What are AdWords Display Ads?

AdWords Display Ads for small businesses.

Display Ads show up on other people’s websites and target the content of that web page. In this example, text ads for a Yoga company are targeting pages that discuss yoga.

AdWords Display Ads are a very effective way to deliver a message to a very targeted audience.  Display ads can not only be targeted geographically, they can also be targeted by:

  • The content of the web page the ad appears on.
  • The history of a person’s web browser.
  • Recent Google searches a person has made.

These ads are also pay-per-click, which means that it cost nothing for the ad to appear on another website.  You only pay when someone clicks on the ad and sees your website. AdWords Display Ads typically get hundreds of impressions for each click, so they can help build brand awareness for your business while delivering quality traffic to your website.

Display Ads can be small text ads, like the ones seen on the Google Search Results Page, or image ads.  Image ads come in a variety of sizes. Third Marble can use Google’s Image Ad Templates to create display ads for you, or you can supply the images. Contact us for specs on the image sizes.

Our Process for Template Ads for your Display Ads:

Our process for creating Display Ads is usually pretty quick. We use a library of hundreds of animated templates to created branded ads for your business.

Step 1: We will pull a graphic element or two from your website (like your logo) and write a line or two of copy to go with it. The image and copy are entered into a pre-formatted template with a color pallet that matches your website. Most of these templates have some basic animation to further draw attention to the ad.

Step 2: We then send you a link to view the different ad sizes and approve the content of the ads.  If you want to create your own ads, you or your graphic design firm can email us the ads. We will send you the design the specs for the ads.

Step 3: Once approved by you, we then have to send the ads to Google for their approval.  They need to make sure all your ads comply with Google’s editorial guidelines.

Step 4: We launch the ads and begin to monitor and optimize the placement of the ads for maximum quality traffic.  We can target the ads in a number of ways. See below for the Display Ad targeting options.

Display Ad Targeting Options:

Targeting Geography: Like Search Ads, we can target all your ads to only show in specific zip codes, cities or states.  (This is obviously important to small businesses.)

Targeting Demographics: Google has developed a way to identify the approximate age, gender and parental status of a Google User based on a combination of their online activities and some external data. If you only want to advertise to Females with Children between the ages of 25 and 45, we can do that.

Targeting Content: We can target your Display Ads to only appear on web pages that contain certain keywords. The idea is to advertise your business while someone is actively researching or reading content related to your business.

Targeting “Affinity Audiences”: Affinity Audiences are categories of people that have demonstrated to Google via their online activities, a particular lifestyle or interest. To learn more about Affinity Audiences and see the list of categories, click on this link: AdWords Display Ads and Affinity Audiences.  Bonus: Download Google’s PDF for Affinity Audiences.

Targeting “Custom Affinity Audiences”: Want to advertise to a group of people that visit a particular list of websites on a regular basis? We can create a Custom Affinity Group for you.  Let’s say you want to advertise to people that are looking at websites that talk about outer space. We could create a Custom Affinity Audience for people that visit websites like NASA and other astronomy related sites regularly.

Targeting “Topics”: Google classifies websites in to certain “Topics”. If you want to advertise on a group of websites focused on particular topics of interest, then click on this link for a list of Topics: AdWords Display Ads and Topics.

Targeting “In-Market Audiences”: Google has devised a way to identify people as they are getting ready to make a purchase for particular products and services. By analyzing a person’s click behaviors, web visits and search queries, they’ve created algorithms that can identify people that are likely to make a purchase soon. To see a list of the available In-Market Audiences, click this link: AdWords Display Ads and In-Market Audiences.

Combining Targeting Options: If you really want to get laser focused, we can combine any of the above targeting options to focus your ads on a very select group of people, looking at very specific content. Contact Third Marble for more details.

Responsive Display Ads - Image Requirements

To run Responsive Display Ads, we will need 4 image files for each ad - 2 Images and 2 Logo Images.  The specs are below.


At least 2 images are required - 1 "landscape" and 1 "square" - JPG or PNG format

Landscape Image. Your landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. We recommend 1200 x 628. The file size limit is 5MB.
Square Image. If you choose the upload option, keep in mind that your square (1:1) image should be greater than 300 x 300. We recommend 600 x 600. The file size limit is 5MB.
Note: To fit in some ad spaces, your image may be cropped up to 5%. Don't allow text or other important image spaces near the very edge of images.
Note: Text may cover no more than 20% of the image. You can add the logo to the image if it's less than 20% of the image space.


Two Logo Images are also required, again, 1 "landscape" and 1 "square".  The square will appear most often and will appear very small, so keep it very simple and readable (even in a 40x40 size).  JPG or PNG format. PNG is recommended.

Landscape Logo Image.  Your landscape logo file should have a ratio of 4:1 and be greater than 512 x 128. We recommend 1200 x 300.  The file size limit is 5MB.
Square Logo Image. Your square logo file should be a 1:1 ratio and should be 128 x 128 or greater. We recommend 1200 x 1200.
Design Tip: Please make sure the square logo file is readable at a size of 40 x 40. This usually means only including the icon part of the logo as most text at that size will not be readable.
Note: For all your logos, a transparent background is best, but only if the logo is centered.