All About SEO

Expanded text ads - Preferred Method 1

At least 2 (up to 3) headlines – 30 characters each
2 description lines – 90 characters each

Responsive search ads - Preferred Method 2

At least 3 (can have more) headlines – 30 characters each
At least 2 (up to 4) descriptions – 90 characters each

Expanded dynamic search ads

Dynamically generated headline based on landing page/search query
2 description lines – 90 characters each

Dynamic search ads

2 description lines – 35 characters each

Mobile app install ads

Headline – 25 characters
2 description lines – 35 characters
Select Apple App Store or Google Play
Landscape image

- Interstitial ads

Mobile sizes: 300×250, 320×480 and 480×320

Tablet sizes: 1024×768, 768×1024

- Banner ads

320×50, 468×60, 728×90, 300×250

Image app installs

Select Apple App Store or Google Play

- Interstitial ads

Mobile sizes: 300×250, 320×480 and 480×320

Tablet sizes: 1024×768, 768×1024

- Banner ads

320×50, 468×60, 728×90, 300×250

Display ads

Ad sizes

Square and rectangle

200 × 200 Small square (Most Common)
240 × 400 Vertical rectangle
250 × 250 Square (Most Common)
250 × 360 Triple widescreen
300 × 250 Inline rectangle (Most Common)
336 × 280 Large rectangle (Most Common)
580 × 400 Netboard

Skyscraper

120 × 600 Skyscraper (Most Common)
160 × 600 Wide skyscraper (Most Common)
300 × 600 Half-page ad (Most Common)
300 × 1050 Portrait

Leaderboard

468 × 60 Banner (Most Common)

728 × 90 Leaderboard (Most Common)
930 × 180 Top banner
970 × 90 Large leaderboard
970 × 250 Billboard
980 × 120 Panorama

Mobile

300 × 50 Mobile banner
320 × 50 Mobile banner (Most Common)
320 × 100 Large mobile banner (2nd Most Common)

480 × 320 Mobile Landscape Interstitial
320 × 480 Mobile Portrait Interstitial (Most Common)

Animated ads (GIF)

Animation length and speed:
Animation length must be 30 seconds or shorter
Animations can be looped, but the animations must stop after 30 seconds
Animated GIF ads must be slower than 5 FPS

File types

Formats - GIF, JPG, PNG
Max. size - 150KB

Responsive display ads

Short Headlines – At least 1 but up to 5 – 30 characters max
Long Headlines – 90 characters max
Descriptions – At least 1 but up to 5 – 90 characters max
Images - Add At least 1 per aspect ratio up to 15 images

Landscape (1.91:1): 1200 x 628 pixels
Square (1:1): 1200 x 1200 pixels

Note: Add at least 5 – 10 images per aspect ratio for better performance

Logo - Add up to 5 logos

Landscape logo (4:1) : 1200 x 300 pixels
Square logo (1:1) : 1200 x 1200 pixels

Avoid text. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally—up to 5% on each side.

Gmail ads

Headline – 25 characters
Description – 90 characters
Subject – 25 characters
Teaser description – 90 charcters
Call-to-action – 15 characters
Accent color – hex code
Logo – minimum size 144px x 144px / maximum size 150 KB / aspect ratio 1:1

YouTube

Specs

Discover ads

Portrait image: 960 x 1200 px
Landscape image: 1200 x 628 px
Square image: 1200 x 1200 px
Logo: 1200 x 1200 px

Note: Add at least 3 of each image format (landscape, square, and portrait) for better performance

1. Manual CPC Bidding

Manual CPC Bidding gives you more control over your bidding strategy. But, more control means more time spent monitoring costs and adjusting on your own.

If you aren’t well versed in Google Ads yet, this strategy isn’t your best bet.

Manual CPC is where you set bids for different ad groups or placements on your own. If specific campaigns are more profitable than others, you can quickly adjust budgets to add money or remove from other campaigns.

You can also combine Manual CPC bidding with ECPC bidding:

2. Enhanced Cost Per Click (ECPC)

Using Smart Bidding, Google has the right to increase or decrease your bid amount based on the likelihood of driving the sale. Bids will try to be averaged out at your max cost per click settings.

If a search is too competitive and CPCs are outrageously high, Google can lower your bid to cost less due to decreased chances of converting.

If it’s an easy steal by increasing bids, Google will make the call.

This type of bidding is restricted to the Search and Display networks.

3. Maximize Conversions

Using the maximum daily budget that you set, Google will automatically run your bidding for you to get you the most conversions for your money.

4. Maximize Clicks

Maximize Clicks is an automatic bidding strategy based on your maximum daily budget.

Google Ads will attempt to drive the most clicks possible with your daily budget.

5. Target Search Page Location

TSPL (Target Search Page Location) bidding is the strategy of letting Google automatically adjust your bids to always show your ads either:

On the first page results of Google
At the top of the first page of Google (1-4)

6. Target Outranking Share

Target Outranking Share is another automated bidding tactic that’s perfect for competitor targeting on Google Ads.

You can choose a specific website or competitor that you want to outrank.

When your ads and your competitor’s ads are both displaying, Google will increase your bids to outrank their ads.

Google also will show your ads when your competitor isn’t showing up to give you better brand awareness.

7. Target CPA (Cost Per Acquisition)

Target CPA bidding is a bidding strategy you can use if you want to optimize conversions. If driving conversions are your primary goal for the campaign, selecting Target CPA bidding will focus on trying to convert users at a specific acquisition cost.

With this method, Google Ads will automatically set your bids on each campaign based on your CPA. While some conversions may cost more, others may cost less to even out and align with your acquisition costs.

8. Target ROAS (Return On Ad Spend)

Target ROAS is the bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want from your ad spend. This number is percentage based.

On your next Google Ads campaign, you want to generate $10 for every $2 spent. To do the math, you follow this formula:

Sales ÷ ad spend x 100% = Target ROAS

9. CPM Bidding (Cost Per Thousand Impressions)

Cost per Thousand Impressions, otherwise known as CPM, is bidding solely based on impressions.

This option is reserved for the Display Network and YouTube campaigns like TrueView and is not for use on the Search Network (for obvious reasons).

10. vCPM Bidding (Cost Per Viewable Thousand Impressions)

vCPM bidding is a tactic of manual bidding best reserved for brand awareness campaigns.

Again, like CPM bidding, it is reserved for the Display Network.

This bidding type is setting your maximum costs on a viewable 1,000 impressions.

11. CPV Bidding (Cost Per View)

Cost-per-view bidding is strictly reserved for video advertising on Google Ads, and can be used on the TrueView video platform. Using CPV bidding, you pay for video views or interactions.

Interactions on the TrueView platform could be any of the following:

Call to action clicks
Overlay clicks
Cards
Companion banners

A “view” is determined by how long someone watches your video ad for, otherwise known as the duration. In this case, with CPV bidding, a view is counted when someone watches 30 seconds of your ad, or whenever they decide to engage!

12. Target Impression Share Bidding

Target Impression Share is a new bidding strategy released in late 2018 by Google Ads.

This smart bidding strategy is focused on brand awareness and helping you reach as many people as possible.

As an example, if you are looking to dominate impressions for specific keyword searches, like basketball shoes, you can ensure your ads show up 100% of the time on SERPs by selecting 100% as your target impression share:

More Info: https://adespresso.com/blog/google-ads-bidding-strategies/