Ever wonder what the best performing ad size is? One of the luxuries of running campaigns for hundreds of advertisers is that we get a lot of aggregate data.
In an effort to make all businesses smarter advertisers, we’d like to share some of that aggregate data with you. When you’re running a campaign, you can choose which ad sizes you’d like to use. Each ad size has a different “square pixelage” and each size tends to have a standard place on the page. For example, the leaderboard, 728 x 90, ad size tends to be placed near the top of the page just under the site navigation bar. Skyscrapers tend to be placed to the right hand side somwhere near the top or middle of the page. It stands to reason that some ad sizes will perform better than others.
The 3 most common ad sizes are:
728 x 90 = 65,520 sq pixels
300 x 250 = 75,000 sq pixels
160 x 600 = 96,000 sq pixels
You might guess that the 160 x 600 would be the best size and overall winner, but you’d be wrong.
So, ignoring the infrequently used ad sizes and looking at the most common ones, we have a winner – Medium Rectangle it is. While it’s not dramatically higher in CTR, the 300 x 250 ad size performs an average of about 20 – 30% higher than 728 x 90 and 160 x 600 ads. We still recommend using all of the available ad sizes to you as it allows for creative usage and maximum reach. It’s just good to be aware and you should expect that all things being equal, your medium rectangles will perform the best.
PS – If you’re running display or retargeting campaigns and you’re concerned about your CTR performance, give us a shout to see how we might be able to help.