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About responsive ads

Responsive ads offer more flexibility with minimal set up. They automatically adjust their size, appearance, and format to fit just about any available ad space. For example, your responsive ad might show as a native banner ad on one site and a dynamic text ad on another, as it automatically transforms itself to fit precisely where you need it to go to meet your advertising goals. As such, responsive ads can increase your reach and impact while also saving you time.

This article gives you an overview of responsive ads. For instructions, jump to Create a responsive ad in Display.

Have your ad ready to go—just about anywhere

Responsive ads solve a big problem for display advertisers: the sheer number of ad sizes and types across the web. With responsive ads, you can create one ad that fits almost any ad space.

Your responsive ad can transform into a native format that harmonizes with publishers’ sites. They can also be dynamic—you can use a feed to control which images or information shows with your ad.

How they work

To create responsive ads, you’ll enter assets—including headlines, images, and your landing page. When you launch your campaign and your assets are approved, AdWords will automatically generate the ads people see. (Note: not all assets will always be used when your ads show. Sometimes, for example, your ads may show without images.)

Responsive ads in campaigns that are attached to a feed are dynamic. Dynamic ads show personalized content to customers from a feed you control and add to your campaign. Your ads show the new products, services, or promotions you update on your feed. If you add a feed to your campaign, your ads will show in both dynamic and static formats. Learn more about creating feeds for your dynamic responsive ads.

What they look like

Responsive ads are designed to work well across different sizes and styles when your images follow our specifications.

When you create your responsive ad, you’ll get to preview some common layouts, but it’s not possible to show you every possible layout across the 2 million sites that make up the Google Display Network.

Since responsive ads fit in text ad spaces and typically boost your impact, AdWords no longer offers the ability to create and edit standard text ads on the Display Network. Learn more about the change.
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