As marketers, we like to think we know what’s best for our clients and the campaigns we set up for them (job security, right?), but sometimes, leaning on the algorithm is the best road to take. Case in point: responsive display ads.
Display advertising is a tale as old as (digital) time, but what if you don’t have design resources? Or the ability to create ads in every possible size? (There are so many!)? That’s where Google comes in. Back in 2018, responsive display ads became the default ad type for the Google Display Network.
What Are Responsive Display Ads?
With responsive display ads, you upload your client’s logo, some images (and/or video), headlines, and descriptions, and Google creates ads using what you’ve provided. Google takes the individual assets and combines them into variations to populate across the Google Display Network (GDN). The best part is that Google will automatically adjust the assets’ sizes and formats to fit the available ad space.
Image courtesy of titangrowth.com
Now you may be thinking what’s left for us to do? Great question! The answer is a lot! Just because you upload an asset, or write a headline, doesn’t mean it will speak to your audience. It's important to regularly check in on the available assets and remove poor-performing copy or creative. Google can mix and match for you, but if you don’t give it quality content, your ads won’t perform effectively.
TL;DR Use responsive ads, allowing Google’s algorithm to mix and match creative components—headlines, descriptions, and images—to determine the perfect combinations that will deliver the strongest return on your ad spend. But remember—this is not a ‘set it and forget it’ type of campaign; you’ve got to be on top of performance and continue to provide quality content for Google to work with.
Creative Best Practices
Ready to dive in? Here are some helpful guidelines to keep in mind as you’re designing for responsive ads:
Give Google as much as possible to work with.
Two images are required. Three to five are preferred, and you’re allowed up to 15 assets. The more you provide Google with, the better it can optimize ads for each user and type of inventory. This means more clicks and impressions at a lower CPC and CPM.
Keep graphics simple and web optimized.
Because responsive ads come in many shapes and sizes, what looks good in the design phase, might be illegible to the end user. Leave off your brand logo, calls to action, and text overlays as these components have their own place in responsive ad creation. Similarly, avoid collages. Most importantly, ensure all uploaded images are under 5MB, so they load properly.
Don’t use overlays.
Make sure you’re not using overlays, including logos, text, or buttons, to avoid repetition (Google will place your logo in some ad layouts), unreadable text (since ads are auto-sized by Google, you can’t be sure how the overlaid text will appear), and unclickable ‘buttons’ (images won’t be clickable, and you don’t want ads to be deceptive).
Provide important details in your copy.
Responsive ads are not the place to be mysterious. Include prices, promotions, and exclusives in your copy—including headlines! You want to ensure your consumers know exactly what they’re getting when they see your ads.
If you want more information about responsive display ads, don’t hesitate to contact us or check out these helpful resources:
6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To)
21 Best Practices for Creating Google Responsive Display Ads
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