Google has recently introduced a new ad format called Responsive Display Ads for the Google Display Network(GDN). It came in as a great relief for advertisers as Google announced that it won’t support the flash ads beyond January 2017.

Responsive Display Ad Guidelines:

A typical responsive ad template would look as shown in the image below:

Responsive Display Ads

  • Short Headline: This is the first line of the ad and it will appear particularly in places where long headline cannot appear. Short headline allows us to use upto 25 characters and this may appear with or without the description. Hence, we should give very great attention to detail and make sure our USP is mentioned in it. Our message should be clear even when nothing is shown along with it.
  • Long Headline: This is the first line of the ad and it appears only on larger ads instead of the short headline. Long headline allows us to use upto 90 characters and same like short headline, it may or may not appear with the description. Another thing to note about the long headline is that, the length of the headline rendered depends on the website it would appear and hence, we should make sure that important message is clearly mentioned in the beginning itself so that our ad would be effective enough.
  • Description: The description adds up to the headline and allows us to use about 90 characters. It should contain additional message that has not been given in either short or long headline so that it adds greater value to our ads. Again the length of the description rendered depends on the website and hence important message should be clearly mentioned in the beginning of the description.
  • Business Name: The business name is the name of your business or the brand. It allows us to make use of upto 25 characters in length. In certain layouts, it would appear along with the text ads and hence it may reinforce our brand identity or help in building the brand.
  • Images: Responsive Display Ads allows us to add an image along with a logo. The aspect ratio of the image and logo should be as follows:
  • Image Aspect Ratio – 1.91:1 (landscape). Dimensions: 1200×628 (suggested), 600×314 (minimum). File size: 1MB limit.
  • Logo Aspect Ratio – 1:1 (square). Dimensions: 1200×1200 (suggested), 128×128 (minimum). File size: 1MB limit.
    If you don’t want to run responsive display ads due to branding or not able to put the message across properly, then there’s an option to always switch back to expanded text ads as shown in the image below.

Expanded Text Ads

Final Thoughts:

With the steady rise in the number of mobile users, we can expect more and more advertisers jumping on to catch their attention by joining the Google Display Network. The responsive display ads, when implemented properly, will pay very huge and rich dividends to the advertisers as it adapts to the environment automatically. If this isn’t reason enough to test them in your own accounts, consider the time-saving benefit of being able to input one set of creative, instead of relying on a designer to format multiple ad variations. Responsive Display Advertisements have indeed made the life of the advertisers easier and hence my suggestion is to go for it.