Google is making use of its Machine Learning (ML) technology to help advertisers serve relevant and valuable ads across the web at scale through the new Responsive Display Ads(RDA).
Mostly like responsive search ads, the advertisers are required to provide a few simple inputs and the ads are created on the fly by Google. Google uses Machine Learning (ML) algorithm to test several combinations before serving the ads that work best.
For example, “a responsive display ad might show as a native banner ad on one site and a dynamic text ad on another,” Google said.
Advertisers need to upload their assets, including up to 15 images, five headlines, five descriptions, and five logos for creating on the fly responsive display ads.
Additionally, Google is advising to also add dynamic feeds to campaigns, This will help in serving more tailored ads to revisiting users of a site or app.
Advertisers who use multiple headlines, descriptions, and images with responsive display ads see 10 percent more conversions at a similar CPA on average versus a single set of assets, says Google.
RDA replaces responsive ads to become the default ad type of the Display Network, can be used in standard Display and Smart Display campaigns. The format looks similar to responsive ads, see the screenshot below show the three variations of this new responsive display ad format:
The benefits of responsive display ads, as Google says saves you time as well as offer broader reach, as the ads can be resized to fit most inventory, including a native banner ad and a dynamic text ad.
In addition, this format also supports dynamic remarketing. To create dynamic responsive display ads, advertisers simply add a feed to their RDA campaigns, and the ads will appear in both dynamic and static formats.
Google may automatically show tags such as “new,” “hot” or “price drop” on products when appropriate, based on the feed.
Google is also providing a new “asset report,” to check how each responsive display ad is performing. It helps to identify top-performing creatives relative to one another with performance information on headlines, descriptions, images, and logos.
The asset report can be accessed from the “Ads & extensions” section, then “View asset details.”
Here is a screenshot of the asset performance reporting available for responsive display ads in the Google Ads interface:
In the performance column, advertisers will see a rating of Best, Good, Low or Learning. The ratings are based on how well an asset is performing. A “Learning” means there is not enough data available for an asset.
Responsive display ads will be rolled out to all advertisers over the coming months globally.
See the Google Ads Help Center page for best practices on creating RDA campaigns.