If you have any experience with Google PPC, you may know about the display network. If not, Google allows you the advertiser to advertise via any site on the web that hosts Google AdSense ads. Adsense ads come in a variety of flavors, different sizes, text or images, or even animations which allow advertisers to reach customers in a variety of ways. What makes the advertising venue so appealing to advanced display network advertisers is the ability to put together ads that others are unwilling to. You may ask why advertisers may not leverage advertising that is working for them, and the answer is because the average advertiser does not or cannot get ads together in the correct formats to do so.
Text ads are the most common display advertising type, and also the easiest ads for advertisers to place in the system. Image ads are a bit harder to pull together logistics wise, and require the advertising manager to know what specific requirements the Google adwords display network platform requires. The lack of demand in the odd shapes of ads that are found in the display network offer low hanging fruit to those who “go the extra mile”. All you need to do is know what default sizes the ads can be displayed in, and let your designer know to replicate each ad you plan on testing in these sizes. There are a total of 8 different ad sizes, of which are listed here below:
Leaderboard (728 x 90)
Banner (468 x 60)
Small Square (200 x 200)
Square (250 x 250)
Skyscraper (120 x 600)
Wide Skyscraper (160 x 600)
Medium Rectangle (300 x 250)
Large Rectangle (336 x 280)
The most common sizing of ads are what are most commonly used by webmasters in the Google display network, but it is the lesser targeted ad sizing that provides such a good value. Commonly used ad sizing include banner and skyscraper ads as well as the larger square ads.
Ads that provide a cheaper cost per click should still convert at the same rate as any other clicks that you may get from other ads, so do not miss out on the opportunity. For extra credit, you as the advertiser can run animated or flash based image ads on these lesser used ad spots to get even more clicks at a reduced cost. Animated ads do get the attention of the internet user, and if your ad provides something the average user wants to click on, this will provide you with more revenue for your efforts. Animated ads will generate almost 5x as many clicks as a standard image ad, so ratchet up those savings starting today.