• Learn best practices for Google ads 
• Find out if a responsive ad campaign is the best choice for you
• Learn what the difference is between a Google smart ad and a responsive ad is

Responsive ads are a relative newcomer to the Google Display Network (GDN). They have been around for a couple of years. Responsive ad’s have gained in popularity due to their ease of use and maximising reach for your ads. Most responsive ads contain a text component and an image as well. However you can still be successful with a simple text ad, if that's what you prefer. Read on to find out how you can make Google responsive ads maximise your advertising budget. 

What are Google Display ads?

You may have heard about responsive ads and wondered what they are. Responsive ads are a type of display ad that can work very similarly to regular display ads or in a Google Smart display campaign (more on that later). What makes a responsive display ad different is its ability to automatically adjust to the space your advertisement has been allocated. This strategy increases your impressions and audience. The brilliance of this is also that there is little to no effort from the advertiser in adjusting the ad placement. You can literally set and forget after ensuring your individual ad elements are set in place.

Are Google responsive ads a popular choice?

In short? Yes. The reason for this popularity is the ease of set-up and the increase of reach due to opting for a responsive ad campaign. 

What are some of the downsides of responsive display ads?

Lack of control in exactly how your ad will look is a reason to pause and consider if this tactic is right for you. It is convenient and will increase your reach but if you like to always be able to control exactly how your ads look at all times, this isn’t the right option for you. 

Responsive ads also can look very similar to each other. Google has basically the fame type of formatting despite the size. This is why a great image and ad text is crucial to make yours stand out. This may hurt your brand identity if you've only had one format previously. However if you want to break free of that mould, a responsive ad is a great way to start. 

The analytics of a responsive ad is limited as opposed to other campaigns that Google offers. Google uses its own algorithm after testing the ad, so you have to trust that Google knows what it's doing (it usually does).  

This doesn't mean that you won't get great results, you definitely will. Responsive ads are great for lead generation and awareness. And they are also great for time poor businesses that don’t have enough hours in the day to monitor custom ads.  It is wise to enter the realm of responsive ads being informed and knowing what to expect. 

What is a Google Smart display campaign and how is it different from a responsive ad campaign?

A Google Smart display campaign works very similarly to a responsive ad campaign. However there are some key differences. 

Smart display ads do responsively change the size and shape of your ad. However they do also automate your targeting and retargeting options. You can opt to where you don't want your ad placed.  Exclusion is based on 4 different topics. You can opt to exclude your ad from certain sites or apps on the GDN, certain categories or websites, videos or apps, you can decide to only target websites that are relevant to your ad and you can also exclude certain keywords from automated targeting and retargeting. 

Smart display ads are focused on conversion from your ads and that's where the automated bidding will aim to place your ad. So not only will you be able to target relevant topics and customers, you will be targeting areas that will lead to high conversion rates. And this has been proven to be accurate. The costs are around the same for a responsive ad, for now. However, this may be due to the GDN’s limited reach as opposed to programmatic marketing.  As the Google Display’s Network grows in terms of reach, the costs may eventually increase. 

What are the best practices for Google ads and responsive ads?

Some of the best practices for a Google responsive ad are:

1. Think about the image you are uploading (if you are using an image in your responsive ads). Make sure a high quality picture is used. Will the image still work in every size format available? A close up picture will work better in small and larger formats (most of the time). Basically, experiment with the image in different sizes. Does it still have the same impact?  If so, then that’s the right image for a responsive ad campaign. 

2. Be aware that you won't have any choice about the preferred size and scale of your ad. This follows on from the first point but now think about your entire ad. Try to think about it in all its formats. Do all the components work together? Yes? Then feel free to proceed!

3. Think about your logo and how it is shaped. Logos are an important part of any campaign that you have running. However, has your logo been designed to only work in a landscape view or square? If the sizing can look good in multiple formats, huzzah! Or if you see there are going to be visual issues perhaps consider having a slightly different logo uploaded. Some workarounds may be solutions like having a clear background of your logo but still keeping the actual logo the same colour.  (insert example here). Or simply have your logo designed in a square and landscape view. You may need to consult the designer for the original logo as they will still have the files and do this for you quickly. 

4. Make sure you are happy with all of the text components. The reason being is that you cannot control what text will make it into shorter ads and larger ads. You text requirements are:

• Short headline: 25 characters
• Long headline: 90 characters
• Description: 90 characters 
• Business name: 25 Characters

5. It is important for you to think about how all of these components work together and separately. Some components will only be used in a smaller advertisement so make sure that your headlines still pack a punch on their own. 

6. Use the preview function religiously. This is available in a section as you are building your ad. Make sure you take the time to really look at this function, it can save you a lot of time and money in the long run. However be aware that it's not every format that your ad will be in but will show the most common ones. 

7. Think about your brand and if responsive ads are right for you. Some industries and brands need more control over their advertising to minimise any offense being taken or damage to your company. The major aspect of responsive ads is the lack of control of the formats. For example it's not great for industries that need legally required small text such as legal disclaimers. The responsive ad format may accidentally crop this information out, leaving your company legally vulnerable. If this is not the case for your industry, go right ahead! And enjoy the higher rate of impressions and new leads that come your way. 

8. It's best to upload the components individually. This means it's best not to use images with overlaid text, collage images and or logos. This can result in a very strange looking ad or an incomprehensive one.  

If Google responsive ads are something you are interested in, then good news! There are many service providers who can help you make this a reality. However if you would like to perform this campaign yourself, that's a very achievable goal. Keep in mind that your logo and images will need to be of a very high quality and it might be best to enlist a professional to create or improve these with a responsive campaign in mind. Google responsive ads has a very clear step by step process to guide you through the process. If you are unsure, seek the help of a professional .