19.06.2022 11:00

What Are Responsive Display Ads?

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Responsive display ads increase your probability of reaching more customers. 

If you’re looking to , you should perfect one crucial skill set; how to get your products and services in front of the right audience. One of the best ways to stand out from the noise is to leverage responsive display ads. This post discusses responsive display ads in detail and why you should use them to grow your online business. We’ll start with the basics.

Don’t get confused by the name. Responsive Display Ads are at their core, Google Ads, with a nifty addition. The addition is that these ads can automatically adjust their appearance size and format to fit the available ad space on the Google Display Network (GDN). Further, you can add visual elements to your display ads. The best part?

Google creates responsive ads automatically using Artificial Intelligence and machine engine based on the assets you’ve provided.

These are the assets an advertiser can upload for smart and standard ad display campaigns. You can get your responsive display ads by uploading:

  • 15 images
  • 5 headlines
  • 5 logos
  • 5 descriptions

GDN will then merge these assets into various ad unit combinations for every available size.

Why Should You Use Responsive Display Ads?

First, responsive display ads are more interactive and dynamic than traditional display ads. On top of that, they’re super easy to use. In fact, they require no technical or design skills.

In addition, responsive display ads can generate highly adaptive ads for a better user experience.

Besides, Google’s AI models automatically determine the ad’s headlines, boosting the effectiveness of your brand messaging.

Below are some benefits of leveraging responsive display ads for your digital marketing campaigns.

Broader reach

You can read a wider audience because you’re uploading multiple assets and the responsive nature of these ads.

One of the reasons for the extended reach is that your ads can fit on any available ad space, which translates to more opportunities for the ads to show up.

Further, since Google claims that its AI models determine what will work for your campaigns best, these ads are created with the flexibility to adapt to different placements and environments while accounting for your brand’s messaging and goals.

The ripple effect is that your ads appear in as many placements as possible, popping up in appropriate locations. Plus, the ads can appear as text ads, video displays, and banner ads, all in a single campaign

They’re fast and easy to create

You can create responsive display ads quickly and launch your campaign with no heavy lifting required on your part.

Your work is to automatically upload your asset and let Google automatically optimize the ads for you.

These ads also save your time.

For instance, instead of manually setting up 5 ad creatives because you want to sample 5 headlines, you can create a single ad at a go.

More customization

Customization is crucial to better conversion rates. Responsive display ads allow you to showcase your personalized content to your target audience via a feed you control and include it in your campaign.

This higher degree of customization also makes these ads compatible with dynamic remarketing.

Better click-through rates

Business Cartoon Graphic Design Web 3D RenderResponsive display ads have been shown to have better conversion rates compared to standard display ads due to their engaging nature.

These ads can drive better click-through rates due to their machine learning capabilities to test variations and evaluate them.

With such functionality, you don’t need to analyze your ad’s performance every day, enabling you to focus on other areas of your marketing campaign.


Responsive display ads are affordable for people looking to run DIY campaigns, making them ideal for small businesses.

Still, you can always seek the help of a PPC specialist if you’re not confident enough to create and run your responsive display ad campaigns.

More leads

Display ads attract people lead generationBetter click-through rates mean you get conversion rates and, by extension, more leads. The beauty of it is that you can allow Google to monitor your conversions. This way, it is easier to monitor how many conversions your campaign is receiving.

With these insights, you can then adjust your ads’ functions depending on your goals, and the ads showing better results will appear more often. The upside is that you’ll generate more leads on the same budget.


People revisiting your website may become victims of banner blindness. This means they’ll be browsing the same old ads. You don’t want that.

Leveraging responsive display ads enables you to ensure that your adverts are always fresh and exciting.

You can incorporate videos in your ads

Statistics indicate that more than 200 million people view digital videos in the United States. Further, customers want to see more video content from a brand or business they support.

Responsive display ads allow you to deploy videos making them more engaging.

Better viewing for mobile

Incorporate Video Marketing Ads 3DResponsive display ads, by design, are adaptable to different screen sizes, so they’ll appear better on the mobile version of your website or app.

Google determines your ad’s layout, enabling you to experience better results with your mobile viewers. And indeed, that’s a plus, with more and more people accessing online content via their mobile phones.

Tips to Run Successful Display Ad Campaigns

Here’s what you should do to ensure your responsive display ads campaign is successful.

Select and optimize your images carefully

Images play a significant role in the success of your ads since they allow you to draw your audience’s attention. On top of that, they’re an excellent way to deliver your message.

You should, therefore, choose your images carefully and make sure they’re optimized. Also, it would be best to upload three to five images for every ad campaign.

When choosing images, pick ones that pass your message. And because your ads will scale up and down based on the ad space, you must optimize them to ensure they show clearly in small and large spaces.

Side Note: Google allows advertisers to use an image aspect ratio of 1:91:1 for landscape assets and 1:1 for square assets.

Be careful with your logo

Your logo is your brand’s visual identity. You only have a couple of seconds to impress, which can be a tricky balancing act if your logo isn’t clearly visible.

You can upload your logo in square or landscape format. And because most logos are either square or landscape, scaling them can be problematic.

You can do the following to make sure your logos display correctly:

  • Seek the services of an experienced designer to create your logo
  • Adjust the ad to fit better in the available space 
  • Trim a section of the logo to improve performance 
  • Use the icon portion only 

Side Note: Avoid adding white space to change the aspect ratio of your logo. While the logo may fit the image requirements, it can be challenging to read when scaled down.

Create different variations of your ad assets 

Responsive display ads offer more flexibility to grab your audience’s attention. And can use several variations of images and copies to determine what works best for you.

A:B Split Testing Conversion Rate TargetsWith a responsive ads manager, you can change:

  • Short headlines up to 25 characters 
  • Descriptions up to 90 characters 
  • Calls-to-action (CTA)
  • Long headlines up to 90 characters
  • Visuals like videos and images 
  • Business name up to 25 characters 

Create text combinations carefully 

Responsive display ads offer more text fields to work with. 

While this offers more opportunities to flex your creativity and communicate your message, there’s a caveat — not all text will appear together. 

Therefore, you must know which text combinations appear together to create effective ads.

Here are a few things you should know:

  • Heads never appear together
  • Description can appear with both types of headlines
  • Headlines can sometimes appear without descriptions
  • Long headlines and descriptions can get truncated if they’re too long 

Match your landing page with your Ad

It is always good to match your landing pages with your ad for better conversion. This includes CTAs, visuals, and color.

On top of that, use the exact keywords in your landing page and ad copy. The idea is to instill confidence in your customers to complete a transaction. Buyers are likely to abandon a transaction if the landing page doesn’t have the same language, feel and tone as the original ad.

Even though Google optimizes your responsive display ad assets by showing the best variations to your target audience, you have a role to play in the quality of your ads.

The Bottom Line of Why an Advertiser Should Consider Using Responsive Display Ads

Responsive display ads are here to stay, and the sooner you incorporate them into your digital marketing campaign, the sooner you can reach a broad audience.

Responsive display ads are excellent for brands that want to adopt an interactive design for their adverts. They’re great for businesses looking to improve their conversion rate and lead generation campaigns.

Still, running a successful responsive display ads campaign means sticking to the best practices outlined in this post, especially if you’re doing a DIY campaign.

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