Responsive Display Ads
Display Ads appear on over 35 million websites and apps and automatically adapt to any ad space. They’re perfect for boosting your brand visibility!
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Vitaliy
- | Updated on: April 16, 2024 | Published on:
Google Display Ads
What are display ads?
Display ads is a broad category of adverts that include images and videos. Images can be static (JPG) or animated (GIF).
This type of ads shows on the so-called Google Display network, which covers millions of websites, apps, videos and Google owned properties such as Gmail and YouTube.
Types of Display Ads
There are two types of display ads:
- Uploaded Display Ads
- Responsive Display Ads
Uploaded image ads can be static JPEG or animated GIF files.
Responsive display ads are built using either static images or videos. Animated GIF images are not supported.
Uploaded Image Ads
This type of display ad is essentially a static banner, which is tailored to specific placements – your ad can show as a square or rectangular image, depending on the place where it shows on the website/app. There are currently 20 different types of uploaded display ads plus 8 more regional variations.
This type of ad gives you full control over how your ad is displayed. On the other hand, preparing 20 different ad variations is time consuming and is not always expedient. That’s where responsive display ads come in.
Responsive Display Ads
This type of display ad is essentially a static banner, which is tailored to specific placements – your ad can show as a square or rectangular image, depending on the place where it shows on the website/app. There are currently 20 different types of uploaded display ads plus 8 more regional variations.
This type of ad gives you full control over how your ad is displayed. On the other hand, preparing 20 different ad variations is time consuming and is not always expedient. That’s where responsive display ads come in.
What am I Charged for With Display Ads?
With most display ads you will be charged every time a user clicks on your ad. The good news is that the cost per click on the Google Display Network is a lot lower than on Google Search and for the same budget you can purchase a lot more traffic!
When Display Ads Are Used?
Display ads have phenomenal reach! Google claims that its display ads reach up to 90% users worldwide, giving you access to audiences that no other Display Network will ever have.
Display ads are used to build brand awareness. In some cases they will also generate specific conversions, such as purchase, or form submissions, but this goal is secondary to getting top-of-mind awareness.
Frequently Asked Questions
Display ads, in general, perform more of a supportive role in our digital marketing campaigns. Their primary function is maintaining brand visibility and brand awareness. Yes, you can expect conversions from a display campaign, but in 9 cases out of ten, cost per acquisition (CPA) for display ads will be higher than average.
The main advantage if this type of ads is that you need to upload images in two aspect ratios and the system will automatically fit your ads to respective placements. The image dimensions are: landscape aspect ratio 1.91:1, 600 × 314 px (min) and square aspect ratio 1:1, 300 × 300 px (min).
Responsive display ads are dynamic, meaning that the system takes the two images that you upload and creates multiple ad variations and ad sizes. In contrast, upload ads always remain of the same size, and therefore provide more control over your ads.
For lead gen clients, we recommend allocating no more than 10% of the total budget to display ads. For e-commerce businesses, try with 20% to retarget past visitors, and then adjust as necessary.