Responsive Display Ad Strategies


Now that Google made responsive display ads the new default ad type for the Display Network, it’s time for businesses to start making the most of this option. Responsive Display ads offer a variety of benefits, but in order to really make the most of them, you need to develop a strategy. In this post, we’ll offer some tips for developing a solid strategy for utilizing Responsive Display Ads, but first, as a refresher, you can read a brief overview of the new default ad format.

What Are Responsive Display Ads?

This new default ad format for Google’s Display Network is powered by Google’s artificial intelligence and machine learning technology. Basically, the technology allows advertisers to test multiple inputs and then determines the best-performing combination of inputs to show a specific audience.

With responsive display ads, advertisers can include up to:

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

Creating responsive display ads is simple – just upload all your assets, including images, headlines, logos, videos, and descriptions. Now Google will use machine learning technology to automatically generate the appropriate ads to be shown on the Google Display Network.

Best Practices for Responsive Display Ads

While they are certainly simple to set up, responsive display ads require a solid strategy. Below, we outline some of the best practices to make the most of your responsive display ads:

  1. The More Headlines, The Better: You should provide as many headlines as possible because this increases the opportunity for a relevant ad to be shown. Ultimately, this increases your ad’s performance.
  2. Unique Selling Points: When you’re creating your ads, thing about the specific benefits your product or service offers. Highlight what sets you apart, such as solving a specific problem that other products or services can’t.
  3. Test Out Headline Lengths: You don’t always need to use the maximum character count for your headlines. In some cases, shorter headlines perform better, so it’s important to test them out. After you look at your ad’s performance, you can take this strategy and apply it to future campaigns.
  4. Different Descriptions: Don’t use the same description for all your ads. You should have at least two different descriptions. This is important because Google’s machine learning technology needs to test out different options to get the most out of your responsive display ad experience.
  5. Use the Combinations Report: While it might seem difficult to manage the performance of all the different combinations of ads, the combinations report simplifies matters for advertisers. The report shows which groupings of assets and copy are performing best. This way, you can get insights into what works and what doesn’t. The report has separate sections for different combinations based on images, text, dynamic feeds, and videos, so that you don’t have to rely solely on machine learning.
  6. Ad Strength Scores: Ad strength scores are already available for responsive search ads, and now a variation is available for the responsive display ads. The ad strength scorecard checks that the right number of distinct headlines, images, and descriptions are used. In addition, the scorecard highlights “Next Steps” you can take to improve your ad strength.

Of course, these are just some of the basic tips to start setting up your responsive display ads. There is so much more to learn as you create your ads and analyze the performance.

Skyrush Marketing Uses Responsive Display Ads

Even though the responsive display ads become the default format on Google quite recently, Skryrush Marketing has been utilizing this ad format consistently since it was available. Our team is highly skilled in all aspects of digital marketing and our agency is a Google Premier Partner, so we are always up-to-date on the latest Google developments. We’re here to take your brand’s digital marketing to the next level.

Contact Us Today for a Free Consultation

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