Difference between revisions of "Google banners"

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'''This is an introduction to graphical banners and how they can best work through Google's AdWords and its related AdSense system.'''
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'''This is an introduction to graphical banners and how they can best work through Google Ads and its related AdSense system.'''
  
 
== Impressions and clicks ==
 
== Impressions and clicks ==
Line 7: Line 7:
 
== Graphical banners vs. plain text ads ==
 
== Graphical banners vs. plain text ads ==
  
There are plain text AdWords and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent websites. Plain text ads look all the same and are easily overlooked, much like ads in a newspaper are skipped. While there are exceptions, the lack of visual impact and overuse of plain text AdWords make them comparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.
+
There are plain text ads and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent web sites. Plain text ads look all the same and are easily overlooked. While there are exceptions, the lack of visual impact and overuse of plain text ads make them comparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.
  
 
== Where are graphical banner ads shown? ==
 
== Where are graphical banner ads shown? ==
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[[File:AdWords placement tool.jpg|thumb|300px|The ''Find placements'' interface in a Google AdWords account.]]
 
[[File:AdWords placement tool.jpg|thumb|300px|The ''Find placements'' interface in a Google AdWords account.]]
  
Graphical banners cannot be displayed on Google itself but can appear on a wide variety of websites and portals whose owners have signed up to display them via Google's AdSense syndication system. Sites on which placements are possible can be found in Google's AdWords Placement Tool.
+
Graphical banners cannot be displayed on Google itself but can appear on a wide variety of web sites and portals whose owners have signed up to display them via Google's AdSense syndication system. Sites on which placements are possible can be found in Google Ads' placement tool.
  
 
== Charge system ==
 
== Charge system ==
  
Graphical banner and plain text AdWords work according to a same bidding system within a one and same Google AdWords account and are normally charged on a PPC (pay-per-click) basis. Impressions, or simply views, do not cost anything. When clicking an ad on an AdSense connected website, Google shares its advertising revenue with the owner of the website where the ad is clicked.
+
Graphical banners and plain text ads work according to a same bidding system within a one and same Google Ads account and are normally charged on a PPC (pay-per-click) basis. Impressions, or simply views, do not cost anything. When clicking an ad on an AdSense connected web site, Google shares its advertising revenue with the owner of the web site where the ad is clicked.
  
Advertisers can determine a maximum they are willing to pay each time an ad is clicked as well as in which situations their ads should be shown, whether in plain text on Google itself, or as graphical banners and/or in plain text on various independent websites.
+
Advertisers can determine a maximum they are willing to pay each time an ad is clicked as well as in which situations their ads should be shown, whether in plain text on Google itself, or as graphical banners and/or in plain text on various independent web sites.
  
 
Advertisers can manually select which exact sites their ads should be shown on and/or permit Google's system to automatically determine placements based on broadly defined keywords (not recommended) and in which countries and regions their ads should appear. While advertisers can specify their maximum payment p/click and daily budgets, the exact cost p/click is set by an automatic minimum and maximum bidding system, determined by how many advertisers compete for having their ads displayed on certain sites and in various geographical regions. It may cost more to advertise on a particular site for a same ad to be shown to site visitors in California than in Madrid because more advertisers typically place competitive bids for their ads to be shown in the Californian region than in Spain for example.  
 
Advertisers can manually select which exact sites their ads should be shown on and/or permit Google's system to automatically determine placements based on broadly defined keywords (not recommended) and in which countries and regions their ads should appear. While advertisers can specify their maximum payment p/click and daily budgets, the exact cost p/click is set by an automatic minimum and maximum bidding system, determined by how many advertisers compete for having their ads displayed on certain sites and in various geographical regions. It may cost more to advertise on a particular site for a same ad to be shown to site visitors in California than in Madrid because more advertisers typically place competitive bids for their ads to be shown in the Californian region than in Spain for example.  
  
Alternatively, the AdWords system offers CPM (cost p/1000 impressions) based advertising.
+
Alternatively, the system offers CPM (cost p/1000 impressions) based advertising.
  
== Geo-targeting by IP range ==
+
== Geo-targeting by IP range and GPS coordinate ==
  
Google's system allows advertisers to target geographical areas, such as individual countries and cities, and depending on the infrastructure of a country's telecom system, it can even be possible to narrow banner display down to specific postal code districts. This applies to plain text ads shown directly on Google and graphical banners on AdSense enabled sites alike. Within Google's system, this is achieved by IP range identification. In other words, Google's ad-system knows from where each individual site visitor is browsing any AdSense enabled site and can thereby determine for which site visitors an ad should be displayed, as configured by advertisers within their AdWords accounts.
+
Google's system allows advertisers to configure and target geographical areas, such as individual countries and cities, and depending on the infrastructure of a country's telecom system, specific postal code districts. This applies to plain text ads shown directly on Google as well as graphical banners on AdSense enabled sites. In Google's system, it is done by IP range identification.
 +
 
 +
Geographical targeting surrounding a specified GPS coordinate can be applied to work with mobile devices which are configured to share users individual geo-locations. In short, in cases where Google's geo-detection system knows from where individual site visitors are browsing an AdSense connected site, they can determine to whom an ad should be served as configured by the advertisers within their Google Ads accounts.
  
 
== Provide all available display options ==
 
== Provide all available display options ==
  
 
<!--
 
<!--
320 × 50 Mobile banner
+
File types
320 × 100 Large mobile banner
+
Formats GIF, JPG, PNG, SWF, ZIP
468 × 60 Banner
+
Max. size 150KB
728 × 90 Leaderboard
+
Ad sizes
 +
Square and rectangle
 +
200 × 200 Small square
 +
240 × 400 Vertical rectangle
 
250 × 250 Square
 
250 × 250 Square
200 × 200 Small square
+
250 × 360 Triple widescreen
 +
300 × 250 Inline rectangle
 
336 × 280 Large rectangle
 
336 × 280 Large rectangle
300 × 250 Inline rectangle
+
580 × 400 Netboard
 +
Skyscraper
 
120 × 600 Skyscraper
 
120 × 600 Skyscraper
 
160 × 600 Wide skyscraper
 
160 × 600 Wide skyscraper
 
300 × 600 Half-page ad
 
300 × 600 Half-page ad
 +
300 × 1050 Portrait
 +
Leaderboard
 +
468 × 60 Banner
 +
728 × 90 Leaderboard
 +
930 × 180 Top banner
 
970 × 90 Large leaderboard
 
970 × 90 Large leaderboard
240 × 400 Vertical rectangle
+
970 × 250 Billboard
 
980 × 120 Panorama
 
980 × 120 Panorama
930 × 180 Top banner
+
Mobile
250 × 360 Triple widescreen
+
300 × 50 Mobile banner
580 × 400 Netboard
+
320 × 50 Mobile banner
970 × 250 Billboard
+
320 × 100 Large mobile banner
 +
 
 +
 
 
-->
 
-->
There are currently 18 possible display sizes. The available size for placement on any given site is determined solely by the preferences of the individual website publisher, not by the advertiser. To ensure a maximum reach for campaigns, multiple display options can be catered for by making graphical banners available in several available sizes. Below are the 10 most common sizes.
+
There are currently 20 possible display sizes. The available size for placement on any given site is determined solely by the preferences of the individual web site publisher, not by the advertiser. To ensure a maximum reach for campaigns, multiple display options can be catered for by making graphical banners available in several available sizes. Below are the 11 common sizes.
  
  
 
=== Banner (468×60 pixels) ===
 
=== Banner (468×60 pixels) ===
  
[[File:Banner.gif]]
+
[[File:Banner.gif|border]]
  
 
=== Half-page ad (300×600 pixels) ===
 
=== Half-page ad (300×600 pixels) ===
  
[[File:Half-page ad.gif]]
+
[[File:Half-page ad.gif|border]]
  
 
=== Inline rectangle (300×250 pixels) ===
 
=== Inline rectangle (300×250 pixels) ===
  
[[File:Inline rectangle.gif]]
+
[[File:Inline rectangle.gif|border]]
  
 
=== Large rectangle (336×280 pixels) ===
 
=== Large rectangle (336×280 pixels) ===
  
[[File:Large rectangle.gif]]
+
[[File:Large rectangle.gif|border]]
 +
 
 +
=== Vertical rectangle (240×400 pixels) ===
 +
 
 +
[[File:Vertical rectangle.gif|border]]
  
 
=== Leaderboard (728×90 pixels) ===
 
=== Leaderboard (728×90 pixels) ===
  
[[File:Leaderboard.gif]]
+
[[File:Leaderboard.gif|border]]
  
 
=== Mobile leaderboard (320×50 pixels) ===
 
=== Mobile leaderboard (320×50 pixels) ===
  
[[File:Mobile leaderboard.gif]]
+
[[File:Mobile leaderboard.gif|border]]
  
 
=== Skyscraper (120×600 pixels) ===
 
=== Skyscraper (120×600 pixels) ===
  
[[File:Skyscraper.gif]]
+
[[File:Skyscraper.gif|border]]
  
 
=== Small square (200×200 pixels) ===
 
=== Small square (200×200 pixels) ===
  
[[File:Small square.gif]]
+
[[File:Small square.gif|border]]
  
 
=== Square (250×250 pixels) ===
 
=== Square (250×250 pixels) ===
  
[[File:Square.gif]]
+
[[File:Square.gif|border]]
  
 
=== Wide skyscraper (160×600 pixels) ===
 
=== Wide skyscraper (160×600 pixels) ===
  
[[File:Wide skyscraper.gif]]
+
[[File:Wide skyscraper.gif|border]]
  
 
== Impressions that count ==
 
== Impressions that count ==
  
Ads always receive a much higher proportion of impressions than clicks. These impressions can count. A well-designed banner campaign visually connects a brand with a company, its website and URL. Such campaign can result in increased brand awareness by exposing customers to repeat impressions, providing reminders even when ads are merely noticed but not clicked on. In typically cluttered ad-spaces, this is where plain text AdWords fail to catch users attention. Again, only clicks are charged. In old print media, this is comparable to the impossible idea of advertisers paying a small amount only for those instances where readers actually read the advertisements.
+
Ads always receive a much higher proportion of impressions than clicks. A well-designed banner campaign visually connects a brand and product or service along with its URL by repeated impressions in ways that increase brand awareness, even when ads are merely noticed and not clicked. <!--In ad-cluttered spaces, this is where plain text AdWords fail to catch attention.-->
  
 
== Animated banners ==
 
== Animated banners ==
  
Animated banners are especially useful for small-screen displays where branding and images do not fit into the available space, e.g. mobile devices. For example, a banner can alternate between company name and logo, slogan, URL and photos.
+
Animated banners are especially useful for small-screen displays where branding and images do not fit into the available space, e.g. mobile devices. For example, a banner can alternate between company name and logo, slogan, URL and product photos.
  
Google's system dictates that a cycle of all frames in an animation must complete within 10 seconds, not counting the first (background) frame. Continued and infinite looping is permitted. Although Flash-based animations are permitted, they are best avoided due to their lack of support on mobile devices such as Ipads. The most widely supported animation method is therefore the old-fashioned GIF-based animation.
+
Google's system dictates that a cycle of all frames in an animation must complete within 21 seconds, not counting the first (background) frame. Continued and infinite looping is permitted but end at the last cycle completed within 21 seconds. <!-- Although Flash-based animations are permitted, they are best avoided due to their lack of support on mobile devices such as Ipads. The most widely supported animation method is therefore the old-fashioned GIF-based animation.-->
  
 
== Maintenance ==
 
== Maintenance ==
  
The AdWords system, having evolved for over ten years, has a wide and complex array of ad-delivery configuration options. While setting up a series of ads can easily be done, leaving them running unchanged is not a good solution. Instead, regular statistical analysis of clickthrough rates and monitoring placement opportunities, being sites that make banner spaces newly available to advertisers, can work to channel available ad-budgets onto the best value placements.
+
The ads system, having evolved over 20 years, has a wide array of ad-delivery configuration options. Setting up a series of ads can easily be done. Statistical analysis and finding new placement opportunities, being sites that make banner spaces newly available to advertisers, can help deliver maximum result for the available ad-budget.
  
 
__NOEDITSECTION__
 
__NOEDITSECTION__

Latest revision as of 08:44, 7 September 2021

This is an introduction to graphical banners and how they can best work through Google Ads and its related AdSense system.

Impressions and clicks

In online ad-terminology, an "impression" is when an ad appears in a browser request. The number of impressions is the number of times an ad is shown to users in a given time period. The "clickthrough rate" is the measure of how many times various site visitors have clicked the ad.

Graphical banners vs. plain text ads

There are plain text ads and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent web sites. Plain text ads look all the same and are easily overlooked. While there are exceptions, the lack of visual impact and overuse of plain text ads make them comparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.

Where are graphical banner ads shown?

The Find placements interface in a Google AdWords account.

Graphical banners cannot be displayed on Google itself but can appear on a wide variety of web sites and portals whose owners have signed up to display them via Google's AdSense syndication system. Sites on which placements are possible can be found in Google Ads' placement tool.

Charge system

Graphical banners and plain text ads work according to a same bidding system within a one and same Google Ads account and are normally charged on a PPC (pay-per-click) basis. Impressions, or simply views, do not cost anything. When clicking an ad on an AdSense connected web site, Google shares its advertising revenue with the owner of the web site where the ad is clicked.

Advertisers can determine a maximum they are willing to pay each time an ad is clicked as well as in which situations their ads should be shown, whether in plain text on Google itself, or as graphical banners and/or in plain text on various independent web sites.

Advertisers can manually select which exact sites their ads should be shown on and/or permit Google's system to automatically determine placements based on broadly defined keywords (not recommended) and in which countries and regions their ads should appear. While advertisers can specify their maximum payment p/click and daily budgets, the exact cost p/click is set by an automatic minimum and maximum bidding system, determined by how many advertisers compete for having their ads displayed on certain sites and in various geographical regions. It may cost more to advertise on a particular site for a same ad to be shown to site visitors in California than in Madrid because more advertisers typically place competitive bids for their ads to be shown in the Californian region than in Spain for example.

Alternatively, the system offers CPM (cost p/1000 impressions) based advertising.

Geo-targeting by IP range and GPS coordinate

Google's system allows advertisers to configure and target geographical areas, such as individual countries and cities, and depending on the infrastructure of a country's telecom system, specific postal code districts. This applies to plain text ads shown directly on Google as well as graphical banners on AdSense enabled sites. In Google's system, it is done by IP range identification.

Geographical targeting surrounding a specified GPS coordinate can be applied to work with mobile devices which are configured to share users individual geo-locations. In short, in cases where Google's geo-detection system knows from where individual site visitors are browsing an AdSense connected site, they can determine to whom an ad should be served as configured by the advertisers within their Google Ads accounts.

Provide all available display options

There are currently 20 possible display sizes. The available size for placement on any given site is determined solely by the preferences of the individual web site publisher, not by the advertiser. To ensure a maximum reach for campaigns, multiple display options can be catered for by making graphical banners available in several available sizes. Below are the 11 common sizes.


Banner.gif

Half-page ad (300×600 pixels)

Half-page ad.gif

Inline rectangle (300×250 pixels)

Inline rectangle.gif

Large rectangle (336×280 pixels)

Large rectangle.gif

Vertical rectangle (240×400 pixels)

Vertical rectangle.gif

Leaderboard (728×90 pixels)

Leaderboard.gif

Mobile leaderboard (320×50 pixels)

Mobile leaderboard.gif

Skyscraper (120×600 pixels)

Skyscraper.gif

Small square (200×200 pixels)

Small square.gif

Square (250×250 pixels)

Square.gif

Wide skyscraper (160×600 pixels)

Wide skyscraper.gif

Impressions that count

Ads always receive a much higher proportion of impressions than clicks. A well-designed banner campaign visually connects a brand and product or service along with its URL by repeated impressions in ways that increase brand awareness, even when ads are merely noticed and not clicked.

Animated banners

Animated banners are especially useful for small-screen displays where branding and images do not fit into the available space, e.g. mobile devices. For example, a banner can alternate between company name and logo, slogan, URL and product photos.

Google's system dictates that a cycle of all frames in an animation must complete within 21 seconds, not counting the first (background) frame. Continued and infinite looping is permitted but end at the last cycle completed within 21 seconds.

Maintenance

The ads system, having evolved over 20 years, has a wide array of ad-delivery configuration options. Setting up a series of ads can easily be done. Statistical analysis and finding new placement opportunities, being sites that make banner spaces newly available to advertisers, can help deliver maximum result for the available ad-budget.