Display Advertising Display Advertising Creative Best Practices 2 — Questions and Answers
Question 1: What is a 'responsive display ad' in Google Ads?
- An ad that automatically adjusts its size, appearance, and format to fit available ad spaces (Correct answer)
- A display ad that responds to user mouse hover interactions
- An ad creative that changes based on the user's device screen resolution
- A display ad that uses responsive web design principles in its HTML code
Correct answer: An ad that automatically adjusts its size, appearance, and format to fit available ad spaces
Responsive display ads are created by uploading multiple headlines, descriptions, images, and logos that Google's system automatically combines and tests to create ads fitting any placement across the Display Network.
Question 2: What is the 'leaderboard' display ad size?
- 728×90 pixels (Correct answer)
- 300×250 pixels
- 160×600 pixels
- 320×50 pixels
Correct answer: 728×90 pixels
The leaderboard (728×90 pixels) is one of the most common and highest-performing display ad sizes, typically placed at the top of a webpage for maximum visibility.
Question 3: What is the 'medium rectangle' display ad size?
- 300×250 pixels (Correct answer)
- 728×90 pixels
- 160×600 pixels
- 300×600 pixels
Correct answer: 300×250 pixels
The medium rectangle (300×250 pixels) is the most widely used display ad size, performing well both embedded within content and in sidebars, with broad publisher support.
Question 4: What does 'ad copy' refer to in display advertising creatives?
- The written text and messaging within a display ad (Correct answer)
- Copying an ad creative from one campaign to another
- Duplicating an ad to run on multiple placements simultaneously
- The legal copyright notice on an advertising creative
Correct answer: The written text and messaging within a display ad
Ad copy is the written content of a display ad—including headlines, body text, and CTA—crafted to communicate the value proposition and motivate users to take action.
Question 5: What is 'ad creative fatigue' and how does it affect display campaigns?
- Declining performance when the same ad is shown too many times to the same audience (Correct answer)
- Designer burnout from producing too many ad variations
- A technical issue causing ads to load slowly after extended runtime
- Audiences reporting ads as irrelevant after a campaign runs too long
Correct answer: Declining performance when the same ad is shown too many times to the same audience
Creative fatigue occurs when the same audience has seen a display ad so many times that engagement drops significantly—CTR declines, conversion rates fall, and CPA rises as users begin ignoring the familiar creative.
Question 6: What is the 'wide skyscraper' display ad size?
- 160×600 pixels (Correct answer)
- 120×600 pixels
- 300×600 pixels
- 100×500 pixels
Correct answer: 160×600 pixels
The wide skyscraper (160×600 pixels) is a tall, narrow vertical display ad format commonly placed in sidebars, offering good visibility with significant vertical space for messaging.
Display Advertising Display Advertising Creative Best Practices 2
What is a 'responsive display ad' in Google Ads?