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Google Web Designer HTML5 Tool is Updated

Google Web designer HTML5 advertisement tool

This week Google announced an update to its Google Web Designer HTML5 tool. The update brings more options to build interactive and animated content.  It also brings tighter integration with AdWords.

Google Web Designer is mainly intended to be used by advertisers, media agencies and creative agencies to design banner ads and other animations.  It uses HTML5 technology, which is a newer alternative to Flash technology. The disadvantage with Flash is that it can’t be seen on certain devices, such as Apple or iOS devices.

The name “Google Web Designer” may cause some to misunderstand. From the name you might assume that it is some simple template-based tool for building a website, but it’s not.  It’s a design tool that seems better suited to create animated display and banner ads.  It can also be used to animate a part of a Web page.

The application originally was launched in September 2013, and this marks the first major update since the launch.  The software is free to download.  The application lets more experienced designers see and tweak the code behind the design tools.

Google says the update also makes it easier to use animation, video and other interactive content in mobile AdWords campaigns.

Animated content created with HTML5 for AdWords has not been easy to display on all screens up until now.  This update addresses that.  On Google’s official DoubleClick Advertiser Blog, Sean Kranzberg, Engineering Manager, and Tony Mowatt, Lead Product Manager at Google explain:

“Through its integration with Google Web Designer, AdWords now supports HTML5 ad creatives. In addition, Flash ads that are uploaded to Adwords will automatically be converted into HTML5 ads and can be uploaded via AdWords Editor and other 3rd party tools coming soon. Over the next few months, we’ll also be releasing tools and services that will resize ads to some of the most popular mobile sizes, without requiring any additional work ….”

In one year, ads created using the Google Web Designer HTML5 tool have generated 2.5 billion impressions, Google says. And Google reports it has also seen impressions on ads created with HTML5 increase.

With the update, you can add interactive content like iFrame, maps, tap areas, image galleries and YouTube videos, the Google Web Designer site explains.

You can also use a feature called Events to create content that will react to touch, tilting, rotating or shaking on a mobile smart device. Another feature lets you divide your design into Pages allowing your audience to decide what part of your content they want to see next.

The update also gives designers more control over the creation of animation, Google officials say.

Specifically, the update gives you the option to string together scenes in a Quick Mode or use layers to animate using a timeline in an Advanced Mode.  Google Web Designer also lets you manipulate 3D images and rotate objects and 2D designs along any access.

HTML5 appears to be the future, if Google’s position is any indication. Expect to hear more about it.

Image: remix of Shutterstock monitor and screenshot


Joshua Sophy - Assistant Editor

Joshua Sophy Joshua Sophy is the Assistant Editor for Small Business Trends and the Head of Content Partnerships. A journalist with 20 years of experience in traditional and online media, Joshua got his start in the rough and tumble newspaper business of Pennsylvania's coal region. He is a member of the Society of Professional Journalists and was a beat reporter covering daily news. He eventually founded his own local newspaper, the Pottsville Free Press, covering his hometown. Joshua supervises the day-to-day operations of Small Business Trends' busy editorial department including the editorial calendar and outgoing assignments.

6 Reactions

  1. Aira Bongco

    I think that this is a really valuable product since there are a lot of people who need help in setting up their websites. After all, not all people have the funds to hire a web developer. This will really help a lot but I don’t know if it will attract enough people for it to not close down like other Google services.

  2. Matthew Atkinson

    Not sure this does much for any small business. Don’t you have to be using DFA to traffic your ad creative? At least you have to be running your own ad server, right?

  3. The best part is the adword integration, calling it web designer might be a little misleading? But great looking tool all the same

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