New Responsive Display Ads

About responsive ads

These new ad units being rolled out across Adwords are responsive ads automatically adjust their size, appearance, and format to fit just about any available ad space. This responsive nature helps increase the number of impressions for a given campaign, as it’s no longer limited to the available ad sizes. In addition, given the vast number of screen sizes out there, is the evolution of ad design. For example, your responsive ad might show as a native banner ad on one site and a dynamic text ad on another, as it automatically transforms itself to fit precisely where you need it to go to meet your advertising goals. As such, responsive ads can increase your reach and impact while also saving you time.


How do they work?
In short, the ads are created within Google’s Adwords platform. I assume that they are leveraging some of their Web Designer code to create responsive ads. When creating the ads, you build with your headlines, images, and your landing page just like any other ad. But you can also input your destination URL and Google will pull assets from your website.  Depending on the size of the ad being shown, some of the elements like images are removed to optimize the image at that size, no different than a responsive website.



1. If your creating your ad for the first time, follow the step by step guide. You can delete or update the ads once you’ve made your first one.


2. Given the responsive nature of the ads, make sure you upload a great logo in the 1:1 ratio. If not uploaded properly, your brand will look poorly on some sizes.


3. Make sure you add your business name, it is another area for branding.


4. Take a peak at the available stock images. We all know that images are worth 1,000 words. So, if you can find an image that takes your add from 140 characters, to 1,000 words, why not.


5. Preview your ads, and run through the variations. It takes a few extra minutes, but can help you realize potential issues. Note that with over 2 million sites in the Google Display network, they will not show you all of the possible layouts, so you’ll still be surprised at some point.


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