Google banner ads

Google banner ads


AdWords uses the term “image ad” to refer to an online advertising banner.

The following types of ads are used:

  • image ads without animation (static picture in JPG, PNG, GIF formats);
  • image ads with animation (animated GIF);
  • HTML5 ads.

The maximum allowable weight of a Google AdWords banner, according to technical requirements, is 150kb. This restriction applies to all types of banners.

Banner content is subject to a number of requirements in accordance with Google’s advertising policies and regional advertising laws. A number of goods and services may be advertised with restrictions, indicating an age rating or additional legal information (disclaimer). Learn more about this at the AdWords Rule Center.

The design of banners also applies a number of requirements in terms of design and common sense. You should not use too catchy “poisonous” color combinations, poorly readable fonts, poor-quality photographs or misleading effects (flickering, flash, etc.).

At the same time, Google AdWords allows you to place call-to-action buttons on banners, almost any animations and interactive elements, which provides great freedom in creative development and makes Google Adwords banners an effective advertising tool.

Banners uploaded to AdWords undergo a moderation process. Typically, a review takes a day, after which the status of the image ad changes from “Under review” to “Approved” or “Approved with restrictions”. In the last case, you will receive a comment from the moderator with recommendations for changes.

Google Adwords banner sizes.

AdWords offers 20 image ad sizes. Among them, formats for vertical and horizontal orientation, including for display on mobile devices, as well as in the YouTube video service.

The list of sizes of image ads is the same for all types of banners: static JPG or PNG images, animated GIFs or HTML5 banners. This set of formats is enough to launch a media banner campaign on the necessary advertising platforms, both on Google’s services and on Google’s partner sites. Moreover, most of the banner formats made for Google Adwords, after minor adjustments, can be successfully used in other advertising networks and platforms. Our experts will always help you choose the necessary formats when ordering the production of banners for Google Adwords.

Square and rectangle

Vertical formats

Horizontal formats

Formats for mobile devices

What is clickTag, and why does Google require it in HTML5 banners?

The clickTag parameter is a variable or, more simply, an intermediate link used by Google services to redirect the user to the advertiser's website after clicking on the banner. When a user clicks on a banner, the following message is sent to the ad network: “On such a website, they clicked on such a banner.”

The advertising service takes this into account in its statistics and tells the user's browser which page to open for viewing (depending on the settings of the advertising campaign). On the technical side, the service tells the browser that the clickTag parameter (that is, the address of the advertiser's website) is, for example: “”.

This is necessary to take into account click statistics, compile reports and to ensure that the transition address can be replaced in the advertising campaign account without making changes to the banner itself.

At the stage of creating the banner, the developer does not need to know the URL of the advertised page, it is indicated when adding the banner to the Google Adwords system in the advertiser's personal account. Google AdWords provides the advertiser with a complete set of tools for conducting truly effective advertising campaigns.

Our experts will help determine the choice of the necessary types and formats of Internet banners, which will be made on time and in strict accordance with the technical requirements of AdWords.