Meet Google Discovery's Best Friend: The 720 X 90 Banner That Drives Traffic

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Post on Mar 15, 2025

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Meet Google Discovery's Best Friend: The 720 x 90 Banner That Drives Traffic

Google Discovery ads are a powerful tool for reaching users actively searching for information or products related to your business. However, to truly maximize their impact, you need compelling visuals that grab attention in a split second. Enter the 720 x 90 banner – a surprisingly effective format that's quickly becoming a secret weapon for savvy marketers. This article will explore why this seemingly small banner size is so effective on Google Discovery and how you can leverage its power to drive significant traffic to your website.

Why is the 720 x 90 Banner So Effective on Google Discovery?

While larger, more visually striking images might seem like the obvious choice, the 720 x 90 banner offers several key advantages within the Discovery feed:

• High Visibility in the Feed: Despite its smaller size, the 720 x 90 banner maintains high visibility within the constantly scrolling feed. Its horizontal orientation aligns naturally with the flow of the content, making it less likely to be overlooked.

• Optimized for Mobile: The majority of Google Discovery traffic comes from mobile devices. The 720 x 90 banner is perfectly proportioned for mobile screens, ensuring your message is clear and easily digestible.

• Focus on Concise Messaging: The limited space forces you to be incredibly precise with your messaging. This encourages you to craft compelling headlines and copy, leading to higher click-through rates. You're essentially challenged to distill your core value proposition into its most potent form.

• Cost-Effective: Compared to larger image formats, the 720 x 90 banner can often be more cost-effective, providing a strong return on investment.

What Makes a High-Converting 720 x 90 Banner?

Creating a successful 720 x 90 banner requires strategic thinking and attention to detail. Here's what to keep in mind:

Compelling Headlines:

Your headline is your first, and often only, chance to capture a user's attention. It needs to be clear, concise, and immediately highlight the value proposition. Use strong verbs and numbers to grab attention.

Clear Call to Action (CTA):

A clear and persuasive CTA is essential. Use action-oriented language like "Shop Now," "Learn More," or "Get Started." Make it visually distinct from the rest of the banner.

High-Quality Imagery (or Video):

While space is limited, ensure you utilize a high-quality image or short video that is relevant to your ad and resonates with your target audience.

Strategic Use of Branding:

Incorporate your logo subtly, ensuring it doesn't overwhelm the primary message. Your branding should be a supporting element, not the focus.

A/B Testing:

Don't stop with one banner. Experiment with different headlines, CTAs, and imagery to determine what resonates best with your audience. A/B testing is crucial for maximizing your campaign's performance.

Frequently Asked Questions (FAQs) about Google Discovery and 720 x 90 Banners

What types of businesses benefit most from using 720 x 90 banners on Google Discovery?

Businesses of all sizes can benefit, but those with strong visual branding and concise value propositions often see the best results. E-commerce businesses, service providers, and brands offering limited-time promotions are particularly well-suited to this format.

Can I use video in a 720 x 90 banner?

Yes, you can use short, engaging video clips in your 720 x 90 banner. However, ensure the video is high quality and auto-plays smoothly on various devices.

How do I create a 720 x 90 banner?

You can use various design tools such as Canva, Adobe Photoshop, or even Google's own image editing tools to create your banners. Make sure the final image size is precisely 720 x 90 pixels to avoid cropping issues.

Are there any specific design best practices I should follow?

Prioritize simplicity and clarity. Use high-contrast colors, easily readable fonts, and a clean layout. Focus on one primary message.

How do I track the performance of my 720 x 90 banners?

Google Ads provides comprehensive reporting tools to track key metrics like impressions, clicks, and conversions. Regularly monitor and analyze this data to optimize your campaigns.

Conclusion:

The 720 x 90 banner, while seemingly small, is a powerful tool within the Google Discovery network. By focusing on concise messaging, compelling visuals, and A/B testing, you can unlock its potential to drive significant traffic and achieve your marketing goals. Remember to focus on the user experience, and you'll find this format surprisingly effective at turning passive viewers into engaged customers.