Yige Tips | Introduction and comparison of Google display ad formats: JPEG, GIF, HTML5 (recommended collection)

Which file format should I use for my ad?

When we choose which file format should be applied to our multimedia ads, we usually have the following questions:

1. What file formats can Google Display ads accept?

2.What is the difference between JPEG, GIF and HTML5?

3. What are the advantages and disadvantages of various formats?

4. How to create multimedia ads in different formats?

Before we look at each format, let’s first understand which ad sizes are generally considered more popular with Google!

Two basic points for creating Display Ads

01Multimedia Ads (Banner Ads) File Size

Whichever format you use, make sure it is no larger than 150kb .

If you use an online converter to change the file size, many times the ad will become blurry.

Therefore, it is important to remember that this should be taken into account when designing from the beginning, so that the ad has smaller pixels in its original format.

02Call -to-Action Button

There are many GDN multimedia ads on the Internet. However, one of the ways to successfully attract customers is to add call-to-action buttons such as register now, buy now , etc.

However, I recommend that you avoid certain call to action button words, such as "click here," as Google will more easily identify these as click baits .

Multimedia ad formats: most commonly used

PNG

JPEG

HTML5

GIF

HTML5

AMP

PNG and JPEG are static formats, while GIF, HTML AMP, and HTML5 are animated formats.

Static formats are considered old-fashioned by the public. Static ads are generally poor in information and content. If you try to add a lot of information to a static format, it will look very unsightly .

Therefore, using animation format is generally a better choice.

Well, let's analyze the advantages and disadvantages of the above formats in detail.

JPEG

Most commonly used

JPG or JPEG is considered the most commonly used image file format around the world. This format is often used in social media ads, websites and even traditional printing.

The JPEG format is named after its creators, the ''Joint Photographic Experts Group".

advantage

  1. A wide range of colours available
  2. JPG files are available in low, medium and high quality

shortcoming

This file type is considered to be vulnerable to loss. Simply put, Lossy File Format often means that when you try to reduce the file size, the quality will gradually degrade.

Create the tools you need

There are many softwares that can create JPEG, the most commonly used ones are Adobe illustrator or Adobe PhotoShop......

PNG

widely

This file format is another important image file format. It is considered a "less-complex (less-lossy)" format. This means that you can easily edit the image without compromising on the quality.

PNG is the abbreviation of Portable Network Graphics. This format is widely used in web design, and it is not compatible with Print.

advantage

  1. Ability to use transparency and/or opacity, unlike JPG which only preserves the white background
  2. Because of its fineness, it is more suitable for small images such as logos, graphic elements, etc.

shortcoming

File size is relatively larger than JPEG

Create the tools you need

There are many softwares that can create JPEG, the most commonly used ones are Adobe illustrator or Adobe PhotoShop......

GIF

More Like

GIFs can be used in both animated and static formats, but people usually prefer to use the animated format. Advertisers around the world use GIF extensively because it is easy to create and can be done with any coding language. You can find GIFs everywhere on the web. For now, many people use GIFs to place Google banner ads because of its ease and simplicity.

It is recommended to use only three images per GI F (no more than 150KB in total). If you use more than 3 images, each image will get less KB, which will affect the quality (it will look ugly, blurry and loose).

advantage

6 times faster than regular ads

shortcoming

Since the way animation is played is actually playing pictures frame by frame, GIF looks mediocre.

The biggest disadvantage is that GIF can only use 256 colors. This means that GIF animations will not have the best image quality.

Google's requirements for GIF animations

Length: 30 seconds or less

Loop: Can be played in a loop, but must stop after 30 seconds

Speed: Less than 5FPS

Create the tools you need

There are many softwares that can be used to create it, the most commonly used ones are Adobe illustrator or Adobe PhotoShop

HTML5

Most famous

Flash has been dead for a while. In the past two years, Google Display Network has also announced that it will no longer accept Flash ads and will replace them with HTML animated ads. In 2019, the most famous ad format is HTML5. It uses Javascript and CSS and allows users to create wonderful transitions and animations.

If you use Google Web Designer to create HTML5, you must put the output file in a .zip folder. Most people think that .zip folders need to be unzipped, but you don't. You can upload the .zip file to the Google Ads platform when creating Google Display ads.

advantage

  1. This is an open web standard format file, which means that all browsers and operating systems support this format.
  2. HTML5 size is smaller than animated GIF files
  3. It allows embedding of audio, video and media content

shortcoming

  1. HTML5 development tools need to consider the necessary changes to Android, iOS or Windows systems and codes
  2. Mastering coding takes years of practice and learning, but you can easily develop dynamic HTML5 ads using tools like Google Web Designer or even Bannersnack, which doesn’t require you to be very familiar with coding.

Google's HTML5 Ad Requirements

If you plan to run a PPC campaign using HTML5 ads, then you must first understand the requirements.

You may only serve HTML5 ads on Google if:

  1. Learn all about policy compliance
  2. Good payment history
  3. 1000 USD invested

Create the tools you need

Google Web Designer, Onlymega, Onlymega and Onlymega

AMP HTML5

Most commonly used

AMP is the abbreviation of Accelerated Mobiles Page project. It is an open source initiative to improve the web. The vision of the project is to make websites and ads more beautiful, fast and efficient on all devices.

AMP ads are lighter, faster, and more secure. They are known to provide better user experience and increase engagement rates. AMP HTML ads can be built with the help of AMP HTML. Apart from this, various smart components can also be used.

advantage

  1. 6 times faster than regular ads
  2. Its lighter properties allow for a better experience
  3. You must validate AMP HTML ads before serving them to eliminate the risk of malware and gain customer trust.
  4. According to Google, “AMPHTML ads can be served on both AMP pages (via Ad Manager AMPHTML ad tags) and non-AMP pages (via Google Publisher Tags). This includes desktop and mobile web environments.

shortcoming

Settings such as blur effects, looping, action URLs, and embeds are not available

Google's requirements for AMP HTML5 ads

Unlike HTML5 ads, you don’t need to have a long history of running Google ads or a good payment history.

Create the tools you need

Google Web Designer, Onlymega, Bannersnack and Bannerflow.

HTM5 has better performance, but AMP HTML5 is not as good as Google claims, and its click-through rate is even lower than that of GIF format.

If you really want to run Display Ads (GDN Banner), it is recommended to consider HLML5 first. If your account does not meet the conditions for running HTML5, you can choose GIF or AMP HTML5.

So just choose any format you are familiar with to create your ad . If you are familiar with AMP HTML5, use AMP HTML5. If you are familiar with GIF, use GIF.

Summarize

What can improve your click-through rate, conversion rate, and ROI? Choosing the best file format for your display ads.

In most cases, animated formats are better than static formats . The first choice is HTML5 , followed by AMP HTML5. The third is GIF, followed by JPG and PNG file formats.

Do you get it?

Want to learn more detailed knowledge? You can sign up for our monthly [Google Training Camp]. We have held many Google marketing talent training sessions. If you feel confused or your company needs professional marketing talent, you can contact Google experts for free consultation!

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