According to Google’s latest data, Google Display Ads reach over 90% of internet users and appear on over three million websites, over 650,000 apps, and across Google properties such as Gmail and YouTube. Considering the number of different devices people use to access the internet and view content, it can be tricky and time-consuming for marketers and graphic designers to produce creative that keeps up. Responsive Display Ads are Google’s answer to this pain point.

Responsive Display Ads are now the default ad type for Display campaigns that run on the Google Display Network. While the old school default (Image Ads) appears to users as images that you upload, Responsive Display Ads automatically take on qualities of the publisher’s website. They can adjust in size, appearance, and format to fit available ad spaces and appear as native ads.

Three reasons why we encourage our clients to incorporate Responsive Display Ads into their display campaigns are for the time-savings, expanded ad reach, and the opportunity to leverage machine learning in ad optimization.

Time Savings

Cut down on the number of resources you dedicate to producing creative in numerous sizes and configurations.

Expanded Ad Reach

Pulling from your text and image assets, your ad will adapt to ad slots and formats across all devices, the combinations can be massive.

Machine Learning-Driven Ad Optimization

Google uses your historical performance along with a machine learning model to build an ad on the fly which is intended to be optimal for each ad slot and user.

Responsive Display Ads are here to stay and can help elevate your display campaigns’ performance.