Asset best practices for responsive display dynamic remarketing and prospecting

Assets are what make your responsive display ads stand out and help ensure that your ads are effective and high performing. Follow these best practices and tips to help with your campaigns.

a responsive ads example

Promotional text and headlines

You can create and upload multiple versions of promotional text and headlines, which will be selected by Google to optimise your ads. If you’ve included promotional text, it will be the first line of your ad creative. Headlines can be more evergreen and include branded messaging, whereas promotional text should be timely and updated frequently based on compelling offers or unique deals, especially around seasonal changes or event-based marketing campaigns. Here are some best practices for creating this type of text:

  • Be specific about your offer. “30% off all school supplies” is better than “30% off”.
  • Avoid overhyping your offer. ALL CAPS and excessive punctuation may turn off users.
  • Avoid repetition. Promotional text should never repeat your brand name.
  • Effective messages: New product announcements, sweepstakes, in-store deals, flash sales.
  • Many users are very sensitive to price related text. Sales or price related promotions usually have better performance than a company slogan.

Short headline: Short headlines are used when promotional text is not available. Add up to five short headlines of 30 characters or fewer. Best practices:

  • Don’t punctuate the end of short headlines.
  • Don’t use the exact same text in a headline and description.
  • Don’t use your business name as a short headline.

Images

Images are required. Google can better optimise your ads when there are more images to choose from. You can upload up to 15 marketing images and five logos. You can crop a single image to the landscape and square formats, or use separate images for each aspect ratio.

Upload your images, scan them from your website or select from our free library of professional stock images. You can also select from recently used images.

  • Landscape. If you choose the upload option, bear in mind that your landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. The file size limit is 5 MB.
  • Square. If you choose the upload option, bear in mind that your square (1:1) image should be greater than 300 x 300. The file size limit is 5 MB.

Avoid text. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally up to 5% on each side.

Logos

Logos are optional, but recommended for highest visual appeal. Here are some logo best practices:

  • You can use copyright symbols in your logos.
  • White space or padding should be 1/16th of the logo size.
  • Avoid using small text and keep the design simple.
  • For best rendering, upload both square and landscape logo sizes.
  • A transparent background is best, but only if the logo is centred.
  • Keep in mind that the file size limit is 5MB.

Best practices for square logos:

  • Logos should have a 1:1 ratio.
  • Use good quality social media 1:1 brand logos. Your company name will appear beside these logos in nearly every ad space.
  • The recommended size for the square logo is 1200 x 1200.
  • If you choose the upload option, keep in mind that your logo should be square and should be 128 x 128 or greater.

Best practices for landscape logos:

  • Logos should have a 4:1 ratio.
  • Should be 512 x 128 or greater.
  • Recommended size is 1200 x 300.
Note: If you don’t provide a logo, your business name will be used instead.

Additional asset best practices for Merchant Centre feeds

Because we include description text for single product’s creatives when there is space in your ad, we’ve included additional text best practices for Merchant Centre feeds below:

  • Add the most important product information first, as rendering is often truncated after four lines of text.
  • Tell a story, use brand voice and highlight important product features not captured in the title.
  • Avoid starting descriptions with SEO-optimised phrases, collections of keywords or filler sentences. For example, “Really great quality…”, “A must have…” or “A very good service…”.
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