Display Advertising

What is Responsive Display Ad and its Benefits

Responsive display ad is one of the popular ad types that Google is offering to the publisher’s server the larger ads based on the user screen size. Responsive ads will automatically adjust the size, appearance, and format to fit to the available ad slots. The single responsive ad can be displayed as a small text ad in one place and a larger image ad in another ad slot.

It is simple to create a responsive display ads using Google Ads account. The advertisers just need to upload the creative assets like, headlines, descriptions, images, and logos and Google will create the responsive display ads using the assets.

There are a few options available in the Google Ads to match the responsive ads to websites native format, tone and feel while serving the ads.

Here’s a short video that explains the response display ads and how it appears on the web pages.

Benefits of Responsive Display Ads

Here are four major benefits of using the Responsive Display ads on the web pages.

Optimize the ads: Google uses its own machine learning model to creative the responsive display ads using the assets uploaded by the advertisers. Google machine learning will optimize the responsive ads to enhance the user interaction without impacting the user experience.

Broader Reach: Google will use the multiple assets uploaded by the advertiser (Ex: headlines, logos, videos, products images and logos). Google assembles the responsive ads by adjusting the size, appearance, and format that fits each advertiser’s web page to reach all types of audience without causing any rendering issue.

Google creates multiple varieties of display ads from native banner to dynamic text ad using the assets. Also, Google uses videos within the responsive display ad banners instead of images to maximize reach in its display network.

Save Time: This is one of the major advantages of creating responsive display ads on Google Display Network will help the advertiser to save time and money in creating various sizes and types ads. Google Machine Learning will take care of creative designing part of based on the publishers’ requirement.

Responsive ads for dynamic remarketing: Advertisers can use the responsive display ads while dynamically retargeting their potential customers and it is one of the best suitable to ad types to covert the potential user by serving the ads on various devices that user may use.

Advertisers just need provide the feed in the responsive ad campaign so that Google will personalize the content to the respective customers from the feed to drive them to the campaign landing page.

Here’s an article to learn standard display ad sizes in display marketing to understand better about the responsive ad types.

How Does Responsive Display Ad Works?

To create a responsive display ad, the advertiser needs to submit their creative assets ex: creative description, headlines, logos, videos, creative images, and logos to Google to create a responsive display ad using its machine learning to reach their desired audience.

The Google created responsive display ads will fit into any of the available display ad slots and match the web page tone to stand out from the website content.

The advertisers can submit up to 15 images, 5 headlines, 5 logos, 5 descriptions and 5 different videos to Google to customize the content and create an interactive responsive ad to display based on the user the preferences.

The Google survey confirms that the 60% of the users agreed that video ads have inspired them to click on the responsive ad and navigate to the advertiser’s landing page. It confirms that the users are more likely responds to the video embedded ads instead of static images.  

Considering the survey results, Google allows the users to upload up to five 30 second videos to utilize while creating the responsive display ads based on the feeds provided by an advertiser. These embedded video responsive ads will impact on conversion rates significantly and increase of the ad performance due to videos.

It is suggested to have a short headline containing 25 characters or advertiser may have longer headline consisting up to 90 characters to optimize the ads based on the users’ screen size. The responsive ad will allow advertisers to have more control over the creative message of the ads they wanted to display.

Conclusion: Now that you are aware of what is responsive display ads, what are all the benefits of creating the responsive ads using Google Display Network and how does responsive display ads will work on the websites and other devices. Let us know in case of any questions or comments on the responsive display ads below. Also, don’t forgot to let us know if you have trafficked the responsive ads using the Google AdSense on your websites or your client’s websites as well in the below comments section.

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