Responsive Display Ads Creative Best Practices

Responsive display ads are a form of asset-based ads that show on the Google Display Network.

An asset is a part of an ad, such as a headline, description, image or logo.

To create responsive display ads, you upload assets into Google Ads. Then machine-learning algorithms combine these assets in countless combinations while continuously optimizing for performance.

In this blog, we’ll review creative best practices for responsive display ads in order to reach customers and drive performance.

Include the recommended number of assets to drive the best results, use the recommended number of assets for each asset type:

  • 5 Headlines
  • 5 Images
  • 5 Short descriptions
  • A one to one logo
  • 1 long headline
  • Business name

Ensure that all short headlines, long headlines, and description copy are distinct and can be used interchangeably.

Use high-quality images, Images are the most crucial element of responsive display ads since they help customers understand your business, products, and brand.

You can upload your own image or choose from Google’s library.

For the best results,

  • Avoid images that are blurry, skewed, or use excessive filters.
  • Images should not have round edges or borders, nor should they include a mirrored image.
  • Don’t overlay a logo, text, or button on top of your image, This includes button overlays that lead customers to click play or download.
  • And lastly, avoid displaying products over digital composite backgrounds, including an all-white background.

Create a unique and effective copy, Your long headline should demonstrate your brand or product’s value proposition in a way that’s interesting and useful to customers.

It should be able to stand alone without the support of a description.

Create short headlines that are unique and compelling. It’s best to spell out your offer, rather than repeating your business name in the short headline.

Descriptions should be written to complement short headlines.

Articulate your value proposition clearly, rather than writing descriptions that include little detail on business value.

Uploading your logo, Upload your business’s logo in both 1 to 1 and 4 to 1 aspect ratios.

Ensure that your entire logo is centered and not too close to the edge of the image.

Avoid adding small text in your logo, and don’t add additional flair or details that aren’t usually a part of it.

Transparent logos are preferred, but white backgrounds are also acceptable.

Your business name, Enter your conversational brand name rather than your business’s full legal name.

Don’t use any trademark or copyright signals in your business name.

Remember, responsive display ads are only as good as the assets used to create them.

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