Interactive Advertising Bureau (IAB). There are several packs of banner sizes that comply with the IAB’s guidelines: Rectangles and Pop-Ups pack, Banners and Buttons pack and Skyscrapers pack.

Rectangles and Pop-Ups pack:

* Medium rectangle 300 x 250 px

* Square Pop-Up 250 x 250 px

* Vertical Rectangle 240 x 400 px

* Large Rectangle 336 x 280 px

* Rectangle 180 x 150 px

* 3:1 Rectangle 300 x 100 px

* Pop-Under 720 x 300 px

Banners and Buttons pack:

* Full Banner 468 x 60 px

* Half Banner 234 x 60 px

* Micro Bar 88 x 31 px

* Button 1 120 x 90 px

* Button 2 120 x 60 px

* Vertical Banner 120 x 240 px

* Square Button 125 x 125 px

* Leaderboard 728 x 90 px

Skyscrapers pack:

* Wide Skyscraper 160 x 600 px

* Skyscraper 120 x 600 px

* Half Page Ad 300 x 600 px

For more information, visit the IAB Ad Units Guidelines.

Many online advertisers continue to struggle with the decision to use either search engine advertising or display advertising. Google AdWords, Yahoo Search Marketing, Microsoft AdCenter and the like, or good old fashioned banner displays. Both offer valid reasons, and each outperforms the other in different areas.

Why Not Use Both?

Perhaps you should consider using a combination of the two to truly get the most out of you campaign. There is a common belief that search engine advertising delivers a better return-on-investment, but according to Matt Lillig of the Yahoo Analytics Team, a combination is more likely to do so. He says that advertisers just aren’t measuring display ads in the best fashion. He writes on the Yahoo Search Marketing Blog:
Specifically, many advertisers primarily use conversion percentage to measure the success of their display ads and search keywords. For example, if a display ad converts poorly (it has a low conversion percentage) then the advertiser typically lowers the budget for the ad, shifts the budget to another channel like search, or pulls the budget entirely.

The problem with only using the conversion metric method is that it is a “last click” metric. “Last click” means that the ad only gets credit for the last click the visitor made before they converted. For display ad and search keyword purposes, a last-click model doesn’t reveal the true value of the ad. For example, a display or search ad wouldn’t get the credit for driving conversions to other campaigns. This can be a major issue, as advertisers might end up cutting the budget on an effective display campaign that is driving additional conversions, brand awareness and increased visitor traffic to your web site.

He then goes on to discuss the “assist” metric in Yahoo Full Analytics, which measures the number of times that display ads or search keywords contribute to the conversion of another ad or keyword.

Things Have Changed

There is no question that Pay-Per-Click search engine advertising has gained tremendous popularity over the years with the rise of the services mentioned in the introductory paragraph. In their early stages, they appeared to be a fresh alternative to banner ads that seemed to be attracting less and less attention. Perhaps more importantly, they brought a relevancy to ads that was not really present in older display ad campaigns.

The fact that they were based on searches assured a targeted audience that was more likely to be interested in the products being advertised. This concept was and continues to be a very attractive one to advertisers.

However, display advertising platforms are now offering such a concept, which combines not only relevancy and targeting, but the branding power of eye-catching visuals. In addition, platforms like the Google AdWords Display Ad Builder, MySpace’s MyAds, and others allow the advertisers themselves to easily create professional looking ads without having to go through designers or ad agencies.