Responsive display advertising has changed the way advertisers approach to pay per click advertising (PPC).
Visual ads can be quickly created and launched by your business using responsive ads for Google Display Network. Machine Learning can be used to determine what images, copy, and videos are most loved by your audience.
This guide will show you how to use Google’s responsive display ads.
Continue reading to learn more about responsive display advertising.
What’s responsive display advertising?
A responsive display advertisement is a visual advertisement that adjusts to the space like a website. The responsive display ads from Google Display Network feature a title and description.
What is Google responsive display advertising?
Google’s responsive ads are different from traditional display ads in that they can automatically change and test creatives to determine the most effective combination.
What is responsive display advertising?
The core elements of a responsive display ad are
| Element | Maximum Number | Limitation on Character | Example |
| Headline | 5 | 30 | 25% off Your Order |
| Long headline | 1 | 90 | Get 25% off your first order |
| Description | 5 | 90 | Take 25% off your first order when you place it before 1/1 Get Free Shipping if you spend $50 |
| Name and address of the company | 1 | 25 | MyStore |
Every responsive ad contains the following creative assets.
| Element | Maximum Number |
| Marketing Image | 15 |
| Logo | 5 |
| Video | 5 |
What are the specifications for Google’s responsive display advertisements?
Google’s responsive ads can be used to your advantage. Read Google’s requirements before you start creating these assets or setting up your campaign.
Google offers the following image specifications for responsive display ads:
| Multimedia | Suggested Dimensions | Maximum Size |
| Image of Landscape Marketing | 1200×628 pixels | 1 MB |
| Square marketing image | 1200×1200 pixels | 1 MB |
| Logo | 1200×1200 pixels | 1 MB |
| Landscape logo | 1200×300 pixels | 1 MB |
| Video | 1920×1080 pixels | 128 GB |
Google may crop images horizontally if they do not meet the recommended dimensions. Consider this factor when selecting ad images.
Google also bans:
- Text (including text logos) that covers more than 20% of your image
- GIFs and animated images
- False content
- Adult content
- Inappropriate content
- Blurry images
Google Ads requires responsive display ads.
- Use correct spelling, capitalization, and clarity
- Proper trademark use for ad text, assets, or business information
These specifications can help you to brainstorm responsive display ads.
Making responsive display ads with Google Ads
Now you have all the information you need to create responsive display advertisements.
We have provided the steps below in video format.
These first steps will get you started:
- Login to your Google Ads account
- Choose “Display Campaigns” from the left-hand navigation panel
- Select “Ads and Extensions” from the left-hand menu
- Click the “+” button
- Select “Responsive Display Ad”
- Select your ad group
Now that you’ve completed the above steps, you can add the following:
- Final URL
- Images
- Logos
- Videos
- Headlines
- Descriptions
- Name and address of the company
- CALL FOR ACTION (CTA).
- Custom colors
Get more information below about these steps.
- Your final URL
This is your landing page.
You need to coordinate your landing pages and your ads before you launch an advertising campaign. If your ad promotes summer shoes, it will fail.
Any page can be used as your landing page. You can use any page on your website as your landing page.
- Upload logos and images
Upload your logos and images for your responsive display ad.
Google requires that you add at least one image of a landscape and one square picture in your ad. Having a logo will help users identify you and increase brand awareness.
Refer to the Google guidelines regarding logos and images:
| Image / Logo Type | Suggested Dimensions | Maximum Size |
| View of the landscape | 1200×628 pixels | 1 MB |
| Square image | 1200×1200 pixels | 1 MB |
| Logo | 1200×1200 pixels | 1 MB |
| Landscape logo | 1200×300 pixels | 1 MB |
Images should not have text exceeding 20%
A responsive display ad may contain up to 15 images and five logos. Google can test more creative combinations with more assets.
Google provides several options to add images to your Google Account, including
- Website: Enter a URL from your website. Google will extract logos and images from your page. However, images can only be uploaded if they are in the required file size and dimension.
- Upload: To add images manually, you can upload them from your computer. Drag-and-drop images can also be used.
- Stock images. Enter keywords, phrases, or URLs related to your company or products to find relevant stock images. Google might suggest stock images you may need to buy in certain situations.
If you’re running similar campaigns, you can also choose “Recently Used”. This will give you access to assets from the past.
- Upload your videos
Videos are optional but can increase engagement with responsive display ads.
You can add up to five YouTube videos to your responsive display ad.
Videos will appear alongside your logo and marketing image if they are used.
- You can make your headlines
Upload your images and videos to begin creating headlines
Google Ads allows you to create headlines. However, this is not always the most productive way to go. It can be difficult to come up with original headlines.
To create your headlines quickly, use a character count tool.
Google allows up to five headlines with 30 characters each and one headline with 90 characters.
Your 30-character headline will appear in most cases. Google may also allow you to use your 90-character headline in specific ad placements. Think about the structure of your headlines.
Google will mix and match headlines, so make sure to come up with unique titles.
Consider different angles.
You might use headlines like
- 25% off Your Order
- Seasonal Sale
- 25% Off on All Sites
- Treat Yourself Today
Spend around 30 minutes writing headlines to get your responsive display ads up and running.
- Write your descriptions
Write your headlines before you log in to Google Ads.
Google allows up to five 90-character descriptions. These descriptions can be used to promote different uses and selling points.
Google will match descriptions to different headlines. This could cause your descriptions or headlines to fail.
- Add your business name
Last step: Enter your company name.
If your company or brand name is less than 25 characters, this step is easy.
You should only use one name for your company, or a combination of names and nicknames. Your responsive display ads will most likely include “MyStore Inc.”
If your brand name is longer than 25 characters, this field can be skipped. It can be skipped.
- Personalize your CTA text
After you have created your creative assets (including headlines, descriptions, and business name), you can begin to create your CTA. Google provides a list of CTAs you can use.
CTAs can be found in the following:
- Apply Now
- Book Now
- Get in touch
- Download
- Find out more
- Install
- Go to the Site
- Buy Now
- Register
- Get a Quote
- Register
- Learn More
Google provides an automated way to test CTAs, and decide which one is the best.
If your CTA doesn’t match your ad, don’t include it. These CTAs can be used for almost all actions that advertisers want users to take, from visiting purchasing to contracting.
- Select custom colors
Custom colors can be chosen for Google’s responsive display ads.
Although this setting is not mandatory, it can help you increase your company’s branding through your ads. Use your brand colors to get the best results.
Ads may not appear in the same color every time. Your ad can be blocked from being displayed on websites that have your colors overridden.
After you’ve completed the above steps, click “Save” and your ad will be launched.
5 reasons to use responsive ads for your ad campaign
These 5 benefits will help you decide whether responsive ads are right for you.
1. Top-performing ads
Machine Learning makes responsive display ads more appealing to advertisers.
Google’s machine-learning toolkit allows advertisers to create more ads and get better results. Both shoppers and advertisers are happy with Google Ads.
Machine Learning eliminates the guesswork in creating ads.
Google will do all the work for you. Google will show you which combination or assets are most efficient. This can help you save a lot of time.
This gives you an insight into your audience and what motivates them to click and convert.
2. Increase the reach of an advertisement
Responsive display ads are a great way to increase your reach and maximize your ad’s value.
Advertisers were required to create unique creatives before they could display responsive display ads. Machine learning testing was impossible.
You can use one set to place multiple ads.
The new design allows you to take advantage of machine learning and expand your reach in responsive assets. Google can automatically adjust your ad for different placements, instead of you having to rely on a graphic artist.
3. Speed up inefficient and time-consuming ad creation
Google’s responsive ads are a time-saver.
Designers had to create ads in every dimension. Designers now have the option to deliver designs in these dimensions (1200×628 pixels and 1200×1200 pixels), and Google will adjust them to any size.
Responsive display ads are easier for both you and your designer.
4. Dynamic Remarketing is Available
Dynamic remarketing can be combined with responsive display ads to create an effective advertising strategy known as dynamic remarketing.
You can market your company to people who have previously visited your website or added products to their shopping cart. This is a way to increase sales and leads.
Dynamic display advertising can be combined with responsive display ads by linking directly to a feed. This feed can be modified to include additional items, such as job openings.
Make sure that your activity is connected to your linked campaign
You can dynamically market your responsive display ads to users who have viewed specific products. This can motivate them to return to your website and purchase.
5. Get actionable audience insights
Responsive ads are also useful because you can see the individual performance of different assets.
This allows you to see the performance of each asset individually as well as which assets perform best. This feature allows users to identify images, headlines, and descriptions that are engaging.
You should wait at least one week before making any decisions regarding asset performance.
The size of your audience can impact the turnaround time for your asset’s performance grade. Google may take more time to assess the asset’s true performance if it has a smaller audience.
Responsive ads are a great perk, regardless of audience size.
There are three ways to make responsive display ads 10x more efficient
There are three ways to optimize responsive display ads.
- Check out your ads
Preview responsive ads before you publish them
Compare how ads display on mobile and desktop devices to see how you can improve them. You might consider changing the copy or choosing a different image.
- Use ad rotation
You can gain more insight into your ad performance by changing the ad rotation settings. New creatives are at an advantage since they aren’t the best performer.
For more information on the most recent ad assets, set your settings to “Rotate Ads forever”
Change your Ad Campaign settings by clicking “Ad rotation.” Keep the default setting of “Prefer highest-performing ads.” “
A combination of frequency capping and ad rotation can reduce ad fatigue.
- Update your assets
Advertising can always do one percent better
Always try new creative assets Keep your top performers, but compare them with new headlines and descriptions to find the best.
Kobe Digital lets you create responsive ads that generate revenue.
Responsive ads offer more convenience for advertisers.
A plan and a proactive approach to managing your ad account are essential in order to ensure your responsive display ads campaigns are successful. 72% of companies will lose money if they don’t have one.
Kobe Digital can be a great partner in your paid advertising campaign.
For more information on our PPC management services, call us today!
