Changes

There are plain text AdWords and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent websites. Plain text ads look all the same and are easily overlooked, much like ads in a newspaper are skipped. While there are exceptions, the lack of visual impact and overuse of plain text AdWords make them ineffectivecomparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.

There are currently 10 possible display sizes. The available size for placement on any given site is determined solely by the preferences of the individual website publisher. Not , not by the advertiser. To ensure a maximum reach for campaigns, all display options can be catered for by making graphical banners available in all available sizes.

Ads always receive a much higher proportion of impressions than clicks. These impressions can count. A well-designed banner campaign visually connects a brand with a company, its website and URL. Such campaign can result in increased brand awareness by exposing customers to repeat impressions, providing reminders even when ads are merely noticed but not clicked on. In typically cluttered ad-spaces, this is where plain text AdWords fail to catch users attention. Again, only clicks are charged. In an old media world, this is comparable to the unimaginable idea of advertisers paying a small amount only for those instances where readers actually read their the advertisements.

Google's system dictates that a cycle of all frames in an animation must complete within 10 seconds, not counting the first (firstbackground) background frame. Continued and infinite looping is permitted. Although Flash-based animations are permitted, they are best avoided due to their lack of support on mobile devices such as Ipads. The most widely supported animation method is therefore the old-fashioned GIF-based animation.