Responsive Ads on Google AdWords

Overview

The responsive, dynamic ad format for Google remarketing is having a big impact in the automotive sector.  Designed to be readable and compelling on any device, responsive ads have a far greater reach than static image ads and offer car dealers a way to promote their stock to both existing clients and new prospects.

How do responsive ads work

To create responsive ads, you first have to add a number of assets to adwords. These assets include up to four different images, short and long headlines a description, business name etc. Responsive ads are created by combining one or more of these assets depending on the ad size and format in question.

In the first example below, AdWords is using the square image, the long headline and the business name.

In the example above, AdWords is using the large landscape image, the square logo, the short headline and the description.

In the example to the left, AdWords uses the product images updated from the product feed uploaded into Google Business Data, the small logo, the promotional text and the price prefix “Only”.

In our final example, Adwords uses the product images updated from the product feed uploaded into Google Business Data, the small logo, the promotional text and the price prefix “Only”.

Why are agencies not using them so much?

Display/remarketing campaigns take a lot of work and require graphic design resources that pure search agencies often don’t have in-house.

Creating the images required for responsive ads can be a headache and a challenge because they have to look good on a huge variety of devices and channels. To achieve this with just four or even two images only is a real design challenge.

Responsive Ad Image Sizes

Landscape Image

Ratio: 1.91:1

Min Size 600 x 314

Rec Size 1200 x 628

Max File Size 1Mb

Example

Context

Square Image

Ratio: 1:1

Min Size 300 x 300

Rec Size 1200 x 1200

Max File Size 1Mb

Example

Context

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Responsive Ads on Google AdWords

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