Responsive Display Ads (RDA), easy to create with delivery of amazing results. Initially released in 2016, RDAs are an alternative to text ads and was Google’s first step towards bridging the gap between visual banners and text ads.
In 1028, Google made RDAs the default format for running ads on the Google Display Network. Since the laugh of RDA, it has been a saving grace for busy marketing executives using Google as their business platform.
What are Responsive Display Ads?
A part of Google display ads, RDAs are a combination of visual and textual elements. Google automatically creates responsive display ads using the assets that you provide them with and adjust the appearance, size and format of your assets in order to fit perfectly in the available ad spaces on the Google Display Network (GDN). They can be used for both regular and smart display campaigns.
Responsive ads consist of the following elements:
- Description
- Business Name
- Short Headline
- Long Headline
- Image Logo
- Marketing Video/Image
Benefits of Responsive Display Ads
Here is a list of benefits of using RDAs as a part of your digital marketing campaign.
1# Fast & Efficient
Running a normal bunch of display ads online can be time-consuming as you need to adjust image sizes and other necessary adjustments in order to properly size and place the ad in the available space. Whereas, RDAs are automated in this sense as they automatically adjust their assets according the space and area available.
It makes the whole process of digital marketing easier, faster, manageable and efficient to run.
2# Amplifies the Message
As in regular display ads, you need to carefully curate a small number with specific designs to fit certain spaces, but with the use of RDAs, you can produce highly adaptable ads giving you the opportunity to reach out to a larger audience base.
Google’s machine learning models automatically determine the headlines which can work better, increasing the effectiveness of the brand message. For better results, make sure you keep RDAs in a separate group from other image-based ads to avoid unexpected rise in your marketing spending.
3# No External Designer Required
For small businesses with limited resources, responsive ads are the best way to go. Creating a standard display ad can be a difficult process as you need to manually adjust the size, font and other filters to fit in perfectly in the ad space. While smaller companies do not have an in-house design team, they usually rely on external designers to fulfill the need of display ads.
However, with the introduction of RDAs, you do not require any external help as it is easy to master the process yourself. With a logo and a couple of high-resolution images, one can make an effective responsive ad.
4# Saves Time
Businesses with an in-house design team who create standard ads for online marketing believe that creating images is the hardest part of the process and is also a top priority which takes up most of the time of the design team.
In order to save time and get complete work on a set deadline, RDAs can be a perfect temporary solution. Instead of waiting for weeks and months for an ad campaign to complete, responsive ads can save the time and effort of the in-house design team giving better results.
5# Easy Evaluation
The scoreboard present on the Google Ads page gives overall feedback on how well the responsive ad can work before you go live with the ad. It provides an insight and evaluates the overall ad campaign and gives ratings and suggestions in order to improve the strength of the ad.
By using this feature available on the Ads& Extension window, you can double check your campaign and feel more secure than ever.
6# Better Performance
In some accounts, RDAs are proven to work better than a standard display ad. It is not necessary that it always happens, but the chance of better performance is much higher with using responsive display ads.
They are used as a dynamic remarketing campaign by attaching themselves to your feed. As per the Google’s support page, RDAs display themselves in dynamic and static formats by adding the feed to your campaign.
7# Utilizes Video Assets
It is always more effective to add video assets in the responsive display ads for better advertising traction. With this feature, you can add at least one landscape and square image, headlines, descriptions and you can choose up to five videos of 30 seconds from your YouTube channel and displays them in the responsive display ads to make it much more catchy, informative and attractive.
It is an easy way to encourage engagement if used appropriately. But after deployment of videos, you need to monitor the performance closely.
8# Easy Adjustable Tools
With responsive display ads you have the option of automatically adjusting the size of your texts and visual elements in order to format and fit in the available ad space perfectly. Such adjustable tools make the process of editing and formatting much easier and more accessible for the business.
This means that the RDAs can display as a text ad within a mobile app while also appearing as a banner ad on a website.
9# Better than No Ad at All
If you are a control freak and want everything as per your requirements, you might feel the standard display ads are a better way to market your products than a responsive display ad can you can design it according to you, everything else being equal including the performance.
However, if you have the choice between running a responsive display ad versus running no ad at all, then RDAs are definitely worth the shot!
Bottom Line
Knowing all the above amazing benefits of responsive display ads should be enough to get you using them. Free yourself from the legwork and focus on how your ad is performing in order to pique your target audience’s interest and turn them into conversions.
Try it yourself and let us know how it helped your digital marketing campaign!
By Jonas
What do you think?