An Introduction to Responsive Display Ads
In a world where internet use is no longer restricted to a PC but can instead be carried out on screens of various shapes and sizes, with a small mobile phone screen being particularly popular, it is more important than ever that your display ads are responsive. This means that they will adapt to different devices and placements.
How They Work
For responsive display ads, such as HTML5 banners, you would upload various components and Google will create variations on the ad depending on the placement. The key components include:
Up to five short headlines of 30 characters or fewer and one long one of up to 90 characters. . Up to five descriptions, such as unique selling points, benefits and discounts. . Images in both landscape and square formats. . Logos in landscape and square format. . Up to five videos of around thirty seconds long.
If you are not sure about what to include in each component, a reputable ad designer such as //thebannermen.com/banners/animated-ads/html5 will be able to help.
Benefits of Responsive Display Ads
Responsive display ads are flexible, allowing you to create ads across multiple devices and placements with just a few assets, instead of having to create a new ad for each placement. This means that each ad has a far wider reach, giving you a far greater chance at reaching your target audience. In turn, this will boost your brand awareness, drive traffic to your website and increase sales.
Because you are just uploading a few assets for all platforms and placements, you will save time and money, making your advertising budget go much further.
Google’s algorithms are continually testing different ad combinations to find the most effective variations. This will support the optimal performance of your ad creatives. By automating this, there is no need to take the time for manual adjustments to keep your ads performing well.
As well as optimising the performance, it will also personalise it based on a viewer’s behaviour and interests. This personalised experience is another way that responsive ads can drive click-throughs and sales.
