Responsive Display Ads – What are they, and how to use these ads to sell more

by | Jul 1, 2022 | Marketing | 0 comments

Responsive Display Ads is an ad format that automatically adjusts to placeholder banner advertising on websites. It also changes, taking into account the user’s screen size. Therefore, it is an ad that is continually optimized and guarantees customers the best experience.

What are Responsive Display Ads?

Responsive display ads are defined as display ads displayed on Google’s partner sites and designed to fit all screen sizes. In addition, it also adjusts to ad spaces on websites. This adjustment is made automatically. However, ideally, you submit the top five sizes to make it easier for Google to fill in the blanks. The five main sizes are as follows:

  • 300 x 250
  • 728 x 90
  • 160×600
  • 320 x 50
  • 300 x 600

According to Google, with just these 5 sizes, it can resize ads to occupy most of the spaces on the more than 3 million websites and apps on the Display Network. This way, ads are constantly optimized to adapt to the user’s context, creating better and better experiences.

Are you Interested to learn more about it?

In this article, we’ll explain this ad format and whether it’s a good fit for your business.

How Responsive Display Ads Work

The main feature of responsive display ads is that they utilize advanced machine learning. With each new interaction between customer and ad, Google Ads learns more. So your ads are improved in real-time!

To get your responsive display ads running, you must submit your creatives (images, titles, logos, videos, and descriptions). The amount is as follows:

  • Images: from 2 to 15.
  • Logos: maximum of 5.
  • Videos: optional.
  • Titles: up to 5.
  • Description lines: up to 5.

From there, Google takes over the heavy lifting. What Google does is test the features to find the best matches. As it discovers which combinations work best, Google displays these ads more often.

Full-screen portrait mode images:

When uploading images to display ads on mobile phones, Google only allowed the use of square and landscape images. But, it is also possible to send images in portrait mode.

Automatically generated vertical videos:

Don’t have videos to advertise on Google? With responsive display ads, you can automatically generate vertical videos. To do this, Google uses machine learning to leverage your submitted creatives and create vertical videos.

More Precise Cuts:

Machine learning is becoming more and more efficient. One of its improvements is making more accurate cropping in images. The goal is to make the images fill all the space available for the ads and stand out.

For this, Google Ads uses “upcropping” technology. Especially for advertisers who have few variations in image sizes, this feature will help display higher quality image ads, taking advantage of all the space.

Advantages of Responsive Display Ads:

Is it worth using this format in your internet campaigns? From what we’ve seen, yes, of course, it does! After all, there are several advantages:

  • Your ads are optimized in real-time.
  • Since ads fit every type of screen and space, reach is more significant.
  • With quality ads and greater reach, you sell more.
  • Time-saving.
  • Responsive ads allow you to use feeds to show personalized ads to people who have already visited your website or app.

9 tips for making good use of responsive display ads

  1. Use the Ad Quality tool

This indicator measures the relevance and impact of different combinations in an ad. So, while creating the display ad, Google Ads will give you interesting tips to create the best ad.

Make good use of layouts

Google tests over 150 responsive display ad layouts a year. The available layouts have automated image enhancements.

This includes smart cropping and text overlays.

This feature enhances the ads, making them more eye-catching and attractive.

  1. Use quality images

Images are vital in responsive display ads. That’s why you need to be careful when choosing them. This means avoiding blurry images with edges, rounded corners or inverted colors.

  1. Do not place texts, buttons or logos over images

But, you can rest easy. After all, if it is better to display text on top of an image, Google itself will do it. So always send quality images without any overlays.

  1. Use automatically generated videos

Research shows that 60% of users think videos help inspire the buying process. So don’t leave videos out of your responsive display ads. But what if you don’t have the resources to produce your videos? In this case, Google can help you: using your images and texts, it is possible to generate videos automatically.

  1. Include prices and promotions in text ideas

For responsive display ads, Google will use machine learning to determine the best time to display submitted creatives.

In general, low-price ads and promotions often attract attention. So take advantage of these elements to differentiate your offerings from the competition.

  1. Submit as many different creatives as possible

When creating a responsive display ad, you can submit ideas for titles, descriptions, logos, videos, and images.

So, send as many of these resources as possible. In fact, the more you submit, the more resources Google Ads has to find the right ad for every situation. According to Google, companies that send multiple resources get up to a 10% increase in conversions.

  1. Write titles as if there is no description

This is important because, in some cases, responsive display ads only show the headline and not the description.

Thus, it is recommended to take advantage of the entire character limit of long titles so that it makes sense even if the description line does not appear.

At the same time, don’t use the description line to repeat the title idea. After all, if both appear in the same ad, you don’t run the risk of presenting duplicate texts.

  1. Exchange underperforming resources

It is essential to check the reports to track the performance of each feature.

So when you come across underperforming creatives, replace them. This will ensure that your ads only use features that help campaigns perform well.