Which Google AdWords Display Ads Convert The Best?

November 30, 2015 / Featured, Google Updates, Link / 0 Comments /

Size Matters

If you spend marketing dollars on display advertising, it’s crucial to understand and track which banner sizes are the most effective to generate impressions, clicks and ultimately conversions (in the form of a sale).

The data is based on billions of ad impressions worldwide and was published in a Google report about display advertising trends.

Ad Inventory based upon Impression Share – Size Matters


The top 10 banner formats based on ad impression share (from highest to lowest), on Google’s display networks, with the top 3 banner sizes providing access to 78% of all ad impressions.

In order to design the best performing banners, it’s imperative to understand what ad inventory is available. As an advertiser, if the wrong banner sizes are chosen, you effectively limit the reach of your ad campaigns.

The limit of the last seven ad sizes could be due to a variety of factors such as third party CMS (Content Management Systems) and their sidebar width limitations or requirements, or popular website ad size preferences with widths being much smaller (less horizontal virtual real estate).

Here are the most important banner sizes on the Google Adwords display network:

1. Medium Rectangle: 300×250
2. Leaderboard: 728×90
3. Wide Skyscraper: 160×600

Additionally, you can use tools like AdBeat or AdClarity to analyze a competitor’s advertising strategy. Tools such as this allow you to instantly uncover any advertiser’s online strategy.

Google AdWords Display Benchmarks (Click-Through Rate)

blog1All Verticals


Strong Automotive Merchandising’s Performance Results

Performance click-through rate metrics from the last four months, from eight display / retargeting clients for 300×250 Inline or Medium Rectangle ads. It’s the most served banner size on Google’s display networks. It captures a third of all served ad impressions and dominates click-through rates internally.

blog3That’s a .30% average, which is .26% higher than the Automotive vertical average.


At Strong, we not only comprehend which ad sizes automotive retailers should be using, but keep click-through rates and impressions at much higher rates than industry norms. Our interactive team stays abreast on the latest display advertising trends and goes to great lengths in order to help you accomplish your digital advertising goals.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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