Best practices for designing native ads

Creating high-performing native ads requires planning, testing, and execution. Use this article as a guide when setting up native ads.

Create effective native styles

Native styles allow you to define how native ads will appear on different inventory segments, for both web and apps. You can manage your styles’ HTML, JavaScript, and CSS within Ad Manager to shape how your native ads will look in different situations and maximize performance.

Native playbook

Before creating native styles, first review the Native playbook for the basics of designing an effective in-feed native ad. It includes details on layout, typography, labeling, preserving advertiser assets, and more.

Run A/B experiments on native styles

To help you achieve high-performing native ads, we provide an A/B testing framework. You can test different native styles using Native experiments. Test fonts, colors, layouts, and other updates in a new style against an existing style to see which one will perform better before making a change.

Experiment with these controls and more to find the styles that perform best on your website or app:

  • Fonts and font sizes
  • Background and text colors
  • Different layouts and spacing
  • Ad size
  • Image size
  • Logo as a secondary image

Additional resources

  • Native ads in action: Visualize what native ads can look like with Google Marketing Platform. See your native ad match the look, feel, and function of its surrounding content across mobile, tablet, and desktop screens. Sample native ads are also available as a guide if you don’t have your own creatives yet.
  • Material design: Learn how to synthesize the classic principles of good design with the innovation and possibility of technology and science. The site describes a single underlying system that allows for a unified experience across platforms and device sizes.
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