Static images are generally smaller in file size compared to animated or interactive ads. This means they load quickly and may provide a faster and smoother user experience for the person viewing them.

Creating static images is often more cost-effective than producing animated or interactive ads. It requires less design time and resources. If you want text or a logo in the graphic, they can be made easily in applications like Canva.

Static images are supported on a broader range of devices and platforms, ensuring compatibility across various browsers and devices without compatibility issues.

Static ads can effectively convey a simple and clear message without distractions. Users may find it easier to understand the main message of the ad without being overwhelmed by dynamic elements.

Testing different versions of static images is more straightforward than testing variations in animated or interactive ads. This allows advertisers to easily perform A/B testing to optimize their campaigns.

Static images lack the dynamic and interactive elements that can be utilised in animated or interactive ads. This limitation may affect the overall creativity and engagement potential of the ad.

Animated or interactive ads often attract more attention than static images. Users may be more likely to notice and engage with an ad that includes movement or interactive features.

Static ads must convey all the necessary information in a single frame, which can be challenging, especially if the message is complex.

Generally, static ads may have lower engagement rates compared to more dynamic formats. Users may be more inclined to interact with ads that offer a more immersive experience.

Static images may struggle to tell a story or present a sequence of events effectively. Animated ads, on the other hand, can use motion to guide users through a narrative.

Animated GIFs can capture and maintain user attention more effectively than static images. The movement can make the ad visually appealing and draw users’ eyes.

Animated GIFs allow for a sequence of frames, enabling advertisers to tell a short and simple story or convey a message in a more dynamic way compared to a single static image.

Movement in ads can enhance visual appeal and make the ad stand out, potentially leading to higher click-through rates and better overall performance.

Animated GIFs can be used to showcase different aspects of a product or highlight various features, providing a more comprehensive view compared to static images.

Advertisers can experiment with different frames or sequences within an animated GIF to perform A/B testing and optimize ad performance.

Animated GIFs, especially those with many frames or complex animations, can have larger file sizes. If they are larger than 150kb they will not be allowed on Google Ads GDN.

While more dynamic than static images, animated GIFs are still limited in terms of complexity compared to other dynamic ad formats. Complex animations may not be suitable for GIFs due to file size constraints.

Excessive movement or animation can distract users from the main message of the ad. It’s crucial to strike a balance between capturing attention and delivering a clear and concise message. Some Animated GIF transitions can appear like “flashing” and be associated with cheap or low-quality content.

Some platforms or devices may have limitations or restrictions on the display of animated GIFs. Advertisers should ensure that their animated ads are compatible with a wide range of browsers and devices.

AMPHTML ads are optimised for quick loading, providing a better user experience. Faster loading times can lead to lower bounce rates and higher engagement.

Since AMP is specifically designed for mobile optimisation, AMPHTML ads can perform exceptionally well on mobile devices, catering to the growing number of mobile users.

Google gives preference to faster-loading pages and ads. Using AMPHTML ads can improve the visibility of your ads in search results and on the Google Display Network.

AMPHTML ads ensure a consistent and reliable user experience across various devices and platforms, reducing the likelihood of compatibility issues.

AMPHTML supports dynamic and interactive elements, allowing for creative and engaging ad experiences while maintaining fast loading times.

While AMPHTML allows for some level of interactivity, it may not support highly complex or sophisticated creative elements compared to HTML5. Advertisers might face limitations in terms of creativity.

AMPHTML has strict guidelines and limitations to ensure fast loading times and a smooth user experience. Advertisers may find it challenging to implement certain design elements or features.

While AMP is widely supported by Google GDN, some platforms or environments may not fully support AMPHTML ads. Advertisers should consider the potential limitations in terms of ad placement.

HTML5 allows for the creation of rich and interactive ad content. Advertisers can incorporate animations, videos, and interactive elements to engage users more effectively.

HTML5 ads are compatible with a wide range of devices and browsers, providing a consistent user experience across different platforms. This ensures that the ad content looks and functions well on desktops, tablets, and mobile devices.

HTML5 allows for advanced tracking and analytics, providing advertisers with detailed insights into user interactions. This information can be valuable for optimising campaigns and improving ad performance.

Advertisers can create dynamic and personalised content using HTML5, tailoring ads to specific audiences or showcasing different products based on user behavior.

HTML5 ads can be designed to work offline to some extent, allowing users to interact with the ad even when they are not connected to the internet. This can enhance the overall user experience.

At time of writing, advertisers via the Google Ads platform must have had a historical spend of at least $9,000 USD equivalent to be allowed to use the HTML5 ad type.

Depending on the complexity of the ad and the file size, HTML5 ads can have longer loading times. Advertisers should optimise their creatives to ensure reasonable loading times and avoid user frustration.

While HTML5 is generally supported across modern browsers, there may be some challenges related to cross-browser compatibility. Advertisers need to test their creatives thoroughly to ensure consistent performance.

Some ad networks, including the Google Display Network, have limitations on ad file sizes. Advertisers need to be mindful of these restrictions to ensure that their HTML5 ads meet the platform’s requirements. The limit on Google GDN via Google Ads is 150kb.

Certain ad-blocking tools may target HTML5 ads, affecting their visibility to users who have ad blockers installed. This can impact the reach and effectiveness of the campaign.

Dynamic Display Ads automatically personalise content based on the user’s browsing behavior and interests. This can lead to more relevant and engaging ad experiences.

Dynamic Display Ads streamline the ad creation process. Advertisers only need to provide the necessary assets (variations of images, headlines and descriptions), and Google’s algorithms dynamically generate ads based on user context.

These ads are particularly effective for remarketing campaigns, allowing advertisers to show products or services that users have previously viewed on their website. This can enhance conversion rates by reminding users of products they showed interest in.

Dynamic Display Ads can scale effortlessly across a wide range of products or services, making them suitable for businesses with extensive inventories.

Changes to product details, prices, or availability are automatically reflected in the ads without the need for manual adjustments. This ensures that ad content remains accurate and up-to-date.

Advertisers have less control over the exact appearance of each ad since Google dynamically generates content based on user data. This might be a drawback for advertisers who prefer more control over the creative elements.

Due to the dynamic nature of these ads, maintaining consistent branding across all variations can be challenging. Advertisers need to carefully manage creative elements to ensure a cohesive brand image.

Dynamic Display Ads rely on data feeds for product information. If the product feed is not well-structured or contains inaccuracies, it can negatively impact the quality and relevance of the generated ads.

Since some dynamic ads show products based on user behavior, there is a risk of users seeing repetitive content, leading to ad fatigue. Advertisers need to carefully manage frequency and rotation to avoid this issue.

While dynamic ads can be highly personalised, there are limitations to how much advertisers can customise individual ad variations. Some advertisers may find these limitations restrictive for specific branding or promotional requirements.