Responsive display ads

Responsive display ads are display ads that Google automatically assembles from separate elements you supply: images, logos, headlines and descriptions. The system combines and adapts the format so that your ad fits into virtually every available space on the Google Display Network.

How do you set up responsive display ads?

Instead of designing one fixed banner, you supply a set of building blocks. Google automatically tests which combination of image and text performs best per placement, similar to how responsive search ads do this for search ads. That saves production work and gives maximum coverage, because you no longer have to have dozens of banner formats designed separately.

The risk of too much automation

Convenience has a downside: you hand over part of the creative control. The algorithm optimises for clicks and impressions, not necessarily for the message your brand wants to convey. The supplied ad copy and images must therefore each hold up on their own, because you do not know in advance which combination will be shown. Weak building blocks produce weak ads, however clever the automation is.

Why we steer on input quality

Responsive display ads are only as good as what you put into them. At Customer Impact, we therefore devote the most attention to sharp headlines, clear images and an honest promise that suits a B2B audience. We let the algorithm combine, but we ourselves ensure that the outcome fits your positioning and ultimately delivers customers, not just cheap impressions that pad the reporting.