Google Ads Specifications: Ad Formats, Sizes And Best Practices

Google Ads can be a bit overwhelming, especially with all the different ad formats and specifications. This blog post aims to break down the essentials of Google Ads ad formats, sizes, and best practices, making it easier for you to create effective ads. Let’s dive into the details for each campaign type.

Google Ads App Campaigns

Google Ads App Campaigns

Text Requirements

  • Headlines: 30 characters (1 to 5 recommended)
  • Descriptions: 90 characters (1 to 5 recommended)

Image Requirements

  • Sizes: Landscape (1200 x 628), Portrait (1200 x 1500), Square (1200 x 1200)
  • File Types: JPEG or PNG, max 5 MB

Video Requirements

  • Lengths: 10 to 60 seconds
  • Types: Landscape, Vertical, Square
  • Number: 1 to 3 videos recommended

Best Practice: Use the maximum number of headlines and descriptions to improve ad performance. Upload high-quality images and videos to capture attention.

Google Ads Demand Gen Campaigns

Google Ads Demand Gen Campaigns

Text Requirements

  • Final URL: Required
  • Business Name: Up to 25 characters
  • Headlines: Up to 40 characters (1 to 5 recommended)
  • Descriptions: Up to 90 characters (3 to 5 recommended)

Image Requirements

  • Sizes: Landscape (1200 x 628), Square (1200 x 1200), Portrait (1200 x 1500)
  • Logo: Square (1200 x 1200)
  • Number: 3 images recommended

Video Requirements

  • Lengths: 10 to 60 seconds
  • Types: Landscape, Vertical, Square
  • Number: 3 videos recommended

Best Practice: Utilize all text and image slots available. Videos are optional but can significantly enhance engagement.

Google Ads Display Campaigns

Google Ads Display Campaigns

Text Requirements

  • Headlines: 30 characters (1 to 5 recommended)
  • Long Headline: 90 characters
  • Descriptions: 90 characters (1 to 5 recommended)
  • Business Name: 25 characters

Image Requirements

  • Sizes: Landscape (1200 x 628), Square (1200 x 1200), Logo (1200 x 300)
  • Number: Up to 15 images for landscape and square

Best Practice: Provide as many headlines, descriptions, and images as possible to allow Google to optimize combinations for the best performance. Use original images over stock photos for better uniqueness and appeal.

Google Ads Performance Max (PMax) Campaigns

Google Ads Performance Max (PMax) Campaigns

Text Requirements

  • Headlines: 30 characters (3 to 15 recommended)
  • Long Headline: 90 characters
  • Descriptions: 90 characters (4 recommended)
  • Business Name: 25 characters

Image Requirements

  • Sizes: Landscape (1200 x 628), Square (1200 x 1200), Logo (1200 x 300), Portrait (1200 x 1500)
  • Number: 4 for landscape and square, 1 for logo

Video Requirements

  • Lengths: 10 or more seconds
  • Types: Landscape, Vertical, Square
  • Number: 1 each recommended

Best Practice: Maximise the number of headlines, descriptions, and images to leverage Google’s machine learning for optimal ad performance. Ensure videos are uploaded to YouTube for use in the campaign.

Google Ads Search Campaigns

Google Ads Search Campaigns

Text Requirements

  • Business Name: Up to 25 characters
  • Headlines: Up to 30 characters (1 to 20 recommended)
  • Descriptions: Up to 90 characters (4 recommended)

Image Requirements

  • Logo: Square (1200 x 1200)

Best Practice: Use the maximum number of headlines and descriptions to allow Google to test and optimise the best combinations. Include a business logo to build brand recognition.

Google Ads Video Campaigns

Google Ads Video Campaigns

Ad Formats

  • In-feed Video Ads: Horizontal (16:9), Vertical (9:16), Square (1:1)
  • Resolution: 1920 x 1080 (HD)

Text Requirements

  • Headlines: Up to 40 characters
  • Descriptions: Two lines of 35 characters each

YouTube Masthead

  • Headline: Less than 40 characters
  • Description: 60 characters or 16 characters

Video Action Campaigns

  • Lengths: Greater than 10 seconds
  • File Types: MP4 recommended

Best Practice: Use high-resolution videos and keep them within recommended lengths. Ensure videos have clear and engaging messages within the first few seconds.

Conclusion

Creating effective Google Ads involves understanding the various formats, sizes, and best practices for each campaign type. By maximizing the use of headlines, descriptions, images, and videos, and adhering to Google’s specifications, you can optimize your ad performance and reach your target audience more effectively. Remember, original and high-quality content is key to standing out and achieving the best results.

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