Best Practices for Creating Google Responsive Display Ads

Responsive display ads are a newer feature in Google Ads. Responsive display ads can help marketers save time while also improving marketing effectiveness and performance.

What is a Responsive Ad?

Ads that can alter or transform their size to accommodate a wider range of ad units and displays are known as responsive ads.
You may upload your assets (pictures, headlines, logos, videos, and descriptions) and Google will use the information to scale the advertisements to fit practically any ad spot throughout their network, whether it's on mobile or desktop.

Advantages of Responsive Display Ads

1. Create Multiple Different Sizes of the Same Ad
Responsive display ads make it easier to comprehend how they function and provide a number of advantages over classic picture ads. When you upload an image ad, it can only fit into identically sized ad spots. As a result, in order to broaden your reach, you'll need to develop multiple sizes of the same ad.

2. This gives you a broader reach with less work.
As a result, maximizing your campaign's reach across the Google network provides it a huge edge.

3. Automatic Optimization
Another benefit of responsive display ads is that they are automatically optimised. Artificial intelligence is used in responsive display ads to select the best possible versions of your ad. This means Google will test many versions of your advertising and use machine learning to determine which one is the most effective. It prioritises the most effective variants over time.

4. Saves Marketers Time and Effort
Because the optimization process is automated, it saves time and effort for marketers. Google takes care of everything for you, including creating numerous different ads, testing them, and analysing their performance.

These benefits highlight why responsive display ads should be incorporated into your campaigns as soon as possible.

Appropriate Targeting Methods (Using Targeting Options)

Responsive display ads are most effective when matched with the targeting options available in Google Ads, such as:

Make sure your campaign has proper targeting strategies in place to assist maximize budget and guarantee your advertising reach the right audience.

Responsive Display Ads: Best Practices

Best practice #1: Google’s Ad Policies

First and foremost, you must ensure that your ads adhere to Google's Ads Policies. You're probably not going to read them.

Best practice #2: Image Scaling

Advertisers can use Responsive Ads to upload a couple of photos with ads in both square and landscape formats. If you have photographs that are difficult to crop, this can be really useful.

Best practice #3: Upload at Least 3-5 Images

At the absolute least, upload no less than 3-5 photos for responsive display ads, which require a minimum of two images and allow up to 15 assets.

Best practice #4: Ratios for Images

For picture assets, Google allows two aspect ratios.

Best practice #5: File Size Under 5mb

Assets greater than 5 MB shouldn’t be uploaded. If you're uploading a video, there's a potential it won't be accepted since it's too big.

Best practice #6: Avoid Blurry Images

The most important aspect of responsive display ads is the image. It's vital that they appear in the best possible quality. It determines the success of your ad. As a result, make certain that your photographs are as clear as possible.

Best practice #7: Focus Images Around Product and Services

The main focus of your asset should be the product or service you're promoting. Blank space should not take up more than 80% of the image as a rule of thumb.

Best practice #8: Avoid Images with Borders

Your images should be placed at the very edge of the composition, with transparent and square borders (not rounded).

Best practice #9: Avoid Using Filters

You should upload the image assets in their original colour composition. That is, you haven't inverted their colours or used a lot of filters to alter the colour tone.

Best practice #10: Don’t Use Collages

Each asset should have only one image. That is, don't upload any assets that are made up of a collage of images.

Best practice #11: Flexible Logo

Some creative sections will make sure that all of the generated ad versions have the finest possible representation in whatever space they occupy. If all else fails, use the same image but crop it using the crop tool to turn a landscape image into a square or vice versa.

The logo image uploads are square and landscape, much like the image components. If your logo is only square or landscape, consider changing it to fit better in the space or removing a portion of it to make it function better. Your logo should be uploaded with a transparent background, however white backgrounds are allowed as well.

Best practice #12: Ratios for Logos

Logos must have a different aspect ratio than images, according to Google. Logos must be one of the following sizes:

Best practice #13: Space Around Your Logo
The padding, or white space, around your logo should be 1/16th of its size. For those of you who hate math, this means that your logo should be centred with some white space around it, rather than around the edges of your image.

Best practice #14: File Type for Images and Logos

Ensure that your picture and logo assets are in one of the formats listed below.

Best practice #15: Do Not Overlay Logo

Don't put a logo on top of an image you've uploaded. This could result in visual confusion and repetition, as Google will automatically overlay your logo asset over your separate picture assets in some ad layouts.

Best practice #16: Headline and Text Variants

When constructing your ad, write one long headline that is 90 characters or less. The large headline may or may not be accompanied by a description. As a result, double-check that your big headline will work with any of your descriptions. The following are the text parameters for Google's responsive search ads:

Best practice #17: Do Not Overlay Text

Text should not be placed on top of an image. Layouts will vary when assets are automatically combined by Google, so you won't know exactly how that text will appear, and your messaging may become redundant when paired with your title and description.

Best practice #18: Landing Page Matches Ad Text

You'll also need to provide Google with a landing page for the ad to point to, in addition to the assets provided above. The call-to-action on your landing page must match the text in your ad.

Best practice #19: Include Prices, Promotions and Exclusives

Make sure your ad isn't too mysterious. Use your headlines and description to provide as much valuable information as possible. If your audience can make an immediate, informed decision about what you're marketing, they're more likely to click your ad. This covers pricing information, coupon codes, and discounts.

Best practice #20: Dynamic Remarketing

Turning your responsive display ads into retargeting ads is an easy with Google. All you have to do is link your ads to a database of your products and services.

Best practice #21: Do Not Overlay Buttons

Using button graphics in your photos is not a good idea. Use the original image only.

Best practice #22: Avoid Click-Baiting

To define your product, service, or brand, utilise clear, captivating, and simple text in your headlines and descriptions.

Best practice #23: Auto-Generated Videos

The advanced format option in Google responsive display ads allows you to automatically generate videos from your materials. When you select a video, Google will combine your images, logo, and text materials to produce a video.

Best practice #24: Check & Share Previews

Although there are approximately 1 billion possible options for a single ad, previews provide us a sense of what these commercials might look like.

Best practice #25: Advantage of the data

Responsive Google display ads are useful for refining campaigns in addition to being a great way to get your ads in front of more customers. You'll have a clear knowledge of which approaches work best with your brand's specific target audience because the publisher will automatically publish your advertising in various combinations of headlines, descriptions, and images. Your campaign's data and results can also be used for retargeting reasons. You may quickly set up responsive display ads to retarget clients based on their previous browsing or purchasing behaviour, providing relevant content that keeps them engaged with your business.

Best practice #26: Finishing Touches

Google requires you to add your company name, which will display in some versions of your ad, thereby increasing brand awareness. Because the business name must be 25 characters or less, you may need to abbreviate if you have a long name.
The final URL is also essential. This is the page that users will arrive at after clicking on the ad. Landing pages should be related to the advertisement and provide a pleasant user experience.


There is no one-size-fits-all solution for running responsive ads. Your chosen strategy will be specific to your company and target audience. Responsive ads have the advantage of allowing you to learn the best techniques for your brand at any given time. Tech Solutions Pro create campaigns that display across the internet for your most valuable consumers by offering a variety of creative elements (for example, headlines, text, and photos). Your company's audience will grow thanks to responsive display ads, and the results will allow your team to enhance and perfect your digital marketing plan.