Responsive display ads: A beginner's guide

Google created responsive display ads (RDAs) in 2016, to close the gap between basic text and more detailed banner ads. Since then, they have become the default ad format on Google’s Display Network and Google promotes them as a simple, timesaving and revenue-boosting option. Now, responsive display ads are the most popular ad format because expanded search ads were discontinued in summer of 2022. In fact, over 72% of display ads are responsive, making them more used than images.

What are RDAs?

RDAs, automatically change their size, appearance, and format to fit into available ad specs. Because they automatically switch between and test different creatives, Google's responsive display advertising is different from conventional ads. With the use of its in-house AI and machine learning technology, Google can test various headline, description, and multimedia combinations to see which one, based on your campaign goals, produces the greatest results. These ads can appear in both standard and smart display ad campaigns.

Benefits of RDAs

1. Greater reach

You may reach a larger audience by employing Google RDAs. The number of locations where your advertisement can appear is maximised because Google automatically adjust various components of your advertisement. As a result, your message will be able to be viewed by your target audience using a variety of content types, devices, and screen sizes. It's also important to note that display advertisements offer greater exposure opportunities than conventional search ads or product listing ads because they reach over 90% of internet users worldwide.

2. Save time

Google combines your assets in various ways using its algorithm to produce innumerable ad variations in 20 different sizes. This means that your team won't need to continuously produce new ads. This is especially advantageous as the variety of screen sizes, device types, and display variations increase. You will spend less time optimising your campaigns if you use responsive display ads since Google's algorithm automatically selects the combinations that will produce the greatest results for your brand.

3. Suitable for different business types

All types of organisations can employ RDAs because they don't need as much input or ongoing management as other visual eCommerce or programmatic ads. This means that small and medium-sized businesses, start-ups, as well as huge internet retailers who are experiencing staff shortages can all run profitable, self-optimising ad campaigns.

Suggestions for successful RDA campaigns

1. Use the Google scorecard

Google recently unveiled their ad strength scorecard, which makes it possible to foresee how your RDAs will perform even before they go live. Your text length, image size, and the number of assets you should post will all be suggested by Google. Your advertising is also given a ranking of ‘average’, ‘above average’, or ‘below average’. Even specific techniques to make your adverts better may be suggested. Therefore, keep an eye on the scorecard in your dashboard!

2. Match landing pages

Make sure your landing page matches your ad assets in every manner, from language and tone to visuals and colour schemes, to maximise conversions and Return on Ad spend Your audience will experience fewer unexpected transitions as a result and purchasing will be easier.

3. Look for inspiration

Recently, Google created its Creative Inspiration Hub , where it presents some of the top examples of assets from well-known companies that use Display, YouTube, and App advertising. This enables marketers to find artistic resources that may serve as advertising inspiration.

Final thoughts

With the help of Google RDAs, eCommerce businesses of all sizes can expand their reach quickly and affordably. It's a tactic worth experimenting with and if you are interested about how the BDO Eaton Square eCommerce team can help you, click here to learn more.