Are you diving into the world of Google advertising? Let us guess: one of the first things you noticed was the wide range of ad formats you suddenly have at your fingertips.
To paraphrase Dorothy in the Wizard of Oz, “There are text ads, and shopping ads, and video ads, oh my!”
There are also responsive display ads. And they are perhaps one of the most impressive ad formats Google has dreamt up yet.
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What are responsive display ads?
Responsive display ads are the default type of display ad. Display ads show up on the Google Display Network, which is a network of 35 million websites, apps, and Google-owned properties like Gmail and YouTube. Display ads are visual in nature, using images to grab a potential customer’s attention. With responsive display ads, all you have to do is upload the assets of your ad into Google. You’ll upload different ad images, headlines, logos, videos, and descriptions. Then, instead of manually combining all of these different elements, Google does that process for you. Pretty magical, right?
Responsive display ads are a major upgrade from the original version of display ads — known as uploaded image ads — which is why they are replacing them as the default display ad format. With uploaded image ads, you manage all aspects of the ad, not only uploading multiple versions of each of your ad assets, but also combining them into a complete ad package.
What’s provided by responsive display ads?
Responsive display ads are pretty incredible, and their name seriously undersells what they do. But, if we had to narrow it down, we’d say responsive display ads provide three key benefits: reach, simplicity, and automation. Let’s review.
1. Reach
Reach refers to the incomparable range of the Google Display Network. With a network of over 35 million websites, apps, YouTube, and Gmail, your responsive display ads can reach a massive audience. And, Google will pick and choose from your assets to choose the winning combination of headlines, logos, and visuals, and resize them accordingly for each ad space.
2. Simplicity
When it comes to spinning up a Google ad campaign, it doesn’t get any easier than responsive display ads. You upload your ad media (images, logos, YouTube videos) and copy (headlines and descriptions). Then, using machine learning, Google will automatically combine them, in real-time, into the combination most likely to achieve your ad goals — whether that’s a simpler ad design or one that’s more stylistic. For example, take a look at these three different responsive display ads, which were all created by Google using the same set of assets:
3. Automation
The automation part is the true magic of responsive display ads. Because Google has such a wealth of advertising data, its machine learning model can predict what will and won’t work in a particular ad placement — based on your brand’s advertising history as well as everyone else’s. When you use responsive display ads, you get to benefit from that knowledge. Google will create infinite combinations of your ad assets for the optimal results, from banner ads to dynamic text and video ads.
Seize the benefits of responsive display ads
Responsive display ads provide advertisers with huge benefits, from faster ad creation to more effective results. They deserve a spot in your advertising strategy. Discover all that Google advertising has to offer. Contact Your Marketing People for your free marketing assessment now.
