Top Display Banner Size Guide for Lawyers

| November 11, 2014

google-display-networkWhen advertising on AdWords1, it is important to be as efficient as possible.  Doing so will help effectively manage your budget while getting the most out of your ad spend.  With Google display advertising (which includes remarketing) lawyers have the option of uploading or creating multiple different ad sizes.  A good tip in display advertising on Google’s platform is to not use every single ad size available.  These ads are shown on partner websites and some layouts are used more frequently than others2.

I have been an Adsense partner for a number of years so I can tell you from experience there are some banner sizes that are not used a lot.  For example in the layout of most websites, there is only so much room for advertising.  Even though website owners want to show ads to build revenue, they also want their sites to look good and flow well which means only a handful of ad dimensions are going to work.  Google’s page layout algorithm change3 back in 2012 also influences how advertisers place their ads.

What Is Adsense?

Adsense is the other side of Google’s advertising platform.  Website owners sign up to have display ads published on their site and get paid when visitors click on them.  Advertisers get to reach a relevant audience in an innovate way, website owners get paid, Google gets paid; everybody wins.

Back to the size guidelines, there are only a handful of dimensions that you should worry about when creating your ads.  These ad dimensions are most flexible in terms of placement and fit well in to a lot of common web page design layouts.

The Wide Sky Scraper (160 x 600)

This is a popular option because it fits well into the common web convention of having a side bar.  There are other side bar options but this one is more consistent with templates and other pre-programmed layouts.   It is also a more attractive option for website owners and less intrusive than some of the ads that inject themselves into the middle of page content.


The Inline Rectangle (300 x 250)

This is the classic example of what you would think of when people describe online display ads.  It is essentially a box and fits well in almost any layout (even ones without a side bar).  These ads tend to pop more and can deliver more revenue to website owners and advertisers because they are catchy and easy to spot.  They also fit well in some side bar designs.


The Leader Board (728 x 90)

This is the classic banner that people are referring to in “Banner advertising”.  It fits really well at the very top of a page or at the very bottom.  It also does not do too bad in the middle somewhere although I would not recommend it.

An Ad Layout

Like the side bar options, the leaderboard mimics the common web convention of having a banner across the top of a web page with navigation above or below.  It can fit a lot of content into the area that it takes up and advertisers like it.

For the most part, reputable Adsense partners are going to choose ad configurations and sizes that will work well with their website layout.  Some dimensions can be clunky and hard to fit into an overall flow but the ones mentioned in this post are those I have seen used a lot and also dimensions I have used on a regular basis.

The other thing that we should mention is that your decisions on what ads to run should be based on data from your AdWords account.  You may find that ad dimension not recommended here are doing the trick for you.

Have you done any display advertising with Google?  What ad dimensions worked best for you?  Join in the conversation by commenting below.