About ads for Display and Discovery 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 and Discovery 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 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 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.

Discovery ads

Discovery ads help you to reach people who are ready to discover and engage with your brand. Discovery ads are displayed automatically on YouTube Home and Watch Next feeds, Discover and the Gmail Promotions and Social tabs using a single campaign. You can use Discovery ads in a Discovery campaign.

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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