An advertiser should consider using responsive display ads because these types of ads are created automatically from images, videos, headlines, logos, and descriptions. By using Responsive Display Ads, an advertiser leverages the ability to upload their own assets and create ads that serve in all ad slot sizes, whether both native and non-native inventory.
They only need to upload the assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. In simpler terms, Responsive Display Ads are Google display ads that bring together visual and textual elements.
They are automatically created by Google leveraging assets that you, the advertiser, upload. Have in mind that these ads can be used in standard and smart display ad campaigns. To create responsive display ads, the advertiser only needs to upload images and assets they would like to use and Google combines and adjusts them to fit Google Display Network specs.
Once you provide Google Ads with a few assets, it will test those assets in various formats and contexts to find which ones provide the best possible conversion rates. Assets include images, videos, headlines, descriptions, and logos.
Have it in mind that a good number of brands are beginning to use responsive display ads to capture the attention of potential customers. This type of ad has a user-friendly, interactive design that immediately aligns with the size of the device it’s being viewed on.
Responsive display ads come with numerous benefits as they help advertisers to get to consumers with messages that are efficient, relevant, and easily consumable on any screen. Aside from that, advertisers can test multiple variations of their ads in just one marketing campaign.
However, while these ads are great for eCommerce businesses that don’t have massive resources or a large marketing team, note that they also come with some negative attributes too. For one, using Responsive Display Ads means that you lose a substantial amount of control over your campaigns.
Google will have to make the decisions on your ad combinations, and each ad mightn’t appear as you want. Owing to that, it is pertinent to always check that all your visual and text assets align well together – whatever way they are combined.
It is also possible that your ads won’t represent your brand in the best way possible, and most often Responsive Display ads will feature little or no branding. Despite the disadvantages Responsive Display Ads may have, here are the top reasons why an advertiser should consider using responsive display ads for digital marketing campaigns.
Why an Advertiser Should Consider Using Responsive Display Ads
This is, without doubt, one of the most obvious reasons to use responsive display ads. Note that with Google claiming that machine learning models determine what will work out better, the ads are made with so much flexibility because they are meant to adapt to varying environments and placements, perfectly taking into consideration your brand goals and messaging requirements.
Have it in mind that your ads will be displayed to as many placements as possible, showing up in all necessary locations you never knew existed. Also note that your ad can show up as a text ad, a banner ad, or a video display ad all in one campaign.
Better for Mobile Viewing
The design of responsive display ads makes them very adaptable to various screen sizes, and this means that they will perform better if you have a mobile website or an app which has longer or shorter pages. With your brand goals in mind, Google considers the best layout for the ad, and this will guarantee better results for mobile viewers. Mobile traffic is, according to experts, the future of advertising.
Better Click-Through Rates
When put in comparison with standard display ads which are believed to be non-engaging, responsive display ads will ensure you get better conversion rates. Have it in mind that the machine-learning capacity of responsive ads that test variations and evaluate them on their own is what ensures that you get better click-through rates.
With responsive display ads, there is little or no need to evaluate the performance of each variation every single day—Google Ads does it on its own without prompting. And this is done while you are busy attending to other priorities.
Get More Leads
Owing to better click-through rates, there is a possibility that you will get better conversion rates, and this will entail more leads. Note that you can even let Google monitor conversions to ensure that it can track how many conversions you have actually received.
You can then make adjustments to your ads’ functions based on your goals (such as more sign-ups or purchases), and the responsive display ads that guarantee better results will be shown more often. This gives room for you to get more leads for the same budget.
Saves You Time
Rather than taking time to manually create numerous ads based on the placement size, Google will generate the ad based on a combination of elements you have uploaded. For example, instead of manually creating four ads creative because you want to test four headlines, you just have to create the ad once!
Therefore, rather than five headlines and five ad descriptions, which is equivalent to 25 ad creatives, you only create one. And that is just for one ad placement! This can be quite helpful if you are looking to leverage different ad placements as it will save you a lot of time.
Can be Used on Dynamic Remarketing
In this modern era, we are beginning to understand how important remarketing is to advertising, especially since the conversion rates are known to be higher when using remarketing campaigns. However, there are two sorts of remarketing available in Google Ads, one of which is Dynamic Remarketing Ads.
Have it in mind that Responsive Display Ads can be used on Dynamic Remarketing when you upload feeds. This simply entails that you can test headlines, descriptions, images, and even products for your remarketing campaigns, further improving your advertising strategy.
Allows Monitoring of Performance per Ad Element
Most often, an advertiser will want to know the headline, description, or image that is performing better than the rest. However, note that each element’s performance is analyzed by Google Ads and given a ranking. Performance ranks are as follows:
- Learning (for when the asset is still being tested and evaluated)