About image ads on the Display Network

The Google Display Network is designed to help you find the right audience. It contains more than two million websites, videos and apps, in addition to hosting a huge variety of ad formats and sizes. This article will explain the different types of ads that you can create and show on the Display Network.

Ad Types

Responsive Display ads

Note: Responsive display ads are replacing responsive ads as the default ad type for the Display Network. These ads include all the features of responsive ads and allow for multiple assets of each type and more control over your ads. If you have responsive ads running, you’ll be prompted to save them as responsive display ads. Edit your old responsive ads to auto-convert them into responsive display ads.

Responsive Display ads can be used in standard Display campaigns as well as Smart Display campaigns. Additionally, you can link your campaign to a feed for dynamic remarketing.

When creating a Responsive Display ad, you provide up to five headlines, descriptions and logos, and up to 15 marketing images. Google uses machine learning algorithms to combine these assets in countless appearances across the web and apps, continuously optimising for performance. Learn more about Responsive Display ads

Why choose Responsive Display ads?

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

When analysing data from advertisers who run 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, in comparison 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.

Discovery ads

Discovery ads help you to reach people who are ready to discover and engage with your brand. With its automated bidding options and visually appealing creatives, these campaigns help to reach up to three billion people across Google. Discovery ads are displayed automatically on YouTube Home and Watch Next feeds, Discover and the Gmail Promotions and Social tabs using a single campaign.

Learn more About Discovery campaigns and how to create and manage them.

Responsive ads

Responsive ads automatically adjust their size, appearance and format to fit just about any ad space. You can create them by uploading your headline, description, logo and marketing image, and Google will show your ads across the Display Network. Responsive Display ads are replacing responsive ads as the default ad type for the Display Network.

Uploaded Display ads

You may also build and upload your own ads to have complete control of the creatives for your Display Network campaigns. Uploaded image ads are created outside Google Ads (like in Google Web Designer) and can be uploaded in multiple file types into Google Ads. You can also make these ads responsive, and can attach them to a feed for dynamic remarketing. Learn more about uploading your own display ads

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