It is becoming more and harder to get your goods or services in front of the proper people. This is a result of the majority of firms adopting digital, expanding their online presence, and using sponsored advertisements. You should think about using responsive display ads to help you stand out from the competition.
Google has been moving away from text advertisements on the Google Display Network in favor of more visually appealing ad units called responsive ads over the last several years.
Almost acting as a link between text and banner ads, these units include both an image and text component.
What Are Responsive Display Ads?
Do not be fooled by the name. Google Display Ads with a twist are called Google Responsive Display Ads. The catch is that they have the ability to automatically change their format, size, and look to match the available ad space on the Google Display Network (GDN). Your display adverts may also include graphic components.
Responsive display ads vs traditional banner ads
Banner ad units on the GDN come in around 20 common sizes, and each one has to have its graphics adjusted, resized, and customized by a design team to ensure it looks good.
Most of the time, advertisers choose to concentrate on the top 5 banner sizes, which results in a large amount of inventory on the GDN being underutilized.
How to use Google AI for responsive display ads
The nice thing about responsive display advertisements is that Google’s AI and machine learning engine can use your assets to produce them automatically. You may utilize these same assets for both conventional and intelligent display ad campaigns. You just need to upload it in order to get your responsive display advertising.
- 15 pictures
- 5 headlines
- 5 explanations
- 5 logos
These assets will thereafter be combined by the GDN platform into a variety of ad unit combinations for each size that is accessible.
Tips for improving click-through rates on responsive display ads
To having a better CTR than both other ad units, Google is progressively favoring the usage of responsive ads to fill inventory, which results in increased impressions.
Additionally, more advertisers may now use the Google Display Network thanks to responsive ads. Though not all advertisers may use these ad spaces, standard banner advertising have been a part of the Google Display Network for a long.
How To Create Perfect Responsive Display Ads For Google
Advertisers may occupy every available space on the Google Display Network with these ad units. Banner, text, and native ad spots are all included in this. They do this by (surprisingly!) displaying one of the many text and image combinations that are possible and responding to the available space. For marketers, this implies that a variety of real-time actions by Google will impact how our advertisements show up:
- Images will be resized to suit each ad unit.
- The available space will determine which text combinations are used.
- In some places, some text will be shortened.
Therefore, it is critical that we position ourselves for success with whatever decisions Google takes in light of these factors. When creating responsive ads, bear in mind the following step-by-step guide to designing responsive display ads.
1.) Responsive display ad image size recommendations
Advertisers may submit a few photos in both square and landscape style with responsive advertisements. If you have photos that are difficult to crop, this may be absolutely fantastic.
The important disclaimer is that not all of the resultant ad units will have huge pictures, even if the photos uploaded throughout the process seem to be rather large on the screen. In other words, your uploaded photographs may be resized to fit the available area.
Consider both the image’s full-scale appearance and its reduced-scale appearance when selecting photos. You can be missing out on the effect that an accompanying picture can have if the photographs become too blurry when reduced in size.
2.) Size is not an option.
Despite claiming to be optional, some creative sections see them as necessary. This will guarantee that any ad version that is produced will be as well-represented in any available space.
Use the crop tool that lets you make a landscape picture square, or vice versa, and use the same image if all else fails.
3.) When it comes to your logo, be adaptable.
The advantages of making minor changes to guarantee a logo is recognized on the GDN may outweigh the drawbacks.
The square and landscape picture components are identical to the uploaded logo image. Scaling might be your greatest enemy in this situation since some logos are made to be square or landscape in nature.
If your logo is simply square or landscape, think about resizing it to suit the area a little better or removing some of it to improve its functionality. To make things fit better, do not be scared to utilize only the icon section of your logo if necessary for the square area or change orientation.
4.) Pay attention to combinations of text
To maximize our ad impact, it is also critical to understand which text fields may and will be shown simultaneously.
This implies that headlines might only be variations of the same content. We do not have to be concerned about being featured in the same headlines again since they will never be aired together.
Both short and long headlines may be used to display descriptions.
This suggests that descriptions may always be used to elaborate on the headline. We will never lose context since the description will always be shown with a headline. Additionally, it may be shown with either a long or short title, so be careful not to duplicate any of the headlines’ content in the description.
Headlines may sometimes appear without descriptions.
If the description and long headline do not fit in the allotted area, they might both terminate in ellipses.
Messages should be front-loaded since these text fields may be shortened. Make sure that if the end of the text is chopped off, users will still get all of the information at the front.
Knowing the text field combinations makes it much simpler to write useful, dependable, and unique material.
5.) Examine and distribute previews
Previews give us a little idea of how responsive advertising can seem, even though they are made in real time and there are around 1 billion possible ways to produce a single ad.
A number of parts in the development process will allow us to see how our advertisements could appear in the real world. However, they are mostly restricted to square forms and a single view that is optimized for mobile devices.
6.) Pay attention to regulations and brand safety
After all of this, not every business is a good fit for responsive ads. And that is OK.
Regulations are another frequent problem with responsive ads. For responsive advertisements, marketers would probably need to utilize almost all of the text and picture space to meet the legal requirements without even reaching the advertisement itself, since several industries demand advertisers to reveal legal information right in their ads.
Benefits of Responsive Display Ads in Digital Marketing
Responsive display advertising may “automatically adjust their size, appearance, and format to fit available ad spaces,” according to Google. Accordingly, responsive display advertisements adapt to the devices they are being seen on, including mobile devices, smartphones, desktop PCs, etc.
Let us examine some of the main benefits of responsive display advertisements and how they might advance your digital marketing plan.
Increase the Reach of Your Target Audience
Any ad area that a user is now occupying may be correctly structured with responsive display advertisements. This implies that because your sponsored advertisement may be seen in a variety of ways, you can greatly increase the reach of your target audience rather than restricting its marketing potential by just optimizing it for a single platform or media.
Boost Lead Conversion with Your Paid Advertising
The ability to automatically optimize your paid advertisements for lead conversion, regardless of the display location, is another huge benefit that responsive display advertising provide. To find out which platforms it works best on or which design components are contributing more to lead conversion rates, Google even evaluates your advertising.
Give Your Target Audience Tailored Content
Responsive display advertising are designed to precisely address the interests and preferences of your ideal clients, whether that means displaying goods that users have already browsed on your website or emphasizing terms they have already entered into their search boxes.
Complementary Video Promotions
You may now use videos in your paid advertising campaign with responsive display advertisements. Consequently, this greatly enhances the chances of interaction with your intended audience.
According to studies, 88% of customers want to see more video advertisements from the companies they do business with.
How to test and analyze responsive display ad performance
Monitoring and tracking the effectiveness of your responsive display advertisements may be done in a seemingly endless number of ways.
- Check out the Asset Details report to find the best titles, details, and pictures.
- Track click-through rates and conversion rates to see how engaged your audience is and how many leads you are getting.
- By comparing different forms of assets (headlines, photos, etc.), you can find the best combos.
- Look at data from mobile, laptop, and tablet devices to find the best option for optimization.
- Use Google advertising Audience reporting to find out which hobbies and groups are most interested in your ads.
- Check out the response rates, time spent on your home page after a click, and impact share.
- Using tools like Google Analytics, you can track the path from an ad click to a sale to find slow spots.
- Check the return on investment (ROI) to see if the money spent on ads is meeting performance goals. If not, move the money to the right place.
If you follow these steps, you can make your responsive display ads more successful and get a better return on your investment.
Utilize Digital Ad Experts to Enhance Your Responsive Display Ad Campaign!
With so many factors influencing how well a particular digital marketing plan performs, it is beneficial to have a group of experts on your side to make sure every facet of your paid advertising campaign is working.
Digital Ad Experts optimizes responsive display advertisements to boost reach and interaction with their target audiences, assisting businesses in better managing their PPC campaigns. Get in touch with us right now to arrange a meeting with our digital marketing strategists if you are prepared to begin increasing your lead generation with unique, high-quality paid advertising methods!
