content and protecting their privacy on the Display Network is a priority for Google. Therefore, when considering what ads you want to create, check that your service is not on a banned or restricted industry list. For a complete list, see Google Support.

Examples of industries prohibited on the Display Network:

  • dangerous services or products (drugs, substances of unproven plant or chemical origin, ammunition, explosives, tobacco products),
  • breaking the law (hacking, bots, instructions on breaking security rules, forging documents, financial pyramids),
  • inappropriate content (offensive, intimidating, degrading, discriminatory, religiously, cruel, vulgar).

Industries with restrictions:

  • erotic content is allowed on the Google advertising network if it is not targeted at minors,
  • beer, wine, sake, vodka and other alcoholic beverages cannot be advertised in the advertising network,
  • copyrights – copyrighted products, this applies to all Google services,
  • gambling and games of chance – traditional and online casinos, bookmaker, private lotteries of games of chance, sports betting,
  • healthcare and medicines – online pharmacies, prescription drugs, unapproved substances (botox and hyaluronic acid), herbal preparations with a dangerous active substance, addiction services, clinical trials, contraception.

Audience lists on the Google Display Network, or remarketing, also have an extended list of restrictions. Tracking ads cannot reveal sensitive data about the recipient in their message.

Examples of remarketing limitations :

  • relationships between people – e.g. divorce, death of a family member, dating apps,
  • contraception
  • possible commission of a crime,
  • physical and mental violence,
  • sexual orientation,
  • political views,
  • membership of trade unions,
  • ethnicity,
  • confession,
  • health problems.

All of the rules for creating marketing content above apply to standard Ads banners and all types of ads used on the display network. Other formats available on the Google Display Network include:

  • HTML5 ads,
  • flexible display ads,
  • promoting applications ,
  • Lightbox type.

HTML5 ads 

Creating HTML5 content allows the use of interactive elements. Such advertisements work well in the tourism or catering industries, where several proposals can be displayed on one creation. Account and expense history is required to use this format. You can also submit your application manually if you do not meet the requirements at this link. This allows you to reduce Google’s wagering requirements to $ 1,000.

Ads promoting applications

This type of ad is used in campaigns promoting apps and is displayed on mobile devices. They allow you to install applications directly after clicking the advertisement, taking the recipient to Google Play or the AppStore. To promote them, classic advertising banners adapted to mobile devices are used.

Lightbox ads

Lightbox images combine the advertising resources previously uploaded to the Google Ads system (e.g., photos, videos, or maps), automatically creating content adapted to the configured context and user. When you hover the cursor over an advertisement, this enlarges and adjusts to the screen size to display a movie or image composition. The billing method is important here because the moment of payment is the moment of interacting with the ad, not the moment of going to the landing page. 

Responsive display ads

The latest solution that Google proposes for advertising network campaigns is flexible display ads. They are characterized by very high ranges, resulting from the intelligent matching of the advertisement to the advertising space and the simplicity of creation. To generate a responsive ad, you’ll need to select that specific ad type and submit it to the inventory in your Google Account:

  • image,
  • heading,
  • logo,
  • ad text,
  • possibly a movie.

Having these elements in place, the ad will be generated automatically and natively match the ad space. Google has identified several areas that should be addressed when preparing such ads.


  1. Up to 15 uploaded high-quality images to showcase the business, service, or brand you’re promoting.
  2. Don’t use collages, curved images, text overlaid on an image, filters, or images with a border.


It is an optional element. However, each properly constructed advertisement should contain the company’s logo. If you don’t submit it, Google will automatically adjust the image to you (e.g., the first letter of your company name).

  1. Choose graphics in 1: 1 or 1: 4 aspect ratios.
  2. Well justified and evenly trimmed.
  3. No additional elements in the logo that can distort its appearance.
  4. Suggested transparent background.

Responsive ad texts

Standard texts in responsive ads contain up to 90 characters and 5 headings. It is worth using all of them to get high-quality advertising and give machines a place for testing.

Long and short headline

The big change to responsive advertising is the addition of a long headline that does not appear outside the ad network. The long headline is 90 characters long and the short headline 25 characters long. Remember that the long headline is always displayed, and its text should be unique to show on its own.


Display advertising is one of the easiest ways to advertise your business on the internet. Comparing them to traditional advertisements, such as billboards or TV spots, which require hundreds of thousands of zlotys budgets, creating a display campaign seems very simple. However, for such a promotion to bring a positive effect, you need an idea, good preparation, and implementation. Thanks to Google, creating such content every year becomes easier and allows many small entrepreneurs to achieve success with the support of specialists!

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