What is true about responsive display ads?

Recently I became super motivated to understand all the different types of online display technology that’s currently available to marketers. Part of being a certified digital ad nerd I guess. For a little context, the previous four years I had been devoted exclusively to a digital marketing platform that I believed to be really versatile and applicable to dozens of industries for display initiatives. Translation, I became complacent with the developments and trends within the online display industry.

So I began to scour google. The first results of my search were familiar and fairly expected…… mostly producing information and programmatic content on retargeting, geofencing, native advertising, and CRM targeting. Good strategies for sure……… but shortly after, BANG! I came across something really intriguing. Responsive display ads, baby!

Of course, I had familiarity with the Google Ads search engine platform. But I had never really explored google’s display advertising capabilities. I just never had the need, as the other platform I fully-managed for clients were getting the job done. That moment though was precisely when I became fascinated with understanding the differences between responsive display ads versus conventional display ads.

The Distinctions

From a creative perspective, it’s important to recognize what the industry views as a conventional display ad. Conventional display ads typically consist of three types; static banners with no motion, animated GIF’s, and rich media banners such as HTML 5 or in-banner video.

Responsive display ads are different in that they automatically adjust their appearance, format, and size to fit accessible ad spaces. So a single responsive ad may appear as a large image ad in another place, and a small text ad in another place.

How To Deploy

To get started, you must include at least 5 images, 5 headlines, 5 short descriptions, a high-resolution logo, one long headline, and of course your businesses’ name. Supply as many assets as possible to make your ad compatible with as much inventory as possible within google.

Responsive ads allow you to create display ads very easily, without a design background, exclusively within the google display network. Now, responsive display ads have become the default method of running online display campaigns within Google Ads Display Network.

The days of producing multiple, specific sizes of ads with set dimensions exclusively (300×250, 728×90, 300×600, etc….) were over.

All you need to do is upload your desired images, logos headlines, sub-text, and call to action and you’re set to go! Google Ad’s platform can now dynamically mix and match all the assets you provide and create the perfect ad that’s compatible with the page your user is viewing.

Google’s Artificial Intelligence Capabilities

Responsive display ads use the power of Google’s machine learning and our images and text to serve the right ad to the right customer. Google’s algorithms are strictly geared towards improving your ads engagement metrics….. meaning Google will do it’s best to create variations of your ad that a user is likely to click and convert. Google will optimize your campaign automatically to ads that are generating a ton of clicks or are performing other goals we assigned during the campaign setup process. Way cool, right??

Responsive display ads are continuously optimized for best performance. It is highly recommended that the images are of high quality and that your ad is centered around the image for best results. No skewed pictures that have excessive filters!

The creative assets are the true building blocks of the ads. And in my opinion, for all digital marketing channels.  But getting back on track with responsive display ads, Google takes these assets and utilizes machine learning to apply historical performance data and perform millions of creative A/B tests to provide the perfect ad composition to your ideal user.

The Importance of Simple, Unique Ad Copy

Creating unique ad copy is very important for your responsive display ads to resonate with your audience. Ads should predominantly feature the image, with only a small percentage of the image being overlay by text. The value proposition needs to be communicated clearly, and compliment the rest of the ad text.

Negative space is your friend! Cramming too much information into the ad will likely harm the campaign’s performance more than it helps. Your customer will not be able to process your messaging nearly as well with a crammed, tight-knit text surrounding your image. Make it attractive with simplicity.

Custom Intent Audiences!

Perhaps the coolest thing I learned, outside of the responsive display ad specs, was the custom intent audience feature. Custom intent audiences allow you to target your ideal audience in your Display and Video campaigns by isolating ad groups according to specific websites users have visited or specific keywords you would like to target.

Marketers can define this themselves by entering keywords, eerily similar to pay per click or SEO marketing, and URL’s of websites that are related to their product or service. Awesome! Google ads will then proceed to show these display ads to people who are known to be interested and / or visited those sites.

After implementing the specified URL’s and keywords, Google provides an estimate of the audience and the potential reach of your campaign. Oh, and I forgot to mention….. you can also target apps on mobile devices as well!

Conclusion

In conclusion, the display advertising channel has proven to be very adaptable. Being able to utilize machine learning to dynamically change an ad to match a specific page or user’s interest is next-level technology. A technology that I want my client’s to be a part of. Utilizing the custom intent audience tool is really slick as well, and typically produces exceptional click-through rates and low CPM’s. Stay tuned for updates, as the next trend with display advertising is likely right around the corner.

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What is a responsive display ads?

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