Google Ads Banner Advertising. How does the Advertising Network work?

Banner advertising makes it possible to reach a perfectly tailored audience on the web. Banner advertising as a graphic advertisement for a site that belongs to an advertising network gives you the opportunity to reach any of the more than 2 million websites around the world.

A banner ad with a properly targeted audience is a powerful lever for Internet marketing. When an ad has the right form and goes to the right places at the right time, it certainly brings measurable benefits to the advertiser. It is worth knowing how to carry out such marketing activities.

What are banner ads?

A banner ad can be displayed as a static or animated ad. How a banner ad works often depends on what web page it is displayed on. It can adapt to the character, design and theme of the pages. When banner ads match the sites on which they are published, they are simply more effective and do not destroy the integrity of the sites.

Advertising campaigns can also be conducted on social media sites. Websites that display this type of advertising must belong to an advertising network. When it comes to graphic ads, the following shapes of banners of different sizes are possible:

  • square and rectangular,
  • skyscraper,
  • long banner, and
  • banner advertising for mobile devices.

Each of the mentioned types of banner advertising is further divided into subtypes. Each of them, apart from shape, also differs in resolution expressed in pixels.

Dimensions of graphical ads in Google Ads

  • 300 x 100
  • 750 x 300
  • 750 x 200
  • 750 x 100
  • 950 x 90
  • 88 x 31
  • 220 x 90
  • 300 x 31
  • 980 x 90
  • 240 x 133
  • 200 x 446
  • 292 x 30
  • 960 x 90
  • 970 x 66
  • 300 x 57
  • 120 x 60
  • 320 x 400
  • 600 x 314
  • 468 x 60
  • 728 x 90
  • 250 x 250
  • 200 x 200
  • 336 x 280
  • 300 x 250
  • 120 x 600
  • 160 x 600
  • 320 x 50
  • 320 x 100
  • 300 x 50
  • 425 x 600
  • 300 x 600
  • 970 x 90
  • 240 x 400
  • 980 x 120
  • 930 x 180
  • 250 x 360
  • 300 x 1050
  • 480 x 320
  • 320 x 480
  • 768 x 1024
  • 580 x 400
  • 1024 x 768
  • 480 x 32
  • 1024 x 90
  • 970 x 250
  • 375 x 50
  • 414 x 736
  • 736 x 414

Examples of banner ads

How does banner advertising work?

Successful banner campaigns are based on graphic advertisements that encourage not only clicking on the banner but also conversion, i.e. using the advertised products or services. Appropriate graphics can attract the attention of Internet users and make them click on the banner belonging to the GDN network.

A banner ad in the Google Display Network can be displayed on YouTube, Gmail and the whole network of Google’s advertising partners – even on the most popular sites in Poland (you have the option to specify on which websites you want your ad to be displayed).

When it comes to creating banner campaigns, you can specify specific ad topics, which gives you the opportunity to increase the number of recipients from the desired target group. When creating a banner ad campaign, you can also apply contextual keywords. This solution allows your ads to appear on the devices of your target audience as part of your Google query support.

Contextual targeting helps businesses attract users who are genuinely interested in products or services in their industry. Reaching the right user is crucial in online marketing.

Demographic targeting, targeting by user interests, and remarketing are all possible in the ad network. When creating an advertisement, it is important to take into consideration not to violate copyright law, as those affected may file a complaint with a regulatory body. If the claim of a person who believes that his rights have been violated is recognized, the advertiser will bear the consequences.

Audience segments with similar interests

Customer segments in the market

How to choose the right recipients of banner ads in the Google advertising network?

Key to the effectiveness of the campaign is, to a large extent, accurate targeting, i.e. determining who to display the banner ad to. We need a specific profile of the user who is to see the banner.

The banner ad should have an appropriate target group. Ad targeting is a key element of advertising campaigns. By doing it right, it is easier to sell products and services or encourage app downloads, for example.

Google’s ad network, because of how it was designed, helps advertisers reach the right audience. You can strategically target potential customers and make sure that your investment in display advertising is worthwhile.

As an advertiser, you can:

  • find new customers or engage those already acquired (known as remarketing), thanks to the
  • use of the groups “Similar audiences” and also “Audiences in the market”,
  • increase conversions through automation, while making your ads display to new audiences found through the profile of your existing audiences as well as your landing page. Google Ads learns and makes online advertising reach the group of users that works best for your site.



What form of banner advertising is best when it comes to Google Ads?

Banner advertising can come in a variety of forms. For example, you can opt for a flexible ad, a flexible display ad, or a submitted display ad.

Flexible ads are those in which Google takes care of the optimization automatically. This maximizes the effectiveness when the graphic ad is displayed on web pages. These types of banner ads, importantly, adapt to the font and nature of the publisher’s site. Flexible banner advertising is therefore not intrusive in nature, as it is known as native advertising.

Flexible display ads are really a versatile form of online advertising. When you create this type of banner ad you can add up to 5 headlines, ad text and logos. Up to 15 marketing images can also be uploaded. This type of ad replaces flex ads as the default banner type in the Google ad network.

Uploaded display ads give you complete control over your ad network creations. Banner ads in this form are created outside of Google Ads. To create this type of ad, advertisers can use, for example, Google Web Designer. You can also design this type of banner as a flexible form in order to link it to a data file and use dynamic remarketing.

Which form of advertising is best depends on the individual case. Displayed in the right form, the ad is crucial to gaining new viewers to the website. A user who does not feel a dissonance between the ad on a web page and the nature of that page may be more likely to click on it. Sometimes the purpose of advertising is brand awareness and sometimes remarketing. Different goals determine different demand for banner ads on the Internet.

Very often the advertiser answers himself, before choosing the right form of advertising, the question of what the user needs to induce him to go to the website contained in the link. Also important are the destinations of the displayed advertisement.

Ad texts

Examples of advertisements

What are the payment models when it comes to an ad network advertising campaign and which one to opt for?

When an ad owner incurs a cost after clicking on a banner ad, the payment model is called CPC (Cost Per Click), or cost per click. Very often this payment model is used by an advertiser with sales goals. The mere display of ads therefore does not generate costs in the case described.

CPM/CPT, on the other hand, is a payment model in which advertisers incur a fixed amount when users view a banner 1000 times. CPM/CPT – Cost Per Mile / Cost Per Thousand allows you to limit the number of impressions for one person. Therefore, the ad will not be displayed more times than it has been set.

FF, or Flat fee is the settlement for the presence of a banner for a certain period of time on the page. For example, a banner ad can be on the website for 2 months and it is known top-down what the cost will be for the person who runs the campaign.

Bidding setting strategies

The amount of budget you need depends on how large your target audience is and how much reach you want to achieve. An ad that will display to a much wider range of users means a higher cost if it is charged by impressions or by click. An ad that does not have a precisely defined target audience also costs much more. When planning your budget, you should therefore think carefully about the advertisement and its role for the company you are promoting, for example.

How to check the data of an advertising campaign on the Google Display Network?

Your Google Ads account can be linked to your Google Analytics account, and the data contained on Google Ads will be processed in detail by the latter.

In the Google Display ad network, you can check the data of the campaign you are running. The provision of data by Google to the advertiser allows the advertiser to optimize promotional activities on the Internet. This type of data concerns clicks, costs spent on the campaign, as well as many other important parameters for banners.

A user who logs into Google Analytics can go to the Reporting tab and then Acquisition and Ads. The online banner data allows one to learn quite a lot about the results of the campaign, and therefore how effective the promotion of services is, how effective the promotion of products is, and what can be done to make the displayed ads even more effective.

On the Internet, all marketing activities should be well thought out and have a long-term strategy. Analyzing your Google Ads campaign data allows you to more effectively promote your website, services, products, apps and anything else that needs effective promotion.

Campaign view in the Advertising Network

Ad Network Summary

Services, products, websites, brands and applications promoted through banner ads gain popularity if the campaigns are properly executed. For example, while promoting a website, one should take care of proper targeting of the campaign.

Reaching users who are potentially interested in the website is possible by selecting, for example, the topic or keywords by which recipients of advertising messages will be selected. Unsuitable target absorbs unnecessary costs of advertising.

Choosing the right form of banner ad is very important in terms of campaign effectiveness and should be considered carefully. There are different payment models for this type of campaign and it is worth thinking about which one to choose.

Very often it depends on the purpose of our marketing. One thing is to build brand awareness and another is to sell a specific type of product.