Google announced this week that responsive display ads (RDAs) will be deployed to all advertisers in the coming months.
Just like the Adaptive Search Ads of Google advertisers provide multiple entries and advertisements are assembled on the fly by Google Machine Learning algorithms.
Advertisers can add up to 15 images, five titles, five descriptions and five logos for responsive display ads.
Performance is broken down by asset in a new report located under "Show asset details" in the "Ads and extensions" section (as shown in the screenshot above). In the performance column, Google will provide a rating of Best, Good or Low. If there is not enough data collected on an asset, it will be labeled "Learning."
The formats will look familiar (examples below). Google highlights the benefits of responsive ads in terms of time and reach because ads can be resized to fit most inventory, including native and dynamic text ads.
This format also supports dynamic remarketing. To create dynamic display ads, simply associate a feed with your RDA campaign. Google may automatically display tags such as "new", "hot" or "lower price" on products, if applicable, depending on the feed.
Google has been moving in this direction for years, introducing for the first time responsive ads for display that are automatically resized in 2016 . However, they had fewer asset options, and responsive display ads replaced responsive ads for delivery as they rolled out. And then, there is Google Smart Display Campaigns that automate just about every aspect of the campaign, from the creation of auction ads. For advertisers who want full control over how their display ads display, it's still possible to download your own display ads.
About the author
Ginny Marvin is the editor-in-chief of Third Door Media. She assists daily editorial operations in all publications and oversees paid media coverage. Ginny Marvin writes about paid online marketing topics, including paid search, paid social networks, posting and retargeting for Search Engine Land and Marketing Land. With over 15 years of marketing experience, Ginny has held both internal and external management positions. She can be found on Twitter as @ginnymarvin.