Google Advertising has recently discontinued legacy display ads on its platform, and replaced those ads with their new responsive display ads. Responsive display ads, first created in 2016, combine the informativeness of text ads with the visual appeal of banner ads. One benefit for Google advertisers is that RDA are eligible for a higher percentage of inventory, so advertisers have been running RDA alongside more traditional ad types, and have been seeing higher delivery and spend numbers because of the interactive new RDA.
- Google’s new responsive display ads are a smart innovation, and advertisers should be eager to make the switch to them.
- Responsive display ads require both a short and long headline (one will be used for each appearance), a business name, and a description.
- After taking the opportunity to update visual and textual assets, just click a button to approve the running of these new ads.
“Responsive display ads are Google’s answer to text ads that just didn’t show enough and to banner ads that just didn’t say enough: These ads contain both visual and textual creative assets.”