responsive display

When Should You Use Responsive Display Ads? Guide 2023

When you use responsive display ads, Google will create ad combinations for websites, apps, YouTube, and Gmail based on the assets you upload (images, headlines, logos, videos, and descriptions). Display campaigns may employ responsive display advertisements.

But when should you use responsive display ads? It is accurate to say: if efficiency is your main priority.

When performance is your main objective, responsive display ads are the way to go. If you place a premium on performance, use responsive display ads, which instantly adjust to the available ad space, to help you most effectively accomplish that goal.

 I have followed this article to find out more about display ads.

Related Reading: Why Do People Advertise?

What Are Responsive Display Ads?

Google automatically creates responsive display ads from assets you supply.

In order to fit your assets into the available ad spaces on the Google Display Network, Google automatically modifies their size, appearance, and format.

The following text elements are permitted in responsive display ads:

  • Short headline
  • Long headline
  • Description
  • Business name

It might also include the following visual components:

  • Marketing image/video
  • Logo

Both conventional display campaigns and intelligent display campaigns can make use of responsive display advertisements.

Also Read: Display Ads Vs Search Ads

Benefits Of Responsive Display Ads

responsive display
  • Optimize your ads: The ideal asset combination for each ad slot is chosen by Google’s machine learning model based on your performance history when you create a responsive display ad by uploading various assets to Google Ads.
  • Save time: You can spend more time on performance improvement by using responsive display ads to cut down on the overhead associated with managing ad portfolios within ad groups and campaigns.
  • Broader reach: For each asset type (for instance, multiple headlines, logos, videos, and images), you can upload multiples of that asset. Almost any available ad space will be automatically sized, styled, and formatted by Google Ads to fit your ads. For instance, a responsive display advertisement may appear as a banner advertisement on one website and a dynamic text advertisement on another.
  • Use with videos: To extend the reach of your responsive display ads across the Display Network, you can also include videos in them. When Google Ads believes your videos could improve performance, videos are displayed in place of images.
  • Use with feeds: Customers see responsive ads from a feed you add and manage, which may include ads for products they’ve already viewed on your website or mobile app. Your ads will appear in both dynamic and static formats if you include a feed in your campaign. Find out more about creating feeds for your responsive display ads.

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Caution For Responsive Display Ads

You might be wondering why you would run standard display ads at all when responsive display ads are an option, and that’s understandable. This all sounds great, though.

I can think of two main explanations:

Brand Control

Every time you automate your advertising, you give up some degree of control.

An illustration of possible outcomes is provided below:

On a desktop, the red-circled, top-of-the-page advertisement appeared. But it appears to be much more suitable for mobile.

I believe we can all agree that this image significantly misrepresents the company’s brand—perhaps NON-represents it better.

If you go to this advertiser’s website, you will notice that it is exquisitely designed and completely at odds with this advertisement.

We have several clients who would not be happy at all with this kind of brand representation, and I can appreciate why.

I wish there was a way for us to reject text ads in responsive display ads.

We don’t currently (as far as I’m aware).

The likelihood of getting this option is low because it would conflict with Google’s objective of filling ad placements.

This is one of the reasons we still favor traditional display ads over responsive display ads unless performance makes it appropriate.

You increase the likelihood of things going wrong whenever you automate and relinquish control.

Regulatory Requirements

Legal disclosure requirements for some advertisers lead to two issues:

  • This legal text would take up most of the description space.
  • The legal text might not appear in every advertisement, but that is not a guarantee.

In this scenario, responsive display ads are probably not a good fit for your service or product.

Uploaded Display Ads

You can create your own image ads and upload them if you want more control over the creatives for your Display campaigns. As file, uploaded image ads can be uploaded into Google Ads after being created elsewhere (in Google Web Designer, for instance). Find out more about uploading your own image advertisements.

You May Also Like: How Does Google Display Ads Grow Marketing Results For Advertisers?

Performance Measurement

You can track conversions and actions that users take on your website or app with the aid of conversion tracking. Clicks to sign up, buy, or request a quote are examples of these actions. Discover how to set up conversion tracking.

Looking beyond clicks, however, may be necessary to understand the full impact of your display campaigns. Conversions from engaged views are useful in this situation. In your Display campaigns with video assets, you can now use engaged-view conversions, which have established themselves as a more reliable non-click conversion metric.

Is It Time To Look Again At Responsive Display Ads?

You may have avoided responsive display ads out of habit, worry about control, or doubt the effectiveness.

However, under the right conditions, they might contribute to the success of your Google Ads program.

Author: Ada Parker

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