Digital Marketing

What Are Responsive Display Ad Campaigns And How To Set Them Up?

Utilizing responsive display ad campaigns lets you stand out from your competitors in the digital world. These campaigns help improve your audience engagement and drive more traffic to your site.

If you are a business owner who wants to improve your digital presence to reach a wider audience but does not have the time and skills to create unique ads for your business, responsive display ad campaigns can certainly help you.

These graphic ads are responsible for adjusting all your uploaded visual assets to match ad spaces. Doing this ensures that more of your ad campaigns are displayed online.

With responsive ad campaigns, you only need to upload the right visuals and type in the necessary details, and Google will be responsible for ensuring your ad campaigns fit the right spaces to make noise online.

With more businesses establishing their presence online and utilizing paid ads to expand their reach, it’s getting more challenging to reach and engage with the right audience. I feel that my ad campaigns aren’t better than my business competitors, and the traffic to my website is also not performing well. What should I do?

Here is where responsive display ads come into play. Responsive display ads can help businesses stand out with unique and creative ad campaigns.

Let’s talk about what they are and how to create successful ads and run them to improve your online engagement.

What are Responsive Display Ads?

Responsive display ads are graphic ads that automatically adjust the ad’s appearance, size, and format to fit into the ad space provided in the Google Display Network. These display ads also let you add visual elements to unleash your creativity.

The following assets are important to get you started with your business’ responsive display ads:

  • 15 images
  • 5 descriptions
  • 5 headlines
  • 5 logos

The Google Display Network’s responsibility is to compile all these assets into different ad unit combinations.

Benefits of Utilizing Responsive Display Ads

If you think responsive display ads are similar to the standard ads online, you got it wrong. Utilizing responsive display ads offer you the following advantages that standard ads don’t:

Helps Reach Broader Audience

The main advantage of responsive display ads is helping businesses broaden their reach. Because of the display ads’ different asset types and responsive nature, you are capable of reaching a wider audience and increasing your engagement with them.

Another reason behind a broader reach is that your display ads are adjusted to fit any ad space, giving your campaigns more chances of being displayed online.

Easy to Create and Time-saver

Responsive display ads can let you easily and quickly create and launch your ad campaigns, regardless of whether you’re creative or not. You need to upload all your assets, and Google Ads automatically combines and creates ad campaigns based on its algorithm.

Responsive Display Ad Campaigns
Responsive Display Ad Campaigns

Allows Personalization and Differentiation

You can customize your content to your business line with responsive display ads. Personalization can drive better conversion rates and contribute to dynamic remarketing.

Aside from personalization, responsive display ads also allow differentiation with fresh, new, and unique ad campaigns. Your audience will not be bored and tired of seeing the same old ads when they revisit your site.

Setting Up Responsive Display Ads

Setting up your display ad campaigns is simple, following the step-by-step guide below.

  1. Log in to your account on Google Ads.
  2. Look for the navigation menu and click on “All Campaigns.”
  3. Click on the “Display Campaigns” option and choose the campaign where you want to add your responsive display ads.
  4. Select “Ads and Extensions” and click the “Ads” button.
  5. Click the (+) button and choose “Responsive Display Ad.”
  6. Select the ad group where you want to add the responsive display ad.
  7. Upload all visual assets you want to add to your ad campaign and click save.
  8. Fill in other ad details such as descriptions, headlines, landing page URL, and the business name.
  9. Preview the format of your ads.
  10. Click save and launch your ad campaign.

After launching your ad, don’t forget to monitor its performance and upload new assets regularly to update them.

How to Create Successful and Responsive Display Ads

To drive more success and engagement to your responsive display ads, you can follow these steps.

Uploading Logos and Images

Start with uploading 5 logos and 15 images. The more visual elements you upload, your ad will perform better because your top-performing images will continuously display online.

Creating Headlines and Descriptions

After uploading your desired images and logo, don’t forget to click “Save.” You will see your draft ad’s preview, and you can start adding description lines, headlines, your business name, and the final URL for your landing page.

Each section has a maximum character count, making it easier to track each section.

Previewing Display Ads

While adding details on each section, there is an ad preview pane you can scroll through to see how your ad campaign will look in different ad spaces and formats. Google indicates which ad will run and perform the best as you add more data.

Including a Call to Action

After adding all the necessary details, don’t forget to click “More Options,” where you can add a CTA text to your ad campaign. Each campaign goal has its corresponding call-to-action to help improve your digital marketing and audience engagement.

After adding a call-to-action, select “Add to ad group.”

Testing and Optimizing

The best way to check whether your ad will perform well is to test and optimize it. It’s recommended that you take a cohesive look at your ads to evaluate and target concerns you need to address.

Uploading several ads is also a good way to test and compare which ad is performing the best for your audience.

Helpful Tips for Setting Up Responsive Display Ads

To ensure that you create the best out of your responsive display ads, here are some helpful tips to help with your ads’ success.

Upload at least 3 to 5 Images

The minimum number of images you upload should not be less than 3 because the more images you upload, the more variety your ad campaigns will have. This also gives Google more options in combining multiple ad assets.

Be Mindful of Aspect Ratio for Images and Logos

The correct aspect ratios for images and logos can help Google fit them into your ad campaign accordingly.


Generally, there are two aspect ratios allowed by Google for image assets. These are:

  • 1.91:1 for landscape
  • 1:1 for square

Google’s requirement is for one of your images to have a 1.91:1 aspect ratio. The rest of your images can have either between the two.

You should also note that all landscape images should be at least 600×314 in size, while square photos should be 300×300. After uploading your images, Google automatically resizes them to fit certain ad spaces.


On the other hand, take note of the appropriate aspect ratios for logos:

  • 4:1 for landscape
  • 1:1 for square

If you plan to upload only one logo, it should have an aspect ratio of 1:1. When uploading logos, it’s recommended to upload landscape photos sized to 1200×300 and square photos sized to 1200×1200 to ensure their highest quality when they appear on your ads.

Create Variations for All Responsive Ads Assets

Creating responsive display ads offers greater versatility and flexibility to impress your audience. You can upload and add different visuals and other assets to measure which asset works best.

The responsive ads manager allows you to modify your headlines, descriptions lines, business name, your CTA, and other visuals.

Utilize Responsive Display Ad Campaigns Wisely 

Responsive display ad campaigns let you reach a broader audience without being professional at creating ads. All you have to do is upload the right visuals fill in the necessary details, and let Google do its thing.

These ad campaigns are fast and easy to create in just a short amount of time. Utilize responsive display ad campaigns and let Google help you grow your business and improve its digital presence!

In the comment section below, let me know whether you have experienced using responsive display ad campaigns and how the experience was for you.

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