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What are Responsive Display Ads?

Responsive display ads can form part of a successful Google Ad campaign. The tactic allows you to input a few details that transform into adaptable and responsive advertising.

All you need to do is upload your descriptions, images, logos and headings, and Google Ads will transform them into adverts across multiple apps, websites, and platforms. It is also fully compatible with video uploads. Read on to find out more about how responsive display ads work, their benefits, and how you can start to create them.

How do Responsive Display Ads work?

Google Ads takes the assets that you upload to their platform, and creates ads to display across websites, platforms, and apps. They will be cross-compatible, native ads that are perfectly suited to the platform they display on. They have the best performance in terms of most response out of all the display ad types and adapt to fit any available display placements on the Google Display Network.
The tool leverages machine learning and analyses your past ad performance and ad history to create the best possible ads from a combination of your saved assets.

They will review your uploaded headlines, videos, images, and logos to create a combination that is designed to increase click through rates, increase ad engagement, and generate new leads.

Creating a responsive display ad is simple – you upload the assets into your Google Ads account that you wish to appear in your responsive display ad, and Google Ads will show you a preview of its proposed ad.

You can save the ad if you like it to have it display across the Google Display Network in a fully optimised format. Google Ads will put together a combination of all your uploaded assets across its various sites, platforms, and apps. Each advert will display in the right format for the device of the user.

What is the Google Display Network?

The Google Display Network is a hugely broad network that covers over 2 million websites worldwide, and reaches 9 out of 10 online resources across the globe. Google Ads has access to the full Google Display Network, and if you have run ad campaigns before via their network, Google will use those to determine the design of your responsive display ad. Additionally, your responsive display ad will appear on the most suitable available space on the Google Display Network.

What are the benefits of Responsive Display Ads?

Responsive display ads have many benefits when compared to putting ads together yourself. Here are just a few of the benefits from Google Ads’ responsive display ads functionality.

1. It saves you time

Once you’ve uploaded your ad resources, the responsive display ad tool saves time in putting together a successful ad. 

The more images, descriptions, logos, videos, and headings you put in there, the greater the combination of ads that will be available. You can preview and save each successful ad ready for display on the Google Display Network. The responsive ad tool saves time in agonising over the success of your advert and displays the best combination available based on the machine learning of the tool.

2. Native and Compatible Ads

Native advertising refers to digital ads that fit properly onto each platform, website, and app they display on. If you’ve ever seen an ad on your mobile that lurches across the screen and looks out of place, it is not a native ad. Responsive display ads sit nicely on whatever available space the Google Display Network presents, looking right at home wherever it appears.

3. Leveraging the power of the Google Display Network

9 out of 10 online users are accessible via the Google Display Network, which makes Google Ads the best vehicle for your responsive display ads. Refining the targeting within the Google Display Network will allow you to reach a huge target audience across multiple channels, platforms, and apps. The moment they search for a product similar to yours, they have the potential to be presented with your ad. Google Ads can target further by age, interests, income and more, allowing you to further segment and reach your target customer.

4. Responsive Display Ads are taken from your performance history

Responsive display ads are pulled together from your most engaging ads, which means the combinations you see are based on previous campaign success.

The tool offers you insights into new ad creatives, simply by uploading the resources to Google Ads. Responsive display ads allow you to really focus and automate your campaigns, setting you up for success.

5. Save money on a designer

If you’re trying to grow your business, previously you might have invested in a designer to create your ads. If you are a small company without the funds, responsive display ads are a suitable alternative to investing in an expensive designer. It allows you to create ads quickly and effectively based on your previous successes, without relying on someone with marketing insights to help you.

6. You can use videos

Some display ads are not always possible to use with video, which isn’t a limitation with the responsive display ads. Google Ads allows you to upload five videos of 30 seconds or less for use in your ads, which can display anywhere across the Google Display Network. Finding a network which supports video might be costly elsewhere.

7. You get Ad feedback

The system provides you with feedback on the construction of your ad, along with suggestions on how to improve it. This is the equivalent of the tailoring stage of an ad, where you can improve the final design to get the best possible results and return on investment.

Are there any drawbacks of a Responsive Display Ad?

Although responsive display ads are innovative, time-saving, and cost-effective, as with anything there are a few drawbacks to consider.

1. Generic Ads

Responsive display ads are pulled together by Google, which means you lose some control over the design. The final product might seem generic and lose some of the punch of a designed advert. While the algorithm is effective, it is driven by former successes rather than the eye of a designer, which could mean that you lose that edge over a carefully curated ad.

2. You may not stand out from your competitor

The tool will put together your ads in the same way as it would your competitor, meaning that your ad will not necessarily be any different from others on the market. The success of the ads will depend on the strength of the visuals and text you upload, rather than the formatting of the ad itself.

3. You will lose insight into campaign success

Google Ads will share how well the campaign performed but won’t show you which ad it was that offered the highest success rate. The data is fed back into the algorithm, but what it shares with you is comparatively limited.

This means you will have to keep trusting Google rather than gaining insight into which combination had the biggest return on investment.

How do I make a Responsive Display Ad?

To make a responsive display ad, navigate to Ads and Extensions from your Google Ads account which is available in the right navigation menu. You will see the + button and need to choose ‘Responsive Display Ads.’ You will have a choice of an image ad, Gmail ad, or a responsive display ad when selecting from the menu.

You will then need to select the campaign and ad group for this advert. Once you have started to build the ad, you will need to upload your logos and images to the tool. You can also select from stock images, recently used images, a website scan, or your already uploaded files (called ‘assets’). Simply select the images you wish to upload and select save to choose the relevant images for that campaign.

You can also upload videos by selecting a YouTube link for your advert or select from your existing video assets or recently used links. You will then need to include your ad information, which will include short or long descriptions and headlines. Once this is done you will be able to click preview and save your ad once you’re happy.

Can Fluid Ads help me with Responsive Display Ads?

Responsive display ads can still benefit from marketing insights and at Fluid Ads, we help you leverage the best possible ads by providing:

  • Insight into the best copy, images, and video resources to make your ad a success
  • Knowledge of Google Ads as a Google Certified Partner
  • Advice on the best way to target your customers on Google Ads
  • Awareness of how to interpret the result of your responsive display ads
  • Competitor insight to make your materials stand out on the Google Display Network

Fluid Ads can manage ad campaigns for you, or you can do it yourself with the Fluid Ads platform which delivers the full end-to-end advertising process. Get more transparency over what is working in your responsive display ad campaigns.

Want to find out more? Contact us for more advice on how we can help you refine your responsive display ads or for a demo of the Fluid Ads platform but if you’re ready to have a go you can start a complimentary trial of our platform.

For more digital marketing insights, you can browse our resources for more information.

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