Display advertising refers to visual ads that appear across websites, apps and YouTube within the Google Display Network. Unlike search ads that respond to specific queries, display ads are shown to users based on their interests, browsing behaviour and demographics. Understanding the different formats available helps you choose the right type for your specific campaign objective.
1. Responsive display ads
Responsive display ads are the default format in Google's Display campaigns. You supply headlines, descriptions, images and a logo, and Google automatically combines these assets into ads that fit different ad placements across the Display Network.
The advantage of responsive display ads is efficiency. Google tests multiple combinations of your assets and serves the versions that perform best for each placement. They work across virtually all available Display Network inventory.
The downside is limited creative control. The automated combinations may not always reflect exactly how you want your brand to appear. For businesses where brand presentation is critical, responsive ads may need to be supplemented with other formats.
2. Static image ads (uploaded display ads)
Static display ads are fixed-format banner images that you design and upload at specific dimensions. Common sizes include 300x250 (medium rectangle), 728x90 (leaderboard) and 160x600 (wide skyscraper).
These give you full creative control — the ad looks exactly as you designed it. The trade-off is that you need to produce separate creative assets for each ad size, which requires design resources.
3. Rich media ads
Rich media ads include interactive elements: HTML5 animation, video within the ad unit, expandable panels and interactive features that respond to user behaviour. They are significantly more engaging than static images but also more complex and expensive to produce.
Rich media ads are most commonly used for brand campaigns where the goal is awareness and engagement rather than direct response. A Melbourne retailer running a seasonal brand campaign might use rich media to showcase a product range with animation rather than relying on a static banner.
4. Video ads
Video ads appear on YouTube and across Display Network placements that support video content. The main formats are skippable in-stream ads (the ads you can skip after 5 seconds), non-skippable in-stream ads (up to 15 seconds, cannot be skipped), bumper ads (6 seconds, non-skippable) and out-stream ads (shown on partner sites, not YouTube).
Video ads are highly effective for brand awareness and product demonstrations. For Melbourne businesses with a story to tell or a product that benefits from being seen in action, video advertising often delivers the strongest brand recall of any display format.
Which type should you use?
The right format depends on your campaign objective and resources. For most Melbourne businesses starting with display advertising, responsive display ads are the most practical starting point — they require the least creative production and give Google the most flexibility to serve effective ads across the network.
As your campaigns mature and you have performance data, introducing uploaded static images for specific placements and testing video for remarketing can significantly improve overall campaign results.
Vahid manages Google Ads campaigns for Web Like Web clients, with expertise in PPC strategy, conversion tracking and scaling high-ROAS campaigns across search and display networks. He has managed over $2M in ad spend for Australian businesses and consistently delivers results that outperform industry benchmarks.
