Manage your responsive display ads

Note: Beginning in the summer of 2018, responsive display ads will become the new default ad type for the Display Network in the new Google Ads experience. These ads include all the features of responsive ads, 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. 

Responsive display ads are an asset-based ad type, which means that you can create them by uploading your assets (images, headline text, logos, and descriptions), and Google will generate ads combining these assets in order to create the best user experience at the time of the impression.

This article describes the best practices for managing your responsive display ads.

Managing your assets

Images

Your image is the most important part of your ad. It helps people understand your business, product, and brand. Make sure to only use high quality images in which your business, product, or brand is the main point of focus. You may upload up to 15 marketing images to be used in your responsive display ads. Avoid using the following:

  • Blurred images
  • Skewed/distorted images
  • Images that include a mirror image
  • Washed out colors, inverted colors, excessive filters
  • Images with borders
  • Collage images
  • Images with digital composite backgrounds
  • Overlaid text on top of your images, which can be hard to read at smaller sizes.

Logos

Logos are optional, and you may upload up to 5 different logos. If you choose not to provide a logo, Google will provide a neutral icon, such as a globe, or the first letter of your brand name. Keep the following in mind when you provide a logo:

  • You may upload a logo with a 1:1 or 4:1 aspect ratio (it’s recommended to upload your logo using both). 
  • Be sure that your logo is centered and cropped carefully. 
  • Avoid adding any small text or additional “flair” with the logo. 
  • White backgrounds are acceptable, but it’s recommended to use a transparent background. 
  • Any white space or padding should not exceed 1/16th the size of the logo. For example, if your logo is 400x400 pixels, your padding should be no wider than 25 pixels.

Descriptions

You can create up to 5 descriptions for your brand or product, of up to 90 characters each. The description usually accompanies a headline (described below), and should be written to complement your headlines. Use the description to provide additional detail to articulate your value proposition.

Headlines

You can upload up to 5 different headlines, of 25 characters each for your responsive display ads. To ensure maximum performance, make sure your different headlines each say something unique. Be informative, and spell out your value proposition clearly.

Consider the following:

  • Punctuation at the end of your headline isn’t necessary
  • Avoid duplicating the text from your description
  • Don’t use your business name in the headline

Long headline

In your long headline, you have 90 characters to describe your brand or product’s value proposition. Try to come up with something that will be interesting and useful to users. Depending on where your ad is served, your long headline may be shown without the additional description text. Make sure that the long headline can stand on its own and says something unique.

Add a feed for dynamic remarketing

Linking your campaign to a feed usually results in a greater user experience. The quality of the product information you provide can help determine who will be most interested in seeing your ads, and providing a comprehensive, high quality feed results in more relevant ads. Learn more about how to create ads for dynamic remarketing.

Check your assets’ performance with the asset report

Here are instructions to check your performance:

  1. On the page menu on the left, click Campaigns.
  2. Click on any Display campaign that has Responsive Display Ads in it.
  3. Click “Ads & Extensions.”
  4. Click “View Asset details” for any selected Responsive Display Ad.

Assets are ranked as "best," "good," or "low”, based on how well they're performing relative to other assets of the same type. A status of "pending" means that your asset has not yet been reviewed and approved, and a status of "learning" means the system is still gathering data.

Use your asset report to make small, incremental changes

After you check your asset report for a new responsive display ad, consider replacing “low” performing assets if you’ve already used the maximum number of assets. After those assets generate enough performance data to be ranked, which can take up to 2 weeks, you may choose to again remove “low” performing assets.

Keep in mind that assets are ranked relative to each other. As you make small changes, don’t be surprised if assets that used to be ranked as “good” now rank as “low”—even if their absolute performance hasn’t changed. You can customize the dates in your asset report to see what combinations served over a specific time range. 

To avoid volatility and enhance optimization, make smaller changes rather than big, sweeping changes to your responsive display ads.

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