As the mix of content types and screen sizes continues to diversify it was clear a solution to the construction of advertisements, for every possible impression, was necessary. Google’s response was to launch Responsive Display Ads – tailor made visuals that automatically adapt to suit the environment in which they are being served within the Display Network. A time-saving godsend and an attractive alternative to the previous text ads.
AdWords can now auto-generate advertisements from a headline, description and image provided by the advertiser. These ads can then serve across the Google Display Network (GDN) on all devices and are eligible for the native ad inventory Google has opened up across publishers.
Text and image adverts are now combined in one easy-to-build campaign, with rich stock imagery on hand to accompany:
- Your logo – 1200×1200 or 1:1 centred on a clear or white background
- a 25 character business name
- a 25 character short headline
- a 90 character long headline
- and a 90 character description.
This gives you an impressive 205 characters to promote your message.
Up to a fifth of the image can also include eye-catching text, making this the longest advert you can create on any of Google’s networks. It may be helpful to note that Facebook has a handy tool for checking you meet this text to image ratio.
All image files must be under 1MB and a handy option is available to have AdWords scan a supplied URL to extract any usable images, should you not have content at hand.
Making it happen
The new responsive format is extremely quick and easy to set up. Start by going into any campaign on the Display Network and clicking the “+Ad button”, then choose “Responsive Ad” and follow the steps to create a flawless advert for any ad inventory.
The recommended supplied-image size for these ads is 1200×628 or 1.91:1 landscape ratio down to a minimum size of 600×314. Using the exact logo and image dimensions will ensure your advert can be served 100% of the time.
The important bits
There are instances where your image will be cropped up to 5% on the sides, so it is vital to keep you image focus and any overlaid text, within this confine. The long headline and description will also end in ellipses when the space that triggers your advert is too small for the copy – think mobile screens. It is advised that you front weight you copy to present the most important points or call to action, first.
It is unlikely that the long headline and description will ever be served together but you should always consider that the image may not be seen, so make sure any overlaid messages compliment your copy but do not hold vital detail that stands alone.
Why Choose Responsive Ads?
By adapting to the environment automatically and allowing Google to choose the best display format (text, image, or native), you are instantly increasing the chances that your advert will reach the right eyes, in a combination and format that allows your click through rate to thrive. Not to mention, you will shave plenty of time and money off your campaign design and setup.