The basis of Internet advertising is graphics. Of course - to be effective, both graphics and text must be coherent and encouraging, but it is the visual form that first attracts the attention of the recipient. When creating such an ad, you must remember that it should fit the theme and the product itself, but also that it should be matched to the format of the ad. Each medium has its own dimensions of graphics and requirements for creation. What are the types of graphics in the network and how do they differ from each other?

Use of graphics in advertising

The possibilities which graphic creations present to companies and the high reach of banner campaigns, i.e. those using graphics, make it one of the most popular forms of Internet advertising. What are graphic advertising campaigns and for what purpose do they use graphics?

Currently the most popular are Google Ads. The Google Display Network, the network used to distribute ads, includes more than two million websites, mobile apps, and video channels. The ad is displayed on sites belonging to the network and the user, by clicking on the graphic, is taken to the designated site. The site can be a company homepage, a product sub-site, or a website created specifically for a marketing campaign. These types of campaigns help you reach a wide audience quickly. The goals of the campaign may be different:

• Increase customer base,
• Increase sales,
• Promotion of specific products or services,
• Increasing brand recognition,
• Remarketing, i.e. reaching customers who were on a particular site but did not make a purchase or abandoned the action.

Graphic advertising can also be found in social media. On Facebook or Instagram, ads with professional graphics appear to promote products, services or the brand itself. Social media creations are different from banner ads - they must be adapted to the specifics of the medium on which they appear, as well as associated with the brand, and therefore contain elements of its visual identity.

Where does the popularity of graphic advertisements come from? For a simple reason - they catch the eye and are easily remembered. They not only encourage clicking, but also remain in the recipient's memory for a long time. This in turn translates into increased brand recognition. It is also worth remembering that well created graphics may influence the decisions or moods of the recipients. The color red encourages people to take action, that is why it is often used for Call to Action buttons.

Another advantage of graphic campaigns is the possibility of reaching a large group of people potentially interested in a product or service. The possibilities of targeting and defining the target group are wide, and the solution itself is inexpensive taking into consideration the number of recipients of the creation.

Graphic ads are often used in remarketing campaigns. Here, the aim is to reach people who abandoned the shopping cart or resigned from performing an action on the website. A graphic creation may remind such clients what they wanted to buy or what event to sign up for better than text alone. This significantly reduces abandoned shopping carts and increases company profits.

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Graphics on the web - what types are there?

When creating a graphic creation, you can opt for different types of advertisements. There are many forms of promotion available, and each of them differs from each other - its application is also different.

The first of the ads available in Google Ads is the flexible display ad. This is currently the default type of banner ad on the Google Display Network. It is interesting in that particular creations are created automatically on the basis of the entered data. When creating a campaign, the advertiser uploads the company's logotype, different versions of advertising texts and graphics. Then, the automated system combines these elements and displays them to the recipient. This format allows to create several different variants of ads without the need to create many banners.

Another advertisement available in GDN is the lightbox advertisement. This is a drop-down campaign that, when clicked, tapped with a finger, or pointed with a cursor, opens across the entire screen. In this way you can present your offer and redirect the potential customer to your company website. This format grabs the attention of the recipient, which translates into quite a high effectiveness.

Display advertising is the most classic form of graphic advertising. In this case, you should send a ready creation in the form of a graphic file or HTML5 format. The creation should already contain graphics and advertising text. In this case, the advertiser himself adjusts every aspect of the creation, arrangement of elements on the graphic. The advertisement will be ideally adjusted to the needs of the target group.

Remarketing is the last form of graphic advertisement. Its aim is to encourage people who interacted with the website, but ultimately did not make a purchase, to perform an action. Dynamic remarketing allows you to personalize the ad and place products that the customer was interested in. In this way, you can remind them of their unfinished purchases. Want to learn more about remarketing? Check out Webinar Universe. The user reviews sound encouraging.

Graphics on the web - what are the dimensions

Each type of advertising has specific dimensions of graphics. These are primarily due to the size of the surface on which it will be displayed. It is not always possible to select a particular size of banner, so the system automatically adjusts the ad to a given format. However, you should remember that each graphic for Google Ads should appear in several formats: square, vertical rectangle and horizontal. This will ensure that it looks good when resized.

Most popular banners:

• Squares 200x200 pixels,
• Long banners 728x90 pixels,
• Skyscrapers 120x160 pixels,
• Billboards 970x250 pixels,
• Panoramas 980x120 pixels,
• Mobile ads: 300x50 pixels, 320x50 pixels.
• For Facebook ads, the dimensions are as follows:
• Carousel ad - minimum 600x600 pixels,
• Campaign for page likes - 1200x444 pixels,
• Horizontal ad - 1200x628 pixels.

Why is it important?

Why should you pay attention to the right dimensions? Too large or too small graphics may display incorrectly - important text will be cut off or graphics will be stretched in an unsightly way. When it comes to paid campaigns, it's worth paying some attention and remembering the right sizes so you don't lose money.

Advertising campaigns on the Internet provide many opportunities. Thanks to them you can reach a wide audience, increase the number of customers, increase brand recognition. Deciding on a graphic campaign, you need to ensure that the creation looks professional, reflects the nature of the brand and maintains the appropriate dimensions required by the medium.