What is a Responsive Ad?

September 21, 2018

A responsive ad is an innovative format of advertising that has become a global standard over the last few years. It is essentially a more flexible ad format that can be set up to automatically adjust to the viewer’s screen size and device. With some strategic foresight, responsive ads can be created with little time and effort.

Responsive Ad Types

Responsive ads appear as a text ad, an image ad or a native ad, depending on what website and device the ad appears. These ads can appear as a banner ad on one site and then automatically adjust to the dimensions when viewed on a mobile device to optimize for user viewability. With proper setup, responsive ads can be created for large-scale automation across various websites and devices. This time-saving factor is a major benefit of responsive ads as you wouldn’t need to create and launch the many ad formats and variations that responsive ads provide.

Building a Responsive Ad

To create a responsive ad, you would need to create the basic assets including the headlines, descriptions, images, brand logo and a landing page. Once you launch your campaign and have enabled your ads, Google Ads will take a day or two to review and approve your ads for compliance and once approved will automatically launch your ads.

Budgeting and Optimization

Responsive ads are simple to create and easy to maintain. The bid settings for these ads are set at the ad group level as all other ad formats in Google Ads are set.

With over 2 million websites in the Google Display Network, you have a wide variety of options to choose from when optimizing, budgeting and targeting. You can develop a wide variety of creatives that speak directly to the consumer who’s clicking on the creative, and use Google Ads’s robust reporting to help you measure your ad performance and take action to reach your campaign goals.