In the past, creating display ads for the Google Display Network could be time consuming and expensive, depending on your approach. And as of January 31, 2017, you’re no longer able to create or edit standard text ads on the Display Network as an alternative option.
The new Google Responsive Display Ads make this whole process easier and much more flexible by taking your existing images and ad copy and creating multiple ad formats and sizes to fit into most ad spaces on the network.
Step 1: Gather Your Images
Ideally you’ll need three images that align with the following specifications:
- Landscape image: 1200 x 628 (600 x 314 min), 1MB max file size
- Square image: 1200 x 1200 (300 x 300 min), 1MB max file size
- Logo image: 1200 x 1200 (128 x 128 min), 1MB max file size
The great thing about these images is that they are accompanied by your ad text, so you don’t need to design a fancy banner ad — you just need relevant, appealing images that compliment your ad copy.
If you don’t have these types of images available to you, there are a few other options. Google can scan your website and look for eligible images that already exist on the site. You can also search their free stock images by entering your website URL—Google will pull images related to what it perceives as your website content.
Step 2: Craft Your Ad Copy
Google gives you a significant amount of space to get your message across. Either the short or long headline will be shown in the ad. In most cases, the description will appear as well. Don’t forget to include a call-to-action that will get viewers’ attention!
- 25 character “Short Headline”
- 90 character “Long Headline”
- 90 character “Description”
- 25 character “Advertiser Name”
- Final URL for your landing page
Step 3: Review and Refine
Once your ad is complete, Google will give you a preview link so you can review all of the ad variations. Make sure everything looks good and relays your advertising message appropriately.
Here are examples of some Ascedia ads in all the available formats:
It’s advised to create at least two variations of your ad, so try out different ad copy and/or images to see what resonates with your audience. Another fantastic thing about the responsive ads is that since they are so easy to modify, it allows you to A/B test and optimize throughout your campaign.