Any savvy marketer would know that developing the creative for advertising campaigns can be time consuming and eat into your overall marketing budget. There are also plenty of occasions that require quick thinking and turnaround times to get campaigns live.

With ongoing and rapid developments to Google’s machine technology, responsive display ads are a game changer for savvy marketers who want to get their brand and products seen—and quick.

Let Google do the heavy lifting for you

Through the Responsive Display Ads tool, Google will automatically adjust the size, appearance and format, including the visual assets and text, of your ad to fit the wide variety of available ad sizes and spaces on the Google Display Network.

Responsive display ads can include the following elements:

  • short headline
  • long headline
  • description
  • business name
  • image and video assets
  • logo
  • call-to-action text
  • promotion text
  • price prefix

Why be responsive?

Manually adapting your display ads for each and every screen size and content type is near impossible—particularly as devices are constantly evolving and changing.

By using Google’s Responsive Ads, you can be confident that your ads are being served in the most appealing format for the screen size and content type, while maintaining more control over your brand and messaging than ever before.

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The benefits

  • Optimisation. Google will use machine learning technology to automatically optimise your ad, using the best text and image/video combination for any ad size and type based on previous performance. So, though reducing your workload, your results will improve.
  • Increased reach. Any one image can be optimised for any ad type, meaning your reach will increase and you’ll eliminate the legwork required to manually create a range of different images and sizes.
  • Cost effective. Reap the rewards of machine learning and maximise the return on your investment by not having to create extensive media assets or manage a range of ads for your campaigns.
  • Video options. With the option to add video assets to your responsive display ads, you can reach your audiences and leverage the powerful storytelling capabilities of video.
  • Easy to split test. Using the Ad Strength tool, you can test combinations of images or videos, headlines and descriptions to determine which generate the best results.
  • Quick to roll out. Responsive Display Ads are super easy to create, test and launch—check out our step-by-step instructions below.

How to create responsive display ads

Creating responsive ads in relatively straightforward as Google Ads does a lot of the work for you. Here are some simple steps to follow.

  1. On your Google Ads dashboard click on the Campaigns tab.
  2. Click the blue + button to start a new campaign.
  3. Define your campaign goals.
  4. Select Display as your campaign type.
  5. Select a campaign subtype. If you want general responsive ads, select the standard display campaign and enter your landing page to get started.
  6. On the campaign development screen, select the necessary options from bidding to budgets. Read more about bidding strategies.
  7. At the bottom of the campaign tab, click the + icon to create your ad.
  8. From the dropdown list select + Responsive Display Ad.
  9. This is where you’ll need to consider and add a number of elements:
    • Visual assets. Depending on your goal you can add photos, videos, product images, or your logo.
    • Text/copy. Create up to five headlines and description text. The more you create the better as Google Ads will use machine learning to test these fields with the visual assets to determine the best combination for your campaign.
    • Ad previews. Select All Formats from the ‘Key Ad Formats’ dropdown menu to preview your ads and make sure they work on desktop and mobile in all dimensions.
    • Ad strength. This is a powerful way to improve your ad relevance and quality scores so make the most of it!
  10. Click Create Campaign to push your ads live!

Reap the rewards

Responsive display ads come with a host of benefits, undoubtedly increasing efficiency and improving return on investment—particularly for busy digital marketing teams with a lot on their plate. Though easy to set up and monitor, we know that creating Google Ads can be daunting for first-timers or those with limited time on their hands. If you need some extra help to create compelling ads on the Google Display Network contact our friendly team who can help you up the ante of your digital advertising campaigns.

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