About responsive display ads

Responsive display ads are replacing responsive ads as the default ad type for the Display Network. They can be used in standard display campaigns as well as smart display campaigns. To create a responsive display ad, upload your assets (images, headlines, logos, videos and descriptions), and Google will automatically generate ads to be shown on the Google Display Network.

Benefits

Optimise your ads: When you create a responsive display ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history.

Broader reach: Multiple assets can be uploaded per asset type (for example, multiple headlines, logos, videos and images). The ads that Google assembles automatically adjust their size, appearance and format to fit just about any available ad space. For example, a responsive display ad might show as a native banner ad on one site and a dynamic text ad on another.

Add videos to your responsive display ads to help maximise your reach on the Display Network. Your videos will be shown instead of images whenever Google Ads determine that videos could drive better performance for you.

Save time: Using responsive display ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns, and dedicate more time to performance improvement. For instructions, jump to Create a responsive display ad.

Can be used with dynamic remarketing: You can make your responsive display ads support dynamic remarketing by attaching a feed to your campaigns. Responsive ads show personalised content to customers from a feed that you control and add to your campaign. 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 display ads.

Uploaded display ads

If you want to have more control over the creatives for your display campaigns, you may also build and upload your own image ads. Uploaded image ads are created outside of Google Ads (in Google Web Designer, for example) and can be uploaded as a .zip file into Google Ads. Learn more about uploading your own image ads.

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