I often end up having to send my clients a list of image sizes to use for different channels. For some reason, I always end up having to look them up again, and writing the same email. So instead, I thought I would just write a handy little article on my website, and I can just link this to my clients every time somebody needs to know what size images I need for various ad campaigns. Enjoy!
Google Ads:
Responsive Display Ads, Performance Max, and Demand Gen Ads
Google’s advertising ecosystem offers various campaign types, each with specific image size requirements (which are often similar, but annoyingly, not the same). Let’s take a closer look at the dimensions for each.
Responsive Display Ads (Google Display Network)
Responsive Display Ads (RDAs) are highly flexible and adapt to different placements within Google’s Display Network. Google automatically adjusts the size, appearance, and format of your ads based on the available inventory. For this reason, it’s crucial to upload images in various dimensions to cover all possible placements.
- Image Size Requirements:
- Square (1:1 ratio): I recommended 1080 x 1080 pixels.
- Landscape (1.91:1 ratio): I recommended 1910 x 1000 pixels.
- Portrait (9:16 ratio): I recommended 900 x 1600 pixels.
- Other Image Best Practices:
- Use images with minimal text overlay (Google recommends keeping text to less than 20% of the image).
- Ensure your brand logo and primary message are clear even when resized.
- Upload the maximum number of assets to give Google’s machine learning the flexibility to optimize for performance.
- Don’t add any small text, as it will be hard to read
Google Performance Max (PMax) Ads
Performance Max (PMax) is Google’s latest campaign type that allows advertisers to run ads across all of Google’s properties (Search, Display, YouTube, Gmail, and more) from a single campaign. This cross-network capability means you need versatile image assets.
- Image Size Requirements:
- Square (1:1 ratio): I recommended 1080 x 1080 pixels.
- Landscape (1.91:1 ratio): I recommended 1910 x 1000 pixels.
- Portrait (4:5 ratio): I recommended 800 x 1000 pixels
- Best Practices for PMax Ads:
- Since ads will appear in various formats across Google properties, use high-quality, clear images.
- Incorporate visuals that work well in a dynamic and automated environment.
- Don’t add any small text, as it will be hard to read
Google Demand Gen Ads
Demand Gen Ads are designed to drive consumer engagement through visually rich, compelling formats on Google’s networks. This ad type is especially focused on generating interest through discovery and YouTube placements.
- Image Size Requirements:
- Square (1:1 ratio): I recommended 1080 x 1080 pixels.
- Portrait (4:5 ratio): I recommended 800 x 1000 pixels
- Landscape (1.91:1 ratio): I recommended 1910 x 1000 pixels.
- Best Practices for Demand Gen ads:
- Similar to other Google ads, keeping text minimal on images ensures better engagement.
- Demand Gen ads tend to perform well with lifestyle imagery that speaks directly to the target audience.
- Don’t add any small text, as it will be hard to read
Meta Ads (Facebook & Instagram)
Meta Ads include placements across Facebook and Instagram, including the feed, stories, and more. It’s important to tailor images for the different placements, particularly because some formats like Instagram Stories don’t allow for additional copy. For those placements, it’s advisable to overlay key messaging directly on the image.
Feed Ads (Facebook and Instagram)
- Image Size Requirements:
- Square (1:1 aspect ratio): recommended size 1080 x 1080 pixels.
- Best Practices:
- Keep text overlay minimal, as Meta may penalize ads with excessive text.
- Ensure your creative works both with and without accompanying ad copy.
Instagram and Facebook Stories/Reels Ads
Since Stories and Reels ads don’t come with additional copy, it’s essential to include a text overlay on the image itself. This ensures your key message is communicated effectively.
- Image Size Requirements:
- Portrait (9:16 ratio): Recommended size 900 x 1600 pixels.
- Best Practices:
- Include clear, concise messaging overlaid directly on the image. Don’t add any small text, as it will be hard to read
- Use vibrant, eye-catching visuals that encourage engagement, as Stories ads are typically viewed in a fast-paced, swipe-heavy environment.
Final Thoughts
Ensuring that you’re using the correct image sizes for your Google and Meta ads is crucial for maximizing performance and engagement. For Google, it’s all about providing versatile images for a variety of placements, while for Meta (especially Stories and Reels ads), crafting visuals with embedded text is key. By following these guidelines and best practices, your campaigns will be set up for success.