This week Google announced that responsive display ads (RDA) will be rolling to advertisers in the coming months. It has been reported that RDA will become the default display ad format.
Working in a very similar fashion to responsive search ads which we touched on earlier Googles RDA will dynamically create display ads by advertisers providing a few simple details about there business. Simply upload up to 15 images, 5 headlines, 5 descriptions, and 5 logos. Then let Googles machine learning technology do the rest. It is designed to test different combinations of your uploaded assets and run with the combinations that are providing the best performance.
Google has reported, that on average advertisers see 10% more conversions at a similar cost per acquisition when using multiple headlines, descriptions, and images with responsive display ads.
It doesn’t stop here though, the new responsive display ads enable new types of reporting, and once your ads are running, you’ll be able to obtain data about how each asset you have uploaded is performing. For example, getting insights about headlines, descriptions or individual images will be a breeze and access this, simply click on Ads & extensions and then View asset details. The performance column will show a “Learning,” “Low,” “Good,” or “Best” rating based on how well an asset performs.
Google has reported that Rakuten Travel drove a 3X increase in sales compared to its standard image ads alone when utilising responsive display ads.
To learn more about Responsive Display Ads, please visit https://support.google.com/google-ads/answer/6363750?