How to Use GIFs in Google Display Ads

Key takeaways

To add a GIF, go to Campaigns in Google Ads, open Ads, click the Plus button, then choose Upload display ads, pick an ad group, and upload your GIF.

• You can either find or create a GIF that meets Google’s specifications. 

• Google supports ad animations up to 30 seconds in length, with file size capped at 150 KB and frame rate limited to five frames per second.

• You can use GIFs to entice clicks on your Google display ads.

Learn how to add GIFs to your Google display ads, including specifications set by Google. Afterward, if you’re ready to level up your marketing skills, enroll in the Google Digital Marketing & E-commerce Professional Certificate. You’ll have the opportunity to learn how to attract and engage customers through digital marketing channels like search and email. 

How do GIFs enhance animated display ads?

GIFs are an effective way of adding motion graphics to a Google display ad. A moving image or animation can be more effective than a static image when it comes to clicks on ads. If you want to stand out against over 2 million websites, apps, and videos using the Google Display Network, GIFs can help you do this [1]. 

How to use GIFs in Google display ads

A summary of the steps to take to use GIFs in your Google display ads includes:

1. Prepare an image file.

2. Select Google Ads account > Campaigns > Campaigns drop-down menu > Ads.

3. Click the Plus button.

4. Choose Upload display ads.

5. Upload your GIF.

6. Save your ad.

Take a look at each step in more detail. 

1. Prepare an image file.

The first step is a pre-step to the process. Find or make an image file (in this case, a GIF) supported by Google’s specifications. These relate to size and format, and Google has parameters for what it accepts. We’ll go into these in more detail later in the article. 

2. Choose your campaign.

Log into your Google Ads account and click Campaigns. From here, access the Campaigns drop-down menu and click Ads. 

3. Click the “Plus” button.

From here, click on the Plus button to create your ad. 

4. Choose “Upload display ads.”

Click Upload display ads and select an ad group. 

5. Upload your GIF.

Choose your file to upload by selecting GIF, then selecting your file, and waiting for the file to upload.

6. Save your ad.

Add a final URL to your GIF and press Save.

Read more: How to Connect Analytics to Google Ads

Effective GIFs and best practices for Google display ads

When using GIFs in Google display ads, you’ll find some specifications you have to follow for Google to accept your ad and to work effectively.

• Use small files: Larger files may have clarity, but they might not open quickly, so you can change your GIF to a PNG sequence. The maximum size that Google allows is 150 KB [2].

• Consider the length: Google allows your ad animation to be a maximum of 30 seconds in length [3]. However, this is quite a long time for someone to watch, so it’s essential that you make sure your message gets across much quicker, so you don’t lose potential leads. To do this, you can use a short GIF that you loop on repeat for a maximum of 30 seconds. 

• Slow it down: Google doesn’t allow strobe effects or flashing images, and frames must be slower than five frames per second. 

• Use your logo: Using your logo in your ad, along with or as part of your GIF, helps create brand awareness. 

Are emojis allowed in Google Ads?

No, Google Ads doesn’t support emojis as they violate Google’s Editorial policy. In addition, Google restricts the use of punctuation and symbols that are not used correctly or as intended. For example, “fl@wers.”

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