Which Display Ad Format Adjusts to Available Ad Space?

As a business owner, it’s heartbreaking to spend lots of money on ads with minimal return.

Like every business owner, you want to get the most out of your ads.

If you think about it, who doesn’t?

You want people to know how awesome your product is. You must know which display ad format adjusts to available ad space.

However, sometimes, it’s almost like you’re wasting your time. You’ve tried all the recommended methods that make ads pop, but nothing seems to work for you.

You’ve ticked all the good boxes, but you just can’t get it right. Your ads still perform poorly.

What happens next?

You start doubting yourself. You start asking questions – Do online ads work? Do people care? Do ads get leads?

People care about ads. People want your products. But they want a good reason to buy from you.

Is there something you are missing? Maybe, maybe not.

But here’s the thing, you have to make your ads appealing for people to care.

Use pet food as an example. If a pet food doesn’t taste great, pets take a few bites and abandon the rest.

Sometimes they sniff and take nothing at all.

If the food tastes delicious, pets eat the whole thing and wag their tails all day long.

That’s how people see your ads.

If it’s not appealing, they look and walk away. If it’s interesting enough, they want to know more.

Google launched responsive ads to give you more control over your ads.

Responsive display ads adjust to available ad spaces.

But it doesn’t end there.

With responsive ads, you can still make a lot of mistakes. Obvious, but damaging mistakes.

Your #1 job is to avoid these mistakes.

What are these mistakes? How do you avoid them? What does it mean for your business?

Before we dive in, you will learn the following from this article.

What are responsive display ads?
Responsive display ads best practices.
How responsive ads can help your business.
Summary.

What are responsive display ads?

Responsive display ads are ads that adjust to available ad spaces.

With responsive ads, Google rewards you with multiple assets.

These assets include images, headlines, logos, videos and descriptions.

This means you can twist and turn your assets, and also spice up your business message.

Here’s a beautiful feature. Google uses its Machine Learning technology to adjust your ads based on the performance of your assets.

What does this mean?

It means Google allows your audience to see your best performing ads.

Let’s dive into the best practices to create your best ads.

Responsive display ads best practices

One of the most ignored responsive ad mistakes is paying less attention to your assets.

You can’t afford to be lazy with your assets.

Your viewers want to see your assets combine in harmony. They don’t need the details. They want to see it manifest.

They want to know how your ads make their lives easier.

For you, your return on ad spend is vastly crucial. You want to make sure the money you spend on your ads yields maximum results.

This is why you need to take every detail of your assets seriously.

Here are some practices to consider; and tips to get the most out of your responsive display ads.

Your Headlines

Your ad lives or dies by the quality of your headline.

It’s the part of your ad you can’t get wrong.

A poor headline drowns your ad. A good headline makes it soar.

Google knows this. That’s why they might not show your images and description, but they always show your headlines.

If you want to impress your viewers instantly, you need to write a compelling headline.

It’s a must. It’s an absolute necessity.

But you don’t have to panic. Even to have a keyword in the heading will put a good impact. To have a better keyword related to your heading you can use PPCexpo Keyword Planner to find best and suitable keyword list for your advertisement.

Writing headlines is easy. All you need to do is to speak your audience language. Match your audience language with yours.

This way, they can understand your product or brand in seconds.

But before that, you must avoid these mistakes while writing your headlines.

Arghh! Mistakes. Again?

Yes. Mistakes.

Let’s dive in.

How to write a good headline for Responsive Display Ads

With short headlines, you can spark your audience interest in seconds.

Google allows you to add up to 5 short headlines in your responsive display ads.

Here are the precautions you need to write the best headlines for RDAs

Don’t punctuate the end of short headlines.
Don’t use the same text in a headline and description. Don’t bore your user to death when Google switches up your ads.
Don’t use your business name as a short headline. Throwing your business name straight at your users will put them offss.
Use enough characters to give your product identity.
Spell out your offer: e.g. “Free shipping for 7 days”.
Tell your users what they have to do: e.g. “Buy one, get one free”.
Make your headlines unique and compelling: e.g. “Learn PPC for $10 only”.

Long headlines allow you to add more details about your business to the user. It gives you a chance to tell the user a little more about your offer, and what’s in for them.

2) Your Descriptions

If you have just 30 seconds to tell your audience anything, what would you say?

You will probably tell them how awesome your product/brand is.

That’s what description does.

Your ad description complements your headlines.

Users who are impressed with your headlines move to the description to get additional details about your product or brand.

You should articulate and show your unique selling proposition clearly in your description.

Note: You can add up to 5 descriptions to your responsive display ads.

Good example: Get a car in minutes. Best discounts. No paperwork.

Bad example: Flashy cars. Your travelling isn’t fun without one.

3) Your Business Name

Your business name gives your audience the identity of your brand.

It’s necessary to take several precautions before adding your business name to the responsive display ad.

These precautions include:

Do not use your legal business name.
Use your regular, conversational brand or a subsidiary name. It allows your users to get familiar with your business.

For example: Let’s say your business name is X. The best way to add your business name should be just X, not “X LLC” or “X inc”.

Avoid trademarks, registered trademarks or Copyright symbols in your business name.
Don’t use your registered trademark or copyright symbol as your business name.

Example: Use your Business name X instead of X^TM.

4) Avoid attaching irrelevant information to your business name.

Don’t include information (promotional, bragging) to your business name. Leave your business name clear.

Example: Use your business name X instead of “X- best car dealers” or “X-clear-out sales”.

5) Don’t include hashtags, slogans, HTML tags, irrelevant names to your business name.

Avoid attaching slogans and variable names to your business name. It makes your brand look showy and unprofessional.

6) Avoid irrelevant punctuations and capitalization.

Your brand name attached to responsive ads, should not have any unnecessary punctuation and capitalization.
Your Images & Design

Are your product image and ad design appealing?

Picking a suitable image and design for your display ad is a puzzle. It’s a tough nut to crack.

You may find uploading images easy. You may sketch design here and there and think everything is okay.

It’s not. If you don’t take enough care, you will make mistakes.

I’ve worked with an agency to create ads. Our team needed to create the perfect display ads for clients.

We wanted the images and design to align with each other.

There were lots of trials, errors and mistakes trying to find the perfect image and design ratio.

People failed. People lost their jobs.

However, I learnt a lot from these mistakes.

I didn’t have any choice.

It didn’t stop me. And it shouldn’t stop you either.

There are several ways you can get through creating your images and designs without losing sleep.

Here are the dos and don’ts of selecting the perfect image.

DO THIS

Use the natural features of an image. It makes your brand credible and genuine.
Use highly focused images.
Use visually pleasing images with full colors.
Use a single, non-duplicated image. The image should stand on its own.

These practices are pretty much in your control. They are easy to apply.

The benefits of picking quality images: You are presenting your products or business in the finest way possible – viewers love that!

DON’T DO THIS

Don’t use visually-distorted images twisted at an angle.
Don’t use blurry images: if your products images are not clear, the user walks away.
Don’t use washed images. Washed images diminish the great features of your products.
Don’t use excessively filtered images. Filtered images make your business look unprofessional and childish.
Don’t put too much graphics in your image background. Too much image graphics will distract a viewer from your image.

Using low-quality Images is a huge turnoff. Nothing kills your ads more than a poor visual representation of your business.

This is why you need to avoid these little mistakes while choosing your images.

What makes a perfect responsive display ad?

If you put great thought in crafting your ad, you are sure to have a great ad.

How do you spot a well-crafted display ad? Here are the must-haves.

Strong image that obeys all guidelines.
A compelling headline.
A well-articulated unique selling proposition in the description.
A well-defined business logo provided.

Learn more about technical aspects of Responsive Display Ads here.

How responsive display ads help you and your business

Responsive ads make your life easier.

You can’t afford to miss the benefits.

An ad format that adjusts to any available ad space is what your business needs.

You don’t have to struggle with attracting users or customers to your website. If you get the details of responsive ads right, you can move your business to the next level.

There are several ways responsive ads can help you and your business.

i. It Saves Time

You have a business to run.

You don’t need to spend time adjusting your ads to fit spaces on websites.

You don’t need to sweat on which images, copy or videos are working.

Google Machine Learning is an automated process. It selects your most effective ads and shows them to your audience.

You can walk your dog, or grab a pizza while your ad is performing brilliantly.

ii. Gain Relevant Customer insights

Insights! Insights!…. You should fall in love with insights.

They are the gateway to the ad conversion treasure.

If you know what’s working (and what’s not), you will craft better ads.

Google already offers you insights on how each of your assets is performing.

For example, if you’re a car dealer, you can know which assets (headlines, descriptions, images) are engaging viewers.

It’s up to you to maximize the data from the insights.

But I recommend you make minor adjustments to what’s working and put more effort into what’s not working.

However, before deciding to adjust your assets, wait at least 5-7 days.

iii. Increase Brand Awareness

You want people to know you.

If not, why bother with ads about your brand or products.

Your only challenge is that people don’t care about you or your business.

You have to make them care.

Responsive display ads adjust your ads into a variety of shapes and sizes.

This means you have multiple chances to show your audience how awesome your brand is.

With the ability to tailor multiple texts for different ads, you have greater control. You can control what you want your audience to see. You can also show them their interests.

iv. Write Compelling Business Messages

Google allows you to add multiple headlines.

How does this help you?

It helps you tailor your message for your target audience. Responsive ads allow you to tell your audience about your brand in multiple formats.

Also, Machine Learning technology helps you select the best performing headlines. The technology optimizes your ad performance by selecting your most engaging headlines.

By crafting compelling messages consistently, you can speak to your audience at all stages of the buyer’s journey.

Whatever the advertisement you are using in Google Ads, you need to monitor your ad performance consistently and regularly. PPC Signal is an AI enabled tool which helps to monitor and highlight all the abnormalities in your account along with good going scenarios as well.