Dec 23 2020
Google continues to evolve up to this day, with countless updates over the years that have upgraded the search engine to offer user-friendly benefits. One of these changes includes responsive ads.
Responsive ads are what the name suggests: ads that can automatically adjust their size and appearance to accommodate available spaces. They can fit any ad space across the entire span of the Google Display Network (GDN), depending on the format and tone of the website.
While responsive ads are not exactly brand new to marketers who use Google Ads for pay-per-click (PPC) advertising and search engine marketing (SEM), they are an overlooked marketing asset for newcomers to Google Ads.
Let us take a look at how responsive ads work for Google Ads and the GDN.
Responsive Ads: How Do They Work?
Over the years, Google has made it clear that advertisers should use other marketing assets besides text ads. Google usually prefers visual ads over text ads, which is why you should use responsive ads for your Google Ads management campaign.
As mentioned earlier, responsive ads can adjust their size regardless of the available ad space. Also, responsive ads consist of essential elements that can affect their performance, such as:
- Call to action (CTA)
- Promotional text
Google preference for responsive ads makes them a must-have when creating a digital marketing campaign for your Google Ads management team. Not to mention, the Google Display Network is the perfect platform for reaching your target audience. Combining it with responsive ads will make it easier to connect with both new and existing customers.
The Benefits Of Using Responsive Ads
1. Get The Best Version Of Your Ads
When using Google Ads, you can optimize your ads by letting Google do its magic. Since responsive ads automatically adjust their appearance depending on the available ad space, Google will also optimize your inputs for more conversions and test different versions to see which will perform the best.
Google even confirmed that you could benefit from 10% increased conversions by using responsive display ads. You can use up five headlines, descriptions, and logos when creating responsive ads to improve your conversion rates.
2. Expand Your Reach
Whether your target audience consists of mobile or desktop users, your responsive ads are optimal for any device. The size and format of your ads are 100% optimal for any ad space.
For example, your responsive ads can appear as text ads on your mobile app, while showing up as banners on your website. As a result, you have more opportunities to increase your conversions, thanks to a broader reach provided by the Google Display Network.
3. Save Time
A/B testing is an essential part of PPC advertising since you can figure out which of your ads will yield the best results. However, A/B testing can also be time-consuming, which is why you should use responsive display ads.
Responsive ads are already fully optimized for any device and any ad space, which means you can save time and do less A/B testing. At this point, you can focus on improving the performance of your ads instead.
How To Use Responsive Ads?
Responsive ads are the default ad type for the Display Network. You have better control over your ads, thanks to a variety of assets and features at your disposal.
However, you still have to utilize some of the best SEM practices to yield significant results for your campaign. While responsive ads are already scalable and customizable, try to follow these practices to maximize the performance of your campaign. Some examples of highly effective marketing practices include:
- Create multiple headlines
- Highlight the best qualities of your product or service
- Make two descriptions for a single ad
- Display a feed for dynamic remarketing
The Google Display Network is a valuable marketing platform that can help you reach your target audience. Remember to create responsive display ads whenever you are present on the GDN. All you have to do is enter your ad texts, upload some images, and Google will do its best to optimize your inputs and make them optimal for its search engine.
To enhance your performance even further, try to create unique and original images for your responsive ads. Upload them and as .zip files into Google Ads to get a better overview of your Google ads management campaign.
Create an effective PPC advertising campaign on Google Ads to reach your target audience and engage with more potential customers. Consider working with an SEM company as well to increase your chances of success and know more about Google Ads management.
Contact OOm to discover the benefits of PPC, SEM, SEO, and other effective digital marketing strategies!