What responsive display ads are and what benefits do they offer

Abdul Rimaaz
5 min readJul 20, 2021

What are responsive display ads, when to use them, and what are their benefits? Find out all the details on the SME Blog to start your Google Ads campaign.

Google Ads offers two types of advertising campaigns: Search and Display . Search ad campaigns are text-based, appear as promoted ads at the top of Google results, and change depending on the keywords or search terms used. They also often advertise a click-to-call button or encourage actions such as visiting a website, making an appointment, or ordering a product.

When it comes to display ads, we’re referring to a slightly different campaign. Let’s find out what it is and what responsive display ads are specifically.

What are display ads

The display ads are visual ads that, in general, include a graphic or a catchy video to attract public attention.

Search campaigns aim to target people who are already looking for similar businesses, and are useful in the buyer’s decision phase (i.e. when the user is ready to purchase those products or services). The display campaigns instead help to expand their audiences and create brand awareness. This means that — instead of being triggered by keywords like Search Network campaigns — Google will place your ads on the websites, videos, and apps where your selected target audience spends their time.

A display campaign is ideal for a business that wants to reach new customers, get their name out there and increase brand awareness . It therefore has a different objective than a search network campaign, which is generally oriented towards conversions.

According to Google, the Display Network offers more than 2 million websites, apps and videos where your ad can appear — more than enough to find your ideal audience. It also shows ads to your ideal customer by letting you choose particular targets.

Responsive display ads

When you create a new ad, you are asked if you want to upload an image (within the supported sizes and formats) or create a responsive ad . A responsive display ad is a collection of images, text, and headlines . Once Google has these elements, it will automatically generate several ads to show on the Display Network.

With responsive ads, Google can test the success of different combinations, so it can focus on the most effective “mixes”.

Responsive display ads are so defined precisely because they automatically change content to ensure the audience isn’t shown the same ad over and over again. This solution is often used because you put your content in Google’s hands for optimization, which can increase performance.

Adaptable display ad, features and strengths

Responsive display ads can consist of several text elements:

· Short title

· Long title

· Description

· Commercial name

In addition, they can contain a logo and an image or video.

Responsive display ads can be used for both regular display campaigns and smart display campaigns. The latter are a great solution for smaller businesses that don’t have the resources to run standard display ads. The requirements for creating the latter can in fact be onerous, as it requires a large variety of images of different sizes and a design team. With responsive display ads, all you need to get started is a couple of high-resolution images and a logo — the size and format automatically adjust to fit different ad placements on the web. ad display responsive can appear as a text ad within a mobile app and as a banner ad on a site.

Finally, Google allows through the ad effectiveness evaluation form to obtain feedback on the setting of responsive display ads before their publication. This feedback provides an overall rating and suggests actions you can take to improve ad strength.

4 reasons to use display ads

What are the reasons why you should use display ads? The main ones are four:

· More visual product or service

· Awareness

· Longer sales cycle

· Niche markets

More visual product or service

Display ads can include images and videos , a feature not found in search ads. In this way one can aim at promoting consumer products and services that rely heavily on visual demonstration. Not only that: display ads also work particularly well with visual digital assets such as videos, ebooks, infographics .

Specifically, Google has made it easier for advertisers to create video campaigns, especially for those who can leverage existing video creatives. Such a display advertising option can be extremely beneficial as people are more likely to engage with video content than text ads or even image ads.


The marketing funnel is made up of multiple distinct stages, and display ads target those who are still in the discovery (or awareness) stage. This is why the display network is able to create demand for a product or service. In fact, it allows you to cultivate a feeling of desire and need, instead of immediately capitalizing on a need that already exists. By using Google’s targeting options and appearing on sites that are popular with your target audience, you can quickly increase brand awareness before moving on to high-intent search engine advertising.

Longer sales cycle

Display ads are ideal for anyone who hasn’t thought about buying yet . In practice, they target potential customers who consider buying a certain product or service. In that context, you need to make sure your brand stays first for potential customers as they make their decision, which is done through digital advertising strategies such as:

multichannel marketing , and therefore the dissemination of paid messages to potential customers on multiple devices on a variety of digital marketing channels

omnichannel marketing , which provides a seamless user experience across all channels relevant to the buyer’s journey, allowing them to progress through the entire marketing funnel

retargeting , and therefore showing ads to anyone who has interacted with your brand in the past

Niche markets

Display ads are critical for niche markets because they increase brand awareness on sites in the same industry . In fact, keywords and ads are matched to relevant web pages, which hypothetical customers are already visiting.

Best practices for responsive display ads

Here are some best practices to consider to get the most out of your responsive display ads:

· Provide as many headlines as possible — the more headlines, the more opportunities to get more relevant, performance-boosting ads

· try highlighting additional product or service benefits and features or highlight shipping and return information

· create titles of different lengths

· add at least two different descriptions

Manage your online advertising campaigns with Web Digital Media Group

To independently manage your online advertising campaigns, you can rely on Web Digital Media Group. Specifically, you can create:

Ads on Google and Bing

display ads using the Google Display Network (a network that includes more than 2 million sites and apps and reaches over 90% of users)

Adv on Facebook and Instagram

Just decide which channels to use, the target you want to reach and the products / services you want to promote. The service provides you with images and keywords, while the budget and duration of the campaign are at your discretion. By accessing the Customer Area, you can then monitor the results. And always keep an eye on which adv works the most.



Abdul Rimaaz

MR ABDUL RIMAAZ is a Director from Hemel Hempstead. This person was born in March 1983, which was over 37 years ago. MR ABDUL RIMAAZ is British and resident in