Table of contents
Whether you are new to ad monetization and are setting up AdSense on your website, or you already have ads on your site and just want to fine-tune them, you’re going to want to learn about the difference between the various sizes and placements in Google Ad Manager. They aren’t all created equal, and some perform better than others under specific circumstances. So as a handy reference, we have created a list of the top-performing ad sizes outlined in Google Ad Manager help.
The top-performing ad sizes are generally used by most advertisers, and so are likely to have greater inventory available. This means these types of ad units have the potential to increase revenue for publishers. We have also included some other popular ads sizes that we have found work well with our own publishers.
728×90 px ad unit for desktop and tablet
Also named “Leaderboard” the 728×90 ad unit is one of the most frequently used ad sizes on the internet, and for good reason:
- It can be used on both desktop and tablet
- It supports both text and image ads
- It supports both static and dynamic creatives
- It can be used for apps at tablet size
Placements
Leaderboard ads are best placed in post/article pages before content. They can also be placed between paragraphs and after content. On forum sites, they are best placed between list items.
300×250 px ad unit for desktop, tablet and mobile
Also known as “Medium Rectangle,” “Inline Rectangle” or “MPU,” the 300×250 ad unit is said to be the most frequently used ad size online. Because of its size, it is versatile and can be used across all screen sizes. The 300×250 is popular with advertisers because it offers a large amount of ad inventory, which often means that publishers can earn more revenue from using this ad size. Some features of 300×250 ad units include:
- The ability to be used on desktop, tablet and mobile
- Supporting both text and image ads
- Supporting both static and dynamic creatives
Placements
Medium Rectangle ads are best placed above the fold towards the bottom of the screen in post/article pages, between paragraphs, or after content. If your site layout allows it, this ad unit can be used in the sidebar for desktop.
336×280 px ad unit for desktop, tablet and mobile
Also named “Large Rectangle,” the 336×280 ad unit is one of the larger ad units. It can be used on most screen sizes but is best suited to larger smartphones on mobile. 336×280 ad units have the ability to:
- Be used on desktop, tablet and larger mobile screens
- Support both text and image ads
- Support both static and dynamic creatives
Placements
The Large Rectangle ad unit is best placed above the fold towards the bottom of the screen in post/article pages. It can also be effective when placed between paragraphs and after content. Alternatively, if your site layout allows it can be used in the sidebar.
160×600 px ad unit for desktop
Also named “Skyscraper” or “Wide Skyscraper,” the 160×600 ad unit is popular with blog sites using WordPress as the unit fits well within sidebars.
- Skyscrapers are best used with desktop, but can also be used with tablet and mobile
- They support both text and image ads
- Skyscrapers support both static and dynamic creatives
Placements
This type of ad unit is best placed in post/article pages within the right or left sidebar, depending on your site layout. If you’re using WordPress, bear in mind that the sidebar will get pushed to the bottom of the page when viewing on mobile and smaller tablets, meaning that the placement becomes less effective.
Other popular ad sizes for desktop
These sizes are less-popular, and somewhat more niche, but they have important use cases, and some of them are growing in popularity over time — so it’s worth familiarizing yourself with them.
300×600 px ad unit for desktop
Also named “Half Page” or “Large Skyscraper” the 300×600 ad unit is also popular with blog sites using WordPress, as the unit fits well within the sidebar. Google has referred to this ad unit as one of “the fastest growing sizes by impressions.” Large Skyscrapers are:
- Best used on desktop, but can also be used with tablet & mobile
- Able to support both text and image ads
- Able to support both static and dynamic creatives
Placements
Large Skyscrapers are best placed within the right or left sidebar depending on your site layout. As with the 160×600 ad unit, if being used on a WordPress site, the sidebar will be pushed to the bottom of the page when viewing on mobile and smaller tablets, making the ad placement less effective. Large Skyscrapers can also be placed within the content but may be considered as intrusive due to size, so generally, the smaller 300×250 is said to work better on mobile.
970×250 px ad unit for desktop
Also known as “Billboard” ad units, the 970×250 ad unit is one of the largest ad units. It is often used as a dynamic creative due to its larger size and extra space for advertisers to include a call-to-action.
- Billboard ads are a desktop-only ad unit
- They are in high demand in preferred deals and private auctions
- Billboard ad units support both static and dynamic creatives
Placement
Billboard ad units are best placed above the content in full-width post/article pages. They can also be placed between paragraphs and after content. Alternatively, this ad unit is good for list or category pages between posts.
970×90 px ad unit for desktop
Also named “Large Leaderboard” or “Super Leaderboard,” the 970×90 ad unit is a larger version of the 728×90 ad and is suited to high definition creatives using video, photo and animation.
- Large Leaderboards are a desktop-only ad unit
- They support both static and dynamic creatives
Placements
Large Leaderboards are best placed in full-width post/article pages before content, between paragraphs or after content. They are also good for list pages between posts and at the end of the content.
Other popular ad sizes for mobile
Larger mobile display ad sizes usually generate better earnings for publishers. However, there are a few other popular smaller ads sizes that can be used for mobile. These ad unit types have become more commonly implemented as a result of the increasing use of mobile phones to surf the internet.
320×100 px ad unit for mobile
Also known as “Mobile Banner,” the 320×100 ad unit can be used for both mobile sites and mobile apps. This ad unit type:
- Is a mobile-friendly ad unit
- Supports both static and dynamic creatives
Placements
320×100 ad units perform best when placed before content, but can also be placed between paragraphs and at the end of content. The larger 300×250 ad size normally outperforms the smaller ad units when placed within content or at the end of content.
320×50 px and 300×50 px ad unit for mobile
Also known as “Mobile Leaderboard” or “Smartphone Banner,” the 320×50 and the 300×50 ad units can be used for both mobile sites and mobile apps. Mobile Leaderboards are:
- A mobile-friendly ad unit
- Able to support both static and dynamic creatives
Placements
Mobile Leaderboards perform best when placed at the top or bottom of the browser as a sticky ad. They can also be used before content, between paragraphs or at the end of content. The larger format ads, such as the 300×250 ad size, normally perform better than the smaller ad units when placed within the content or at the end of content on mobile.
A few helpful links
Although Google Ad Manager has listed its top-performing ad units, there are other ad units that may work well for publishers. Different ad units can be tested to see which formats work best for your websites. A full list of supported ad sizes can be found on the Google Ad Manager help pages.
The IAB (Interactive Advertising Bureau) has also produced a “Standard Ad Unit Portfolio” which is a guideline of how ads should be used on-site with the emphasis on better user experience. These ads are based on fixed-sized ads and there is also a section on flexibly sized ads using aspect ratio to suit responsive websites.
If you’d like to find out more about automatically adjusting ad sizes for desktop, tablet and mobile see Understanding Google Ad Manager responsive ads.
If you would like to know how to create fluid native ads see our guide to creating native ads.
Ad placement policies
Ad placement policies are an important factor and Google guidelines should be followed when implementing ads on your site, you can find out more about ad placement policies here.
Final Thoughts
Knowing when to employ these popular ad sizes will help ensure you’re getting the most revenue available for your site — as part of a comprehensive monetization strategy. If you need help with ad optimization or are looking to upgrade from AdSense, OKO offers a fully managed solution for publishers, you can find out more here.
If you’d like an audit of your site’s performance, you can contact us today. Or, to stay up to date on our latest posts to help you out with managing your site’s performance, check out our blog.
