How to Use GIFs in Google 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 the 2 million websites, apps, and videos using the Google Display Network, GIFs can help you do this [1]. 

Use this tutorial to learn how to add GIFs to your Google display ads effectively. 

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.

Effective GIFs and best practices

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. 

Learn more about digital marketing with Coursera

To learn more about Google ads and how to use GIFs and animation to improve your ads, you may consider working toward the Google Digital Marketing and E-commerce Professional Certificate. This certificate on Coursera aims to give you the fundamental skills and knowledge in digital marketing to be job-ready in six months or less.