Manage your 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
Your image is the most important part of your ad. It helps people understand your business, product and brand. Make sure that you 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 colours, inverted colours, 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.
Add videos to your responsive display ads to maximise your performance on the Display Network. Your videos will be shown instead of images whenever Google Ads determines videos could drive better performance for you. Bear the following in mind when using videos in responsive display ads:
- Add up to 5 video assets for each responsive display creative.
- Videos can show on a variety of ad slots across mobile and desktop, but are especially effective for campaigns that target mobile apps.
- Videos may be automatically played or require Click to Play, depending on publisher settings and the user’s context.
- Videos can have sound automatically enabled if publisher settings permit.
- View the asset report in Google Ads to see your video’s performance.
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. Bear 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).
- Make 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 400 x 400 pixels, your padding should be no wider than 25 pixels.
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.
You can upload up to 5 different headlines, of 25 characters each for your responsive display ads. To ensure maximum performance, make sure that 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
In your long headline, you have 90 characters to describe your brand or product’s value. Try and 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 that 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.