About responsive ads

Some advertisers using standard dynamic ads will begin to see suggested responsive ads set up in their dynamic campaigns. Until these ads are reviewed and enabled, they will remain paused. Responsive ads have a streamlined set-up process and may help improve the overall performance of dynamic remarketing campaigns.

Existing standard dynamic ads will be read-only in the new AdWords experience, but will still serve unless paused by advertisers.

Responsive ads offer more flexibility with minimal preparation. 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 for 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 harmonises with the layout of publishers' sites. These units are also dynamic, which allows you to control the images or information which show with your ad using a feed.

How they work

To create responsive ads, all you need to do is enter assets such as headlines, images and your landing page. When you launch your campaign with approved assets, AdWords automatically generates ads using those assets. AdSense makes use of responsive design to fit available ad space, save time on coding, and otherwise help your ad stand out. For instance, your ad may show both image and text in one website while the same ad in the same place may show as only an image on mobile.

Responsive ads in campaigns that are attached to a feed are dynamic. Responsive ads show personalised content to customers from a feed that you control and add to your campaign. Your ads show the new products, services or promotions that 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 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 be able 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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