Google Adsense ad sizes

Google AdSense is the king of ad networks, allowing us to transform our content into cash-flowing faucets. But to truly unlock its potential, we need to master the art of ad size selection—it’s like finding the Goldilocks zone for optimal ad performance.

While responsive ads have become a game-changer, mcanually choosing sizes still holds value in specific situations. I’ll guide you through the Google ad sizes on this page and explore key considerations for each format.

Responsive versus fixed-size ads

You balance flexibility with control when contemplating the choice of responsive or fixed-size ad units for your AdSense setup. Responsive ads smoothly adjust to fit any screen size, ensuring a hassle-free ad experience for visitors across desktops, mobiles, and tablets. This convenience, however, comes at the cost of relinquishing precise control over the ad’s size and appearance. 

While responsive ads are convenient and necessary for native ad formats like in-feed and in-article ads, they may not consistently deliver optimal performance compared to carefully selected fixed sizes.

Fixed-size ad units offer granular control over the ad’s dimensions and placement. This level of control allows for flawless integration with your website layout, potentially yielding higher performance for standard display ads. However, it requires more manual effort. You may find yourself manually selecting sizes to manage the ad’s dimensions precisely, perhaps even constructing a setup to display different fixed dimensions from the same responsive ad unit for various devices.

Responsive ads are an excellent choice for enhancing user experience and simplifying implementation, particularly if you intend to incorporate native ad formats. If your website adopts responsive design principles, opting for responsive display ad units is likely the most fitting approach.

However, fixed sizes may be more suitable if your website boasts a well-defined layout and prioritizes absolute control over ad appearance, especially for standard display ads. Additionally, regional preferences for specific ad formats among your audience may influence your decision to incorporate ads of particular sizes.

Restrictions for fixed-size ads

Remember, AdSense has size restrictions to ensure a positive user experience. Here are some key points to keep in mind:

• Only one dimension of your ad unit can exceed 450 pixels.
• The minimum width is 120 pixels, and the minimum height is 50 pixels.
• Neither the width nor the height can exceed 1200 pixels.

Reasons why specific Google ad sizes outperform others

Selecting your website’s most profitable AdSense ad size isn’t a one-size-fits-all solution. Several factors influence the success of a particular size, and you should know them to get the most out of your ad space.

Ad viewability

Larger ad units capture user attention more effectively, potentially resulting in higher click-through rates (CTR). However, huge sizes can be intrusive and disrupt the user experience. Therefore, striking a balance between size and user-friendliness is key. 

Ad inventory availability

Advertisers frequently bid on specific Google ads display sizes. Suppose a size experiences high demand and limited inventory for your website’s audience and niche. Competition for those ad spots can drive up the cost per click (CPC), leading to increased revenue.

Website layout integration

Ad units that smoothly integrate with your website layout typically perform better. For instance, strategically placing a leaderboard ad (728×90 pixels) at the top of your website can enhance performance as it complements the header section. Conversely, oddly sized ad units crammed into corners may go unnoticed.

User behavior and device usage

Understanding user interaction with your website and their device preferences is crucial. For example, skyscraper ads (160×600 pixels) might excel on desktop versions where users have ample vertical screen space. However, they may be less effective on mobile devices with limited screen dimensions.

Google’s top-performing ad sizes

In my experience, the medium rectangle emerges as a top pick for responsive layouts due to its compatibility with all devices and competitive click prices. AdSense often selects smaller ad placements when it anticipates superior performance. For example, a large rectangle may appear in a medium rectangle format. Therefore, it’s advisable to prioritize “large” formats whenever feasible.

Let’s take a closer look at the most potent ad sizes.

Leaderboard (728×90)

The leaderboard, sized at 728×90 pixels, replaced the older 468×60 ads. It is a popular display unit often positioned at the top of web pages, making it highly visible to users. Despite its smaller dimensions compared to other top ad formats, leaderboards consistently outperform larger units and offer a high RPM because of their high inventory.

I recommend placing it “above the fold” across all pages for maximum visibility and clicks, with one leaderboard per page for optimal performance.

Medium rectangle (300×250)

The medium rectangle (MPU), 300×250 pixels, is a widely used display ad unit known for its versatility on desktop and mobile screens.

MPUs are typically positioned above the fold to ensure maximum visibility and engagement. Due to their high RPM and compatibility with diverse web layouts, you should prioritize this ad size.

Large rectangle (336×280)

The large rectangle, 336×280 pixels, is recognized as the larger counterpart to the popular 300×250 ad unit. It is particularly valued for its high performance and eCPM within AdSense.

While less common on other ad networks, it’s often configured as a multi-sized ad slot with a 300×250, ensuring compatibility.

Mobile banner (300×50)

Ad Ops frequently employ the 300×50-pixel mobile banner on mobile phones, often appearing as an anchor ad. While this format can monetize your mobile traffic, it may not be your primary revenue driver.

Wide skyscraper (160×600)

The Wide Skyscraper, measuring 160 pixels wide by 600 pixels tall, is commonly referred to as a skyscraper ad or super skyscraper. Positioned vertically on the side of a webpage, it offers visibility to users as they scroll down.

Due to its large size compared to the older 120×600 ad unit, skyscraper ads like the 160×600 variant consistently perform well without requiring above-the-fold placements.

Skyscraper ad units are often served through a multi-size ad slot alongside a 120×600 unit, providing flexibility in displaying either size. While less popular than other ad sizes, you boost revenue incrementally by integrating both 120×600 and 160×600 ad units on each page.

Skyscraper (120×600)

The 120×600 ad unit, historically known as a skyscraper, is an obsolete IAB standard ad size that was retired in 2011. The larger 160×600 variant replaced it due to its better performance.

Although the 120×600 size is less commonly used now, it remains in circulation and is often served alongside a 160×600 unit within a multi-size ad slot for added flexibility.

Large skyscraper (300×600)

Also known as monster MPU, half-page unit (HPU), or filmstrip, this ad format provides generous space for engaging content.

While the 300×600 ad can function independently in its assigned ad slot, it’s often paired with a 300×250 ad unit within a multi-sized slot for increased flexibility.

The half-page unit boasts remarkable performance and high eCPM, making it a standout ad format. However, its limited compatibility with current site designs has hindered its widespread adoption as a standard inclusion, often resulting in a lower CPC.

Billboard (970×250)

The 970×250 ad unit is a rarity online. When implementing billboards on your website, consider placing them prominently at the top of the page. This position ensures they catch the user’s attention effectively.

Despite their prominence, these ads may underperform and require a high CPM or CPD for optimal outcomes.

Regional ad sizes

Ad size preferences vary across regions, reflecting geographic nuances. For example, the 980×120, nicknamed “panorama,” enjoys popularity in Sweden and Finland, while serving as a substitute in Norway. The 980×90 is a standard European size, whereas the 950×90 dominates in China. Specific sizes like the 930×180 and 750×300 are favored in Denmark and Poland, respectively.

Ad size	Popular region
980×120	Sweden, Finland, Norway
980×90	Europe
950×90	China
930×180	Denmark
750×300	Poland
750×200	Poland
750×100	Poland
580×400	Norway
250×360	Sweden
240×400	Russia

Google’s specifications for image ads

When determining the dimensions for fixed-size ads, it’s beneficial to consult the official guidelines about the correct image size for Google ads. If you opt for dimensions other than the top-performing sizes mentioned earlier, select from the following sizes to broaden the coverage of your ads.

Utilize A/B tests to find ideal Google ad sizes

To determine which format performs better for your audience, consider conducting A/B tests pitting fixed sizes against responsive units for standard display ads. This experimentation will help you identify the optimal ad setup for maximizing revenue. You can effectively boost your income by experimenting with different ad sizes on your website and analyzing metrics such as click-through rates, CPCs, and RPMs.

Advanced Ads provides you with an extensive toolkit to set up such tests. To determine the best-performing ads at a specific location, follow these steps:

1. Create a new ad in your AdSense account for each size you want to test, such as a leaderboard, rectangle, or billboard.
2. In Advanced Ads, establish a new ad group and add these ads to it.
3. Assign this group to a placement or add it to your website via shortcode.
4. Compare the key metrics of each ad in the ad reports and determine their RPM. Also, consider differences in device types during the analysis to improve the device targeting of your ads.

Conclusion on the best AdSense sizes

Like finding the perfect porridge temperature, maximizing AdSense revenue requires the “Goldilocks zone” of ad size selection: not too big and intrusive, not too small and forgotten—it’s all about striking the right balance for optimal user experience and clicks.

Responsive ads are the user-friendly chameleons of the bunch, adapting to any screen size. However, this flexibility comes at the cost of some control over ad performance. Fixed sizes, on the other hand, offer granular control over placement and dimensions, potentially leading to higher click-through rates for standard display ads. But finding the perfect fit might require some testing – it’s not a one-size-fits-all solution.

The key is achieving balance. Responsive ads shine for user experience and native ad formats, while fixed sizes excel for websites with well-defined layouts and control over standard ad appearance. Regional preferences for specific ad formats also influence your decision.

Are you feeling overwhelmed? A/B testing is your secret weapon! By comparing the performance of responsive and fixed sizes, you can analyze metrics like clicks, cost-per-click, and revenue for different sizes to identify the sweet spot that maximizes your AdSense income. 

Experiment, optimize, and watch your website transform into an AdSense powerhouse! Exploring the perfect ad size might take a few tries, just like finding the ideal porridge temperature.