Ad Tech & Ad Ops

What are Responsive Display Ads?

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Responsive ads have been around for a while now. These ads can resize themselves automatically according to the space available. This makes them popular with advertisers.

Gauging the demand for responsive ads, Google recently launched responsive display ads (RDA) to replace the need to create responsive ads manually. In this post, we will cover everything you need to know about responsive display ads.

What Are Responsive Display Ads?

Advertisers using Google Ads are not required to test multiple combinations of headlines, images, descriptions, and logos to get the best display ad. RDA can do all that for them.

With responsive display ads, if you wish to display ads on the desktop and smartphone, you don’t need to design two different ad units. You can simply create ads using the responsive ad feature and the ads units will resize accordingly for both devices.

Start by providing inputs such as 15 images, 5 headlines, 5 descriptions, and 5 logos. Google will test different combinations for ads and display the best one for the available device.

Responsive Display Ads Example

Source: Google Support

This is an example of a responsive display ad for a seafood restaurant by Google.

Why Do We Need Responsive Display Ads?

Users consume information using many devices such as desktop, laptops, tablets, and smartphones. And all these devices have different resolutions and display sizes. Publishers sell ad slots in a variety of sizes too. For the advertiser, this means spending more creative resources and time trying to create all possible permutation and combination of ads.

Displaying a creative designed for PC on a smartphone will negatively impact user experience. This is why we need responsive display ads. Google launched RDA because it knows how valuable this tool is and publishers are already embracing it. Also, reports show that marketers using responsive display ads have seen 10% increase in the conversion.

Sounds like a win-win situation.

How to Create Responsive Display Ads?

Advertisers can use Google Ads to create responsive ads. The process is as easy as providing; 5 headlines, 5 descriptions, 1 image and 1 logo image. Google Ads then tries out different combinations and presents you the ideal ad size for the available device. For best results, provide few more headlines, descriptions, and images.

Here’re the steps that you can try to create responsive ads:

  • Sign in to Google Adwords account.
  • Click on + Ads and choose Responsive ad.
  • Next, you will see various options to customize the ad by providing images, headlines, descriptions, and logos for the ad.
  • Once you are satisfied with the ad that you have created, save it.

After that, you just need to wait for the approval and then ad will be ready to display on webpages.

Advantages of Responsive Ads

One ad, multiple devices: Creating multiple ads for different devices can be cumbersome. Using responsive ads, one creative can be displayed on various devices without having to worry about user experience. With technologies like machine learning and artificial technology, the ads will automatically resize and optimize according to the user demographics.

Saves time: Using responsive display ads, managing ad portfolios and ad campaigns for different devices will less time-consuming. Also, there is no need to create different designs for all display sizes. Put all your time and efforts in one creative and get better results.

Good for dynamic remarketing: Make responsive display ads to support dynamic remarketing by attaching a feed to the campaigns. Using responsive ads and dynamic remarketing, together, will make it easy to show personalized ads to users on multiple devices. Moreover, add a feed to campaign and get both dynamic and static formats.

Conclusion

For a publisher, responsive ads can be a great opportunity to monetize their ad inventory for both desktop and/or mobile device. With responsive display ads, there will be a lot of exciting opportunities for cross-screen targeting, re-targeting and optimisation in the future to lift revenue. However, in order to understand the true benefits of responsive display ads, you need to implement and monitor it actively.

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