Responsive Display Ads
Websites are responsive so why aren’t your ads? On 1st August, Google released a new, bigger Responsive Ad format for Google Display Network Campaigns. This new change brings good news for display marketers as ads will now be able to fit different placements with little editing from the author. Google says;
“We built responsive ads for display to help your ads adapt to the increasingly diverse mix of content types and screen sizes.”
What are Responsive Ads?
A responsive ad will automatically adjust its size, appearance and format in order to fit to the available ad space. This means your ads could display as a native banner on one site but as a text ad on another. By doing this, your ads become more versatile and their reach and impact can be increased whilst also saving time too.
How do Responsive Ads Work?
If you want to create a responsive ad, you will first have to enter all the assets, these are things like headlines, images and your chosen landing page. Once your ad has been approved and is live, AdWords automatically generates the ads that people will see. However, due to the nature of responsive ads you may not always see all the assets you have included, depending on the ad’s placement.
What Does a Responsive Ad look like?
There are over 2 million sites that make up the Google Display Network so when you upload your ad you will be shown several common layouts however it will not be possible to see every available layout.
Because Responsive Ads can transform themselves to fit wherever you need them to go they are able to increase reach and impact whilst also saving you time! The main benefit of having responsive ads is when you are running a cross device campaign you will no longer need to make individual ads for each channel. Your responsive ad will adapt to its environment so once live, all you have to do it sit back and watch those conversions roll in!
One of the main problems with being a display advertiser, as many of our PPC agents will tell you, is the huge number of ad types and sizes available to choose from across the web? Which one is right for you? Which ones should be text? The list goes on. With responsive ads however, you can transform into a native format that will harmonise with publisher’s sites.
Another benefit which will be seen from responsive ads is the ability for advertisers to use images and logos of their choosing. Previously, Google has selected images already present on your website or G+ account in order to populate richer text ads on the display network which did not always yield ideal results. The new format of the responsive ads will give you much more flexibility when constructing your ads. See the table below for a brief list of changes;
|Google Responsive Ads||Google Text Ads|
|Headline||1 Short Headline – 25 Characters|
1 Long Headline – 90 Characters
|Character Headline – 25 Characters|
|Description Line||1 Line of Description Text – 90 Characters||2 Lines of Description Text – 35 Characters per Line|
|Advertiser Name||25 Characters||N/A|
|Images||1 Large Image|
1 Logo Image
|Automatically converted to Richer Text Ads|
You are not allowed to use the following in Responsive Ads;
- Animated images or graphics
- Ads that contain text covering over 20% of the image
- Including anything other than your business name or domain in the business name field
You should also be aware that the text limits for responsive ads are different to what you may be used to in the AdWords User Interface for single or double width languages. Double width languages such as Korean, Japanese and Chinese will use twice as much space than ads using single width languages. You can find more information on the Responsive Ad Requirements here.