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: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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