Is there a better way to connect with your audience than to speak their language? Well, no! Display Ads does just that! Simply put, display ads can be the bedrock of a powerful marketing campaign. From having the potential to reach nearly 90% of internet users globally to increasing your marketing efforts’ efficacy, Google display ads can generously surge your brand’s visibility.
With digital ads gaining traction, it is logical to ask the question - “what two main ad formats can be used in a Google display ads campaign?” So, let’s dive straight in and discover the answer to this question to unveil what exactly display ads are.
What Are Display Ads
Ever visited a website and got bombarded with several advertisements? We bet those visually appealing graphics convinced you to click on them, even if it is for once. Those text-based ads or visuals ads are nothing but the result of display advertising campaigns designed to persuade users for taking action. Since they can appear just about anytime on any website, it makes them so much more effective.
In definition, display ads are a type of online advertising that entails visual ads popping up on the websites, typically with a strong CTA (Call-to-Action). A perfect example of how display ads look like has been illustrated below:
Now we know what display ads are and how they look, we should get straight into the discussion of types of Google display ads. Basically, The two most prominent ad formats followed while setting up the Google Display Ads campaign are - Uploaded Ads and Responsive Display Ads.
Although the name says it all, we will still provide you with a tour of these two main ad formats you can use while designing your Google Display Ads Campaign strategy.
Do you have design resources to create your Google display ads from scratch? If yes, uploaded ads might be the good fit for you as it supports PNG, JPG and GIF files. These ads are created outside of the Google Ads display network and allow advertisers to upload their own ads.
However, in uploaded ads, while you have more control over the creatives for your ads, you need to pay attention to the size specifications. It is because every web page is different, and your ad won’t display if it doesn’t meet the size requirements, even if it qualifies for a particular placement.
Since you are responsible for the optimization of uploaded display ads, you need to create different-sized versions of each display ad.
Responsive Display Ads
Well, if designing your ad from scratch seems like a grind to you, responsive display ads are here to make the process easier. In responsive ads, you permit Google to do the hard work. All you are required to do is upload your ad assets, including headlines, images, videos, logos and descriptions, and Google will automatically create display ads for you. Just a couple of high-quality images and logos would also suffice.
A machine learning algorithm is used for the optimal combination of uploaded assets in creating responsive display ads based on the predictions made from your performance history. Moreover, be it native or non-native inventory, responsive display ads allow you to serve in all ad slot sizes, unlike uploaded display ads.
One of the greatest advantages of responsive ads is dynamic remarketing. With remarketing, you can have a second chance to secure a lead by remarketing your product to users who have formerly interacted with your brand.
The Bottom Line
Google display ads have taken off because of their reach and affordability. Remarketing, brand awareness, and prospecting can come with a hefty price tag, but not with Google display ads. These ads can help you define your audience that is not just limited to Google search engine pages. While uploaded ads endow you with greater control, responsive ads are responsible for greater efficiency and scale. So, it’s entirely your call which Google display ad suits your business better. No matter what ad format you select, you need a proactive approach and strategy to manage your advertising account.