A Complete Guide to Google Responsive Display Ads

If you are familiar enough with Digital Marketing, I think you won’t feel unacquainted with Google Display Ads. If you follow us long enough, you know that I would not say it is a very cost-effective channel. However, it is fair to say that it can bring a lot of traffic to your upper marketing funnel.

Google Display Ad can be a tedious and tiresome process. You have to create and upload the same Ad in different sizes and variations to fit all the Ad spaces available. To make your life easier, Google has created and launched something known as a ‘Responsive Display Ad’ in early 2019.  With it, you will now be able to focus all your energies on creating the best advertisement possible without worrying about the hassles of the process.

Let’s just get started from the very basics and try to understand what Google Responsive Display Ad is all about.


What is a Google Responsive Display Ad?

The initial process of uploading Ads on Google was quite cumbersome and did not achieve its full potential in reaching your intended audience. Google responsive display ad was developed to basically make life easier for people who wished to upload their Ads.

Google Responsive Display Ads essentially allow you to not only upload multiple images, logos, headlines and long headlines and even videos (all collectively known as assets) for your Ad but also enable you to see different combinations of the same which will be visible to your customers.

Assets include up to: 

  • 15 Images
  • 5 Logos 
  • 5 Videos
  • 5 Headlines
  • 5 Descriptions 
  • 1 Long Headline 
  • 1 Business Name

Another great thing is that Google responsive display Ads automatically resize and refit the format, appearance, and the size of your Ad to adjust it according to the spaces available, unlike earlier when you had to upload at least twenty different sizes of the same Ads to accommodate for all spaces available.

And that’s what Google Responsive Display Ad actually is. Now that we have understood everything about it, let’s dig in a little deep by exploring the benefits.


Benefits of having a Google Responsive Display Ad

The benefits of creating your very own Google responsive display Ad are plenty but some of the important ones are mentioned as follows,


Different Combination


Simply upload all your images and information on Google Display Network that you would like to convey to your audience. Google responsive display Ad will take all this information and putin all different combinations possible. With Machine Learning, Google will automatically find the best combination to show to your customers.


Proper Scaling and Optimization of your Ad



This is one of the biggest selling points of Google responsive Ads – the scaling and optimization of your Ad. Unlike earlier, now the Google optimization mechanism will adjust your Ads and scale them to fit the sizes available. 


Easy to use

Google responsive display Ads are extremely easy to use and advertiser-friendly, especially when compared to the earlier version of creating Ads. Essentially, your work is only to select the images and headlines which will be uploaded. Google does everything else for you. I will go through the Setup next part and you will feel how easy it could be.


Wider reach

In the past, you need to create at least 5 Sizes of each creative to cover around 70-80% Placement. If you want to have even higher coverage, you may need to create 8 – 10 Sizes for it. Now,You Google responsive display Ads can achieve their full potential when it comes to ensuring that your Ad reaches the maximum number of intended clients. Google covers all your bases.


Native Ads

It’s generally constructed from image and text, and its appearance is somewhat more native, meaning that it won’t just pop out suddenly or stay a corner forever. Instead, it will be presented in a format in which it is listed among similar websites, which generally has a higher CTR!

Recommended Reading about Native Ads: https://www.columnfivemedia.com/the-science-behind-why-native-ads-work

And these were the benefits of implementing a Google Responsive Display Ad. But, the question is whether you know how to set up your own.

Don’t worry! Setup is easy and We have got that covered right here


How to Create and Set up your own Google Responsive Display Ad

You can create Responsive Display Ads under Standard Display Campaign, if you want to know how to create it, you can read my recent article 《The Complete Guide to the Google Display Network (GDN)》so I don’t spend much effort on “Creating Campaign”. Let’s talk about the Ads Creation. 

Creating your very own Google responsive display Ad is a very simple process and you just have to do the following,

The first thing that you should do is go to Google Ads and log in.

Once you are all logged in, you will see your main account page where you will notice a panel on the left-hand side. Then there will be an option under the head of ‘display campaign’ and ‘Ad groups’. After that, Click on these options if you would like to add any campaign types or be part of groups that will help you maintain a dynamic approach to remarketing campaigns.


Thereafter comes the important step – create your own google responsive display Ad. For this, go again to that panel and click on the option of ‘Ad and extensions’ where you will be presented with two options of making a new responsive display Ad or upload display Ads. Select the one that you desire.


Next upload all your images, headlines and other information which you would like to be displayed in your advertisement. We Recommend you use as many assets as possible to reach as many potential clients as possible. If you cannot understand what i mean, check Ad Strength and Google will let you know how to create a better Responsive Display Ad. The last step is to preview various Ad combinations and save.




Finally, Save and it is done! The only thing that you need to do is wait for the approvals!



Honestly, as what I observe, Responsive Display Ads is not as stunning as what Google claims to be.


If the product that you want to promote is quite complicated and novel, and if you aren’t able to display and explain everything there is to with the help of images, I would suggest you to go with Responsive Display Ads. A glorifying improvement in CTR for such products and services is what you’ll observe in case of Responsive Display Ads.

You should always be cautious of Brand Safety and Regulations. After all, Responsive Ads simply aren’t right for all companies. And that’s OK. From a brand safety perspective, it’s sometimes unacceptable to not know what combinations of images and text are going to show up. They would rather control all aspects of the ads from start to finish. For this situation, Traditional Google Display Ads is more suitable.

This is still a responsive ad and not a custom-designed one. You can likely find better performance with a professionally designed, customized ad. Responsive or Customized? it depends.



I won’t say the performance is super stunning especially if you have a very strong designer who can create numbers of customized HTML5 ads with nice design. However, if you are a small business owner and you don’t have a strong design team, still often using stock image and GIF as your banner, then I will say that responsive display ads could be a major plus point for you.

Google Responsive Display Ad can be the tool your business need in order to reach out your intended customers in the easiest way possible. With its machine learning technology, responsive display Ad aims to produce the best combination of your assets for your audience. Let me know your thought about Responsive Display Ad!

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