About ads for Display campaigns

The Google Display Network is designed to help you find the right audience. It contains millions of websites, videos, and apps, and plays host to a huge variety of ad formats and sizes. This article will explain the different types of ads you can create and show in Display campaigns.

Ad Types

Responsive display ads

Responsive display ads can be used in Display campaigns. With responsive display ads, you can upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail. Learn more about responsive display ads.

Why choose responsive display ads?

Responsive display ads let you customize all assets to match your brand look and feel while maximizing your reach across the Google Display Network.

When analyzing data from advertisers who ran both uploaded display ads and responsive display ads, Google observed, on average, 50% more conversions at a similar cost per action (CPA) when using both responsive display ads and uploaded image ads compared to image ads alone. Similar analysis has shown that, on average, Responsive display ads with multiple headlines, descriptions, and images drive 10% more conversions at the same CPA compared to an ad with a single set of assets.

Uploaded display ads

You may also build and upload your own ads to have complete control of the creatives for your Display campaigns. Uploaded image ads are created outside of Google Ads and can be uploaded in multiple file types into Google Ads. Learn more about uploading your own display ads.

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