When To Use Responsive Display Ads | Silverback Strategies (2023)

John Tyreman: Hi gang. Welcome to The Digital Marketing Troop, where we go in the trenches to help you learn more about digital marketing. My name is John Tyreman, I’m your host, and I am joined today by Mary Davin, Senior Paid Media Account Manager and Team Lead at Silverback Strategies. And we’re here to talk about responsive display ads. Mary, how are you doing this morning?

Mary Davin: I’m doing great, John, how about yourself?

John Tyreman: I’m doing really well, and I’m excited about our topic today because there’s a lot of really cool things going on in Google’s display network that I think we can dig into. But before we do, I’ve got a bit of an icebreaker for you. We’re starting to come out of this pandemic time and things are starting to return to some semblance of normal and I’m curious, is there a concert or a band that you’re most looking forward to seeing live?

Mary Davin: So it’s funny you asked that because I’m actually going to my first concert tonight, like, since all of this kind of happened. So I am going to see Sleater-Kinney, who was opening for Wilco, so kind of a deep cut – I don’t know if anyone out there knows those bands but big fan of both of them. So that’s my first concert outing and very conveniently timed for this evening.

John Tyreman: That’s awesome. That’s awesome. Well I’m excited for you. You’ll have to let me know how that goes.

Mary Davin: I will.

John Tyreman: Awesome, well let’s dive into our topic at hand today. So let’s start here. For listeners who might not know, what are responsive display advertisements?

Mary Davin: Yeah, so we call them RDAs for short. So basically it is kind of an image based ad that can serve on the Display Network on Google, and they’re automatically created so there’s no design work needed, you don’t need to have a graphic designer and house necessarily. You really just provide Google with kind of the assets being, you know, images, a couple lines of text, and your logo. And you can also include video if you have that available and Google kind of just automatically creates it and you’re good to go.

(Video) Why You Should Use Responsive Display Ads in Google Ads

John Tyreman: So it’s kind of like you’re giving Google these inputs, and they’re taking different combinations and they’re using their machine learning to test and see what performs best. Do I have that right?

Mary Davin: Exactly. So if we think back to how display ads used to be. You used to have to create like several different combinations to get a variety of sizes, and it was kind of a pain point for a lot of designers and we can still do that and it’s still part of, you know, a lot of display strategies but for those who maybe don’t have the capability or the budget to do that, or really just want to kind of test multiple ad types, this allows you to just forego that kind of more of a creative lift and have it automatically created for you. So instead of creating like 10 different ad sizes, you just input the assets itself and Google can produce, you know, tons and tons of different aspect ratios so you don’t have to actually divvy those up separately.

John Tyreman: Okay, so it makes it a little bit easier for marketers who want to run display ads.

Mary Davin: Absolutely, yeah, much easier than the old way.

John Tyreman: Very cool. Well, what kind of businesses or in what scenarios, should a business maybe consider using responsive display ads?

Mary Davin: So I think that there’s really a good use case to use responsive display ads, it kind of any stage of the marketing funnel. So at Silverback, with some of my clients, we tended to use them for reaching people kind of earlier in that awareness phase to kind of aid some prospecting efforts, and then kind of working down the funnel to also remarket to those users. So I think just depending on your goals and kind of who your audience is, you could really make a case to use responsive display at any stage of that customer journey. So it just kind of depends on what you’re looking for. And then as far as like ideas of when it might be good to test them, I mentioned earlier, like the creative kind of constraints that can sometimes be a roadblock or a hurdle for clients to really invest and take the time to test out display. So this again is another really good opportunity or reason to maybe work around that and include some display ads in your campaign strategy. So if you don’t have an in house designer, or you don’t have the budget to pay for those services, responsive display is a really kind of quick and easy way to incorporate those types of ads into your campaigns. And then aside from that, if you still are running some kind of more standard image based ads or HTML5 or GIF ads, it’s great to just include those as like another ad type alongside of that to test and see how the performance goes. And in a lot of cases, we see in our own accounts here at Silverback, that responsive display often outperforms traditional image ads and HTML5’s. And I think a lot of that has to do with how flexible RDAs are and how many more inventory slots they can serve in. So there’s a lot of benefits to it. So I would say if you’re not currently testing it, it might be a good thing to throw into your campaign next.

John Tyreman: It sounds like it’s a good way to accelerate your learnings about what works well, what doesn’t. You mentioned some of the campaigns that you’re actively working on with responsive display ads. Can you give our listeners an example of a campaign that performed well?

Mary Davin: Yeah, so one of my clients, that’s kind of in the financial services space, we use display campaigns to really help promote awareness and consideration for several of their products with kind of the end goal being we want those users to start and submit an application for consideration. So, earlier this year using some of the reporting that was available to us through Google ads, specific to responsive display, we noticed that some of our images were maybe not as high rated as they could have been. So we made some tweaks to the creative, and over a two month period through monitoring those tweaks we reported a 20% increase in conversion. So those are, you know, really valuable completed applications for our client. And then just kind of looking at how the responsive display ads in that same time period, performed compared to some of the static image ads and HTML5s that were also running at the same time, we saw that, you know, within that same two month period, 96% of the total conversions that came through were from responsive display. So just kind of a testament to show how great they can work and how you can really kind of expand your reach and kind of accelerate those learnings.

(Video) Outside-The-Box Responsive Display Ad Strategy That Can DOUBLE The Outcome of Your Google Ads

John Tyreman: Wow, that’s pretty impressive that compared to the traditional display ads that 96% of those conversions were from the RDAs. So that’s pretty cool. I’m curious, so did you say that this client… what industry was this client in?

Mary Davin: Financial Services.

John Tyreman: Do you think that there’s something about that industry that maybe some other industries might be able to replicate some similar levels of success?

Mary Davin: Yeah, I’ve seen it work well with a lot of industries. So Home Services is another big one that we’ve seen success with. Definitely B2B. Edtech we’ve used to use the strategy as well for. So it really has to do with where your audience is and if Google is a place that you’re able to really define a good target audience and reach those users, I think responsive display would be a great fit to kind of combine those two together.

John Tyreman: Sounds like this is a pretty wide range of industries that could benefit from this: home services, financial services, B2B.

Mary Davin: Yeah.

John Tyreman: So what’s interesting to me about this is the machine learning aspect and how we’re trusting Google to be able to come up with the right combination of these inputs. And it’s funny, I was talking with Emily Bliss a few weeks ago about measuring creative performance, and it’s a great episode. If anyone’s listening to this podcast episode they should definitely go back and check that one out. But I’m curious, Mary, from your perspective, what kind of reporting is possible with these responsive display ads?

Mary Davin: Yeah so responsive display has a little bit different reporting metrics, compared to some other kind of campaign and ad types on Google ads. You still have your basic, you know, click impression, click through rate type of metrics but with responsive display ads specifically, you can drill down to the asset specific level. And what that means is you can see, let’s just say for example you were to have one responsive display ad with maybe two or three different images in it. You can look and see which of those three images is performing best. Google will give you a rating like good, best, poor, and a couple others, I believe. So they’ll kind of let you know which one is resonating and getting the best response. So, from where we can use that as marketers, it’s really valuable to kind of keep tabs on that asset level reporting from time to time and if we do see ones that are rated below average or lower we can swap those out for something that might resonate better. And that’s kind of exactly what we did in that client example I was sharing where we identified an opportunity and switched it out and saw it really helped – it really helped performance,

(Video) Google Responsive Display Ads Best Practices and Examples

John Tyreman: I could see, that’d be really useful directional feedback in terms of understanding when there needs to be those creative refreshes, right? When there needs to be certain images that we need to swap out, have new creative, then, does it drill down to the copy level too, or is it just image based?

Mary Davin: Yep, it does it for image and copy so you can see how, you know, your headlines are performing, your images are performing and then even beyond that, it’ll show you which combinations are served most often together. So you know, if there’s a headline and an image that are often paired together, and if that one is receiving a lot of impressions and getting a good response you can kind of deduce what you will from that and make some educated marketing decisions there.

John Tyreman: We kind of touched on this a little bit but… so what are some of the different elements that you need? Like what are these inputs that Google is requiring or asking for to fuel these campaigns?

Mary Davin: Yeah so, I would say the most important thing – I mean they’re all required, but the most important things are images. So plain images work best. So we’re thinking about things with little to no text overlay, so really just looking for either a stock photo or an image that your company, you know, has the rights to. So, you would want, you know, two to three images that we could use, your logo is also an asset that you can include that’s required so want to make sure that you’re representing your brand and that that is tied to all of the ads. And then as far as the text elements, you can have up to five different headlines, so it’s a really good way to test different messaging, have a few different options in there and then similarly you can have up to five descriptions and one longer description, so lots of different options. You don’t have to use all of those in every case but just kind of goes to show how many varieties you can potentially have.

John Tyreman: Yeah, I mean if my math is right that’s like about 75 different combinations.

Mary Davin: Yeah, it’s a lot, it’s a lot. With very little input, so I think that’s the value of it. It makes it really easy to have that much variety without having to comb through and design everything by hand.

John Tyreman: Well that’s exactly where my mind went, is like how much time is this saving for marketers kind of who may have had to do this the manual way.

Mary Davin: Yeah.

(Video) Google Responsive Display Ads 2022 - Benefits, Specs, Best Practices, and Examples

John Tyreman: I’d imagine it would be quite a lot so this is making marketers lives a hell of a lot easier.

Mary Davin: Yeah, for sure.

John Tyreman: You know another podcast episode that we had a few weeks ago, I was talking with Haley Nininger about Google’s plan to delay their blocking of the third party tracking pixels we know as cookies. Their plan is to delay that to 2023. I’m curious Mary, from your perspective, how does this impact how companies might approach using Google’s Display Network?

Mary Davin: This will definitely have an impact in display campaigns. I think really the conversation revolves around targeting more so than ad creation. So rather than relying on those cookie based audiences or remarketing since we do expect those audience sizes to decrease with that change rolling out, we should really look to collaborate with clients and businesses to lean into their first party data, so we can use that to target users that might be already engaged and interested in other products, or we could use those to create similar audiences. So, I think first party data is going to be kind of critical for successful display campaigns after this cookie change goes into effect.

John Tyreman: In talking with clients, what’s the reaction been like from them? Has it been more like, “Okay, we’ve got a little bit more time. Let’s squeeze what we can out of the existing model”? Or is it a “Wow, this gives us a little bit more breathing room, a little bit more runway to get set up the right way”? What’s been that reaction?

Mary Davin: Yeah, I think it varies client to client. Some clients really don’t have a great first party data strategy in place so they are using this as almost a relief that they do have some more time to get that figured out, and then those that do have strong first party data strategies in place, we’re trying to encourage them to test that alongside of these traditional kind of cookie based targeting methods that we’ve been using. That way we can get some early learnings and figure out what’s working before we lose access to things we’ve already had success with.

John Tyreman: That sounds like a very measured approach. Well, Mary, thank you so much for taking the time to be on our podcast. If listeners want to connect with you and learn more, where can they find you?

Mary Davin: Yeah. They can find me on LinkedIn, that would probably be the best way.

(Video) 11 Awesome Google Display Ads Strategies

John Tyreman: LinkedIn, that’s where the action is. Right on. Well, Mary, have fun at your concert tonight, I’m really excited for you, really excited to hear how that goes.

Mary Davin: Thanks John. Thanks for having me.

John Tyreman: If you found this podcast episode insightful, please subscribe, tell a friend and leave a rating and review. And to learn more, head on over to silverbackstrategies.com where we have a wealth of digital marketing insights on our blog and Resource Center. We’ll see you next time on The Digital Marketing Troop.

FAQs

In which case should you use responsive display ads? ›

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. Responsive display ads can be used in Display campaigns.

Why should advertisers consider using responsive display ads? ›

By using Responsive Display Ads, you ensure that your logos, images, videos, and descriptions reach the right people at the right time. Another reason to “why should an advertiser consider using Responsive Display Ads?” is that they save you time.

What are the benefits of using responsive display AFS? ›

The Advantages of Responsive Display Ads
  • They automatically optimize your inputs for more conversions. ...
  • Broader reach with adjustable sizes to fit more placements. ...
  • Saves you time. ...
  • Can be used with dynamic remarketing. ...
  • You can monitor the performance of each asset.
4 Oct 2018

What are two differences between uploaded ads and responsive display ads? ›

Dynamic display ads use the responsive ad format. The main difference here is that in addition to uploading your brand assets like you would with regular responsive display ads, you also add your product data feed.

Which of the following are responsive display ad best practices Select all that apply? ›

Which of the following are responsive display ad best practices? Select all that apply.
  • aUpload the recommended number of assets. Correct Answer.
  • bCreate unique and effective ad copy. Correct Answer.
  • cRotate in new display ads once a year. Correct Answer.
  • dEnsure the landing page keeps the customer experience cohesive.

What are responsive display ads Best Practices select three? ›

These will help ensure your assets work together in any and all configurations Google might conjure for your responsive display ads.
  • Adhere to Google's Ad Policies. ...
  • Upload at Least 3-5 Images. ...
  • Be Mindful of Aspect Ratios for Images. ...
  • Be Mindful of Aspect Ratios for Logos. ...
  • Upload Transparent Logos, If Possible.
16 Sept 2021

What should you use Amphtml ads? ›

You should use AMPHTML when your goal is to provide a faster and safer ad experience. AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

When a responsive display ad is automatically? ›

Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. So a single responsive ad may appear as a small text ad in one place and a large image ad in another. To create their ads, advertisers enter their assets (for example, headlines, descriptions, images, and logos).

Can responsive display ads have text? ›

Added together, this means the new responsive display ads can include up to 205 characters of text and images in the following combination: 15 images. 5 headlines. 5 descriptions.

How many display ads should you run? ›

Create 3 to 4 ads per ad group

Google Ads can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.

How can I improve my display ads performance? ›

Optimize your Display campaigns
  1. Set your display campaigns up for success. Set up conversion tracking to ensure you're accurately tracking website and app conversions. ...
  2. Reach the right audience at the right moment. ...
  3. Create high-performing ads. ...
  4. Measure the full value of Display.

Which of the following are the benefits of using responsive display a? ›

The benefits of using Responsive Display Ads are Automation, Reach, and Simplicity.

What is the sizes for responsive display ads? ›

Responsive display ads need the following sizes: Landscape (1.91:1): 1200 × 628 (min required: 600 × 314, max file size: 5120KB). Square: 1200 × 1200 (min required: 300 × 300, max file size: 5120KB).

What are the 3 main automation components of smart display campaigns? ›

Across the Display Network, Smart Display campaigns combine 3 optimization technologies to take the labor and guesswork out of targeting, bidding, and ad creation:
  • Automated bidding. ...
  • Automated targeting. ...
  • Automated ad creation.

What do responsive ads do? ›

Responsive search ads let you create an ad that adapts to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.

What is a key benefit of display campaigns? ›

Benefits. Reach people in multiple places: Display campaigns can reach people worldwide across 35 million websites and apps, and on Google-owned properties (YouTube and Gmail). This allows you to expand your reach beyond just Google Search.

Which of the following is true of responsive display ads Topgrad? ›

aThey are optimized manually by the digital marketer.

How many logos can be added to a Google responsive display ad? ›

You upload up to 15 images, 5 headlines, 5 descriptions, and 5 logos. The platform then combines these pieces into varied ad unit combinations for every available size. Responsive display video ads are also extremely simple.

Which of the following is true of responsive display ads 1 point? ›

The correct answer is: The ads adjust to available screen space when delivered.

What are display ads examples? ›

Banners, square images with text, animations – these are all forms of display ads you have experienced.

Do display ads need buttons? ›

Buttons are effective on display ads because they offer a clear path to act. Contrasting colors (that meet accessibility standards) helps the button stand out on the ad.

When should you use the AMPHTML ads? ›

AMPHTML ads are ad creatives built using AMP-HTML. These ads are faster, lighter, and more secure. AMPHTML ads is a more efficient and secure way to advertise on the web. These ads can run on all web pages and not just AMP pages.

When should AMPHTML ads? ›

Additionally, AMPHTML ads are displayed right before the user is about to reach the ad, and if the AMPHTML ad is with animation, then it can be paused when the ad is not in the viewport. 2. AMPHTML ads are lightweight. AMPHTML ads are 3x lighter than regular ads.

What does AMPHTML stand for? ›

Before we go into detail about AMPHTML banner ads, let us have a look at what AMPHTML actually means and its purpose. AMP is short for Accelerated Mobile Pages. This is an open source technology developed by Google with the aim to improve the performance of the mobile web.

Are responsive video ads skippable? ›

Drive conversions: You can only create responsive video ads when you select this subtype. However, responsive video ads can serve your ad as either a skippable in-stream ad or an in-feed video ad.

Should you bid on competitors keywords? ›

Bidding on competitor keywords is effective but can get expensive. You may need to limit these campaigns or do a little budget shifting. You could also consider these less-expensive ways to target competitor audiences on Google without search ads—or these three lower-cost alternatives on social.

Are animated responsive ads allowed on Google? ›

Note: The animation can only loop within 30 seconds; more than that will lead to disapproval. Learn how to fix a disapproved ad. If you can't edit the image to meet this requirement, upload a different image that complies with the policy.

What should I set my viewable CPM bid? ›

By using a Viewable CPM (vCPM) bid for Viewable Impressions, you're bidding on the “actual value of your ad appearing in a viewable position on a given placement.” Google recommends keeping your vCPM as high as you can (within your daily budget) as that will make your ad bids more competitive and successful.

Are display ads effective? ›

Is display advertising actually effective? The short answer is: Yes. When you break down how much display ads cost and how many people click on them, display advertising still delivers a positive ROI for most investors.

How do you plan a display campaign? ›

How to plan a Display campaign
  1. Identify your goals.
  2. Choose a budget and bidding strategy.
  3. Find your target audience.
  4. Create responsive display ads.
  5. Understand performance management tools and features.

What is the first step of the display retargeting? ›

And the first step is tagging. This includes anything from the basic retargeting tag to mobile app analytics, Google Analytics, YouTube, and more.

How do you increase conversions for display campaign? ›

Improve your conversion rate
  1. Track your success with conversion tracking. ...
  2. Use specific keywords for better conversion rates. ...
  3. Use negative keywords to refine your traffic. ...
  4. Use the search terms report to reach the right customers. ...
  5. Include prices in your ad to attract potential buyers.

How do I increase CTR on Google Ads? ›

9 ways to improve Google Ads CTR (click through rate)
  1. Improve your Quality Score. ...
  2. Use the best ad extensions. ...
  3. Utilise smart bidding strategies. ...
  4. Test different ad types. ...
  5. Write compelling ad copy. ...
  6. Create tightly themed keyword groups. ...
  7. Split test advert copy. ...
  8. Highlight pricing in ad copy.
16 Apr 2020

What two types of remarketing can be used on Google display ads? ›

It will benefit you to know what two types of remarketing can be used on Google Display Ads. There are standard remarketing and dynamic remarketing. They both follow the tenets of showing ads to previous visitors, and dynamic remarketing takes the personalization a bit further.

Which targeting option is best for influencing? ›

Answer:- Affinity targeting option is best for achieving brand awareness.

What are the three marketing objectives that can be met via targeting on Google display ads? ›

3 marketing goals you can achieve with Google Display Ads
  • Build awareness.
  • Influence consideration.
  • Drive action.
1 Oct 2021

What are two differences between uploaded ads and responsive display ads? ›

Dynamic display ads use the responsive ad format. The main difference here is that in addition to uploading your brand assets like you would with regular responsive display ads, you also add your product data feed.

How many banners are needed in responsive display ads? ›

You can upload up to 15 images and 5 logos for Google Responsive Display Ads. We strongly recommend adding the maximum number of creatives as possible, as it gives Google's machine more to work with and learn from, improving your campaign optimization moving forward.

What's provided by responsive display ads? ›

Responsive display ads are the default ad type for the Display Network. They automatically adjust their size, appearance, and format to fit just about any available ad space. They adapt assets to maximize performance.

What's one benefit of using responsive display ads? ›

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.

What is a key benefit of responsive display ads quizlet? ›

How is simplicity a key benefit of Responsive Display Ads? By 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.

What is the main difference between Standard and Smart Display campaign? ›

In a traditional display campaign, the advertiser must provide the engine with assets in each ad format and size that they want to be eligible for in the auction. Smart Display, however, leverages Dynamic ad creation to combine the ad components that the manager provides.

› Blog › Advertising ›

Google Ads has focused on continuously improving their interface for display ad campaigns, from text-based ads to extended text ads and even extending to respon...
Google likely saw how easy it was for advertisers to create beautiful yet simplistic ads on Facebook's platform and pivoted so their display network had a s...
With the growth of smartphones and tablets, responsive display ads has become very popular way to advertise. This is because responsive display ads can be shown...

What should you use Amphtml ads? ›

You should use AMPHTML when your goal is to provide a faster and safer ad experience. AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Which of the following is true of responsive display ads Topgrad? ›

aThey are optimized manually by the digital marketer.

Which display ad format should you use if you're concerned about malware and want a secure ad experience across platforms? ›

You should use AMPHTML Display ad format if you're concerned about malware and want a secure ad experience across platforms. AMPHTML ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with.

How do Google responsive ads work? ›

Responsive search ads let you create an ad that adapts to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.

When should you use the AMPHTML ads? ›

AMPHTML ads are ad creatives built using AMP-HTML. These ads are faster, lighter, and more secure. AMPHTML ads is a more efficient and secure way to advertise on the web. These ads can run on all web pages and not just AMP pages.

When should AMPHTML ads? ›

Additionally, AMPHTML ads are displayed right before the user is about to reach the ad, and if the AMPHTML ad is with animation, then it can be paused when the ad is not in the viewport. 2. AMPHTML ads are lightweight. AMPHTML ads are 3x lighter than regular ads.

What does AMPHTML stand for? ›

Before we go into detail about AMPHTML banner ads, let us have a look at what AMPHTML actually means and its purpose. AMP is short for Accelerated Mobile Pages. This is an open source technology developed by Google with the aim to improve the performance of the mobile web.

What are the three main automation components of smart display campaigns? ›

Across the Display Network, Smart Display campaigns combine 3 optimization technologies to take the labor and guesswork out of targeting, bidding, and ad creation:
  • Automated bidding. ...
  • Automated targeting. ...
  • Automated ad creation.

What two types of remarketing can be used on Google display ads? ›

It will benefit you to know what two types of remarketing can be used on Google Display Ads. There are standard remarketing and dynamic remarketing. They both follow the tenets of showing ads to previous visitors, and dynamic remarketing takes the personalization a bit further.

What is a key benefit of smart display campaigns? ›

Smart Display campaigns automate and then optimize targeting, bidding, and ads. Powered by Google's machine learning, a Smart Display campaign can automatically find new and existing customers, set the right bids, and create engaging ads that adapt to any screen or ad space across the web and apps.

Which display ad format should use? ›

Specifications
File types
468 × 60Banner
728 × 90Leaderboard
930 × 180Top banner
970 × 90Large leaderboard
24 more rows

What are two ways that Google Ads can drive your business goals Choose two? ›

What are two ways Google Ads can fuel your business goals? Google Ads can fuel your business goals by increasing in-app, over-the-phone, online, and in-person sales, and getting the right audience to visit your website.

Which group would you reach with a Google display campaign using demographic targeting? ›

With demographic targeting in Google Ads, you can reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income.

Should I use responsive search ads? ›

According to Google, responsive search ads enable you to reach more potential customers with multiple headlines and descriptions which allow your ads to compete in more auctions and match more queries“.

How many ads are responsive? ›

There's a limit of three enabled responsive search ads per ad group. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2 or Description position 1.

What is the difference between responsive search ads and Dynamic search ads? ›

Responsive Search Ads (RSAs) feel a little similar to Dynamic Search Ads in that the message is geared to the search query more so than with Expanded Text Ads (ETAs). But while Dynamic Search Ads pull content from the website to display in the ad, RSAs use copy provided by the advertiser within the Google Ads platform.

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