Google’s New Responsive Display Ads
Google recently announced the updates to Ad Words including the new responsive display ads.
The new responsive display ads automatically adjust to the size of the screen that the ad is being displayed on, such as mobile devices, tablets or desktops. The ad will adapt to different contexts and screens that it appears on to better reach users and make an impact on them. The new RDA allows 25 and 95-character headlines with a 90-character description and a URL. You can also upload your own image and logo, whereas Google previously took the image and logo from your website or Google+ account.
When creating your ad, Google will preview your ad on common layouts. Depending on screen size, the ad could be changed to a text ad. Your display ad could also just be an image in certain cases.
As we shift into a mobile-based world, the new RDA is important to reach all users and actually provide an impact with display ads in order to receive conversions.
Google said, “We built responsive ads for display to help your ads adapt to the increasingly diverse mix of content types and screen sizes.”
Some of you may wonder, why would I even want to use a display ad?
Display Ads consist of text ads, images, interactive and video ads. The display ads are placed on websites within the Google Display Network (over 2 million websites). The Google Display Network will place your ad on a website relevant to what service or items you are selling.
Who do they target you might ask? How do you really know display ads are a good investment?
Your display ads only appear to users you want to target. First, choose a specific context, then a specific audience in a specific location. For example, if you are selling camping supplies, you would use “outdoor lifestyles” or “REI.com” as your context, “young men” or whatever your target audience might be and locations near “hiking trails” or “mountains.”
By using browsing history or a location with a strong call-to-action, display ads can be targeted to a specific user. Display ads ideally make an impact on the user to learn more about the product.
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