Google has rolled out three new features for responsive display ads, which the search giant says are going to help you create better ads for the Display Network and get stronger insights into their performance.
You can read Google’s announcement in full at Google Ads Help but here’s an overview of what’s changing with responsive display ads and what it means for your advertising strategy.
Introducing video assets for responsive display ads
According to Google research, 60% of shoppers say online video has given them ideas or inspiration for their purchases. This is very much the idea behind video assets for responsive display ads, which allow you to add up to five videos from your YouTube account.
Responsive display ads are an automated ad format where you upload multiple headlines, images and other assets. Google will then find the best combination of assets based on its own testing and hoards of user data.
Now, you can also add up to five video assets to your ads and Google will help determine which piece of footage is going to get the best results.
All you need to do is create a responsive display ad and you’ll see the option to add up to five videos under the Images and logos field (as shown above).
Simple as that.
Get new insights with the combinations report
While Google’s machine learning technology powers responsive display ads to find the most effective combination of assets you provide it, it’s not always easy to understand why a certain combination works and how you can apply this to other ads.
So Google has rolled out a new “combinations report” which aims to give you more insights into why certain combinations are working and learn from these successes. The idea is to help you better understand the performance of your responsive display ads, come up with new creative ideas for assets and apply your learnings to new campaigns.
To access the combinations report in Google Ads, click View Ad Details in the Ads Table, then select the Combinations tab.
Create better responsive display ads with the ad strength scorecard
To help you start creating better responsive display ads right from the beginning, Google has also introduced “ad strength” score cards for the ad format. This gives you an idea of how strong your responsive display ads are, before you send them live, and it also offers suggestions on how to improve your score – so you can create more effective ads every time.
You’ll find the ad strength scorecards shown above the ad preview in Google Ads.
Responsive display ads are a great format if you’re not sure exactly what your best ad copy and assets might be. They give you a workable option to test variations and you’re essentially getting Google to do all the hard work for you. The downside is you don’t get control over this process or the same level of data you would from testing these variations yourself but responsive display ads can get you workable results in a much shorter time-frame.
In an ideal world, it’s still advisable to refine your assets, test variations yourself and craft the best-performing ads for yourself.
Sadly, we don’t always get to live in that kind of world and formats like responsive display ads are there to help when you need a little automated performance boost – and these new features should help you get results faster in such cases.