All About Web Banners

Banner ads are one of the ways of advertising on the web today and, for many sites, a fundamental source of revenue. The concept is simple: site owners offer up space in their design for an advertiser to fill with a banner ad in return for a fee. Much like any form of advertising, however, the success of a given campaign can be easily ruined by a bad design.

Size Matters.

Yes you read that correctly, in this case size does matter. To start off, AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use.

The keyword, when searched for, triggers your ad to be shown. AdWords at the top ads that appear under the heading “Sponsored Links” found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website. According to Google, the top Google Banner Ad sizes in 2017 are:

120 x 600 – Skyscraper : This is a great size for downward descending visuals or text. Its narrow width allows it to fit where wider ads won’t go. Its height brings enough visibility for solid advertising impact.

160 x 600 – Wide Skyscraper : Like the narrower Skyscraper, the Wide Skyscraper serves a similar purpose. As you’d expect, it’s bigger! The width allows even more messaging impact.

200 x 200 – Small Square : A tight square ad with a versatile size for placement anywhere. Surprisingly, this size ad is not found on many publisher’s sites.

250 x 250 – Square : Bigger and presumably better, this ad carries the same symmetrical versatility. But again, it is not published often enough for this size to be the optimal size for most businesses.

300 x 250 – Medium Rectangle : Also known as the “Inline Rectangle,” this size is a popular choice for businesses of all sizes. It’s one of the most commonly-published sizes. That means your ad could potentially see a much wider audience.

300 x 600 – Half-Page : This format is large and obvious, designed specifically to pull in lots of attention. It gets nearly half a page’s worth of attention.

468 x 60 – Banner : A good wide format, like the Leaderboard, but smaller so it can fit in more places. Despite versatility, not as popular as the Leaderboard itself.

728 x 90 – Leaderboard : A well-recognized wide format. Often found at the top of a web page, especially in forums, above the main content. Highly visible.

970 x 90 – Large Leaderboard : A good size for extra-interactive ads. For example, can be made to expand to 970 x 415 when users engage.

Bonus: 320 x 50 – Mobile Leaderboard : This size is available only on handheld smartphones. Google won’t actually serve these ads on a desktop, laptop or tablet.

File Size.

150 KB is the general limit among most ad serving tools like AdWords. You’ll also need to make sure your file format is correct. Most accepted file types are:jpg, png, gif, swf, html (HTML5)

Text Size.

The proportions of the text within the ad can also play a part — for one thing, the design is at stake. Do you push visuals over text? Or do you let the image serve as the backdrop for the written word? The goal is the best, most harmonious balance of the two. If you’re just starting out, the best thing to do is to take an already made design and design over it just to get the sizing of your text correct.


Color is the most obvious part of a web banner. It’s usually the first thing that a person sees, so making sure the color palette is correct is crucial. You don’t want to use white font on a light baby blue background, it’ll be hard to read causing the person to just not go forth with anything.

Work smarter- use templates.

Would you rather work smarter or harder? In the design world, there are many sites with templates that help you jumpstart on a project. It’s kinda silly to do everything from scratch because sometimes you just don’t know the correct sizing for things. So to help you work faster and smarter, here’s 5 websites with template’s for Web Banner Ads to get you started:

Freepik.com: This website has more than just web banner ad templates, and by the name you can see that they are also free. Super easy to download and lots of variety.

Bannersnack.com:This website has a free version to it and a paid, all depending on your needs and desires. Great choices and well designed.

Canva.com:This website is awesome, they have set sizes for common websites such as Facebook and twitter and it’s totally free

Vecteezy.com: Similar to banner snack, there are some free and some paid templates on this website. Worth a check, nicely designed templates to get you going.

Bannerfotor.com: A free website that allows you to make beautiful web banner ad’s with sizes for Facebook and other popular sites.

Who's job is this?

Doing a quick search on a website such as indeed.com you’ll see many postings in the design field where Web Banner Ad creation is apart of the description. One is a Multimedia Designer job.

Another job posting is a Graphic Designer job with similar duties and qualifications.

As you can see, the job title may vary but the similarity is there. From multimedia designer to graphic designer to web designer, they all do one thing and thats design. Web banner ad’s are popular and if you want a job within the design field, you will come across this as one of your many duties. Remember that design is communicating with people. Don't always design based off your favorite color but understand the audience then create something that speaks to them.It’s great advertisement and is what sets you apart from another small business. So get started, check out the website’s I wrote for you and design design design.


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