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Guides.

How to make banners that pass upload and work in every size: specifications, layout, copy and languages, written from the platforms’ published rules and the checks our engine runs.

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  1. Banner sizes to plan for, platform by platform

    The display, social and Performance Max sizes to plan a campaign around, where each one runs, and how to choose a set of sizes for each channel.

    Updated: Reading time: 5 min

  2. HTML5 banner checklist: pass upload the first time

    A numbered checklist for HTML5 banners: ZIP and file limits per platform, the ad.size tag, clickTag per ad server, backup images, animation and weight.

    Updated: Reading time: 5 min

  3. Safe zones for Stories, Reels and full-screen ads

    Where to keep text, logo and button in 9:16 Stories, Reels and TikTok ads, with Meta’s margins in pixels and a default margin for every other format.

    Updated: Reading time: 4 min

  4. Resizing vs composing: why one layout can’t fit all

    Why scaling one banner to every size breaks type and layout, and how composing per shape (strip, landscape, square, portrait, tower) solves it.

    Updated: Reading time: 4 min

  5. Writing banner copy in three lengths

    How to write banner headlines, sublines and buttons in three lengths, what to cut first when space runs out, and how to phrase offers and calls to action.

    Updated: Reading time: 5 min

  6. Running banner campaigns in several languages

    How to run one banner campaign in several languages: transcreation over translation, German text length, French typography and formality per market.

    Updated: Reading time: 5 min

  7. Animated banners: length, loops and the final frame

    How long a banner may animate under IAB and Google Ads rules, how loops count, why the final frame matters, and when to use HTML5, GIF or MP4.

    Updated: Reading time: 5 min

  8. How to brief a banner campaign

    What a banner brief needs: goal, product and audience, offer and conditions, must-say lines, call to action, landing page, imagery, formats and languages.

    Updated: Reading time: 5 min

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