Responsive Display Ads (RDAs) have become the default option when creating a new display ad in Google Ads. Nevertheless, many advertisers are hesitant to embrace them, despite the increasing importance of automation for maximizing account performance. So, what are the advantages of using RDAs, and why should advertisers make them a priority?
Understanding Responsive Display Ads
Before delving into the benefits of RDAs, let’s briefly discuss what they are and how they differ from standard Image Ads.
The primary feature of RDAs is that, unlike Image Ads, advertisers don’t need to supply Google with multiple-sized versions of their display ads. By creating an RDA, your ads can appear in an almost unlimited number of placements. This not only saves resources by eliminating the need to create different-sized ads, but you can also include video assets. Google then determines which text, image, or video asset should be used and how best to present them based on the individual viewer’s signals.
Reasons to Start Using Responsive Display Ads
While the time and resource-saving nature of RDAs appeal to most advertisers, their strong conversion rates are often overlooked. Although using RDAs doesn’t guarantee improved conversion rates for your display campaigns, many advertisers report seeing positive results.
After running RDAs alongside Image Ads, a noticeable improvement in display campaign performance has been observed. Impression volumes have increased significantly, and more importantly, conversion rates have improved. In one account, RDAs achieved a 0.37% conversion rate compared to 0.12% for static Image Ads. Cost per conversion was also 118% lower for RDAs compared to Image Ads.
These results can be attributed to several factors:
- Expanded reach: Since RDAs can fit any ad size available, advertisers receive more opportunities for their ads to be displayed compared to fixed-size Image Ads. More impressions lead to more clicks and, subsequently, more chances to generate conversions.
- Google’s preference for RDAs: Although there’s no official statement, many real-life accounts suggest that Google prioritizes RDAs over Image Ads. If you don’t have an RDA variation for a placement, an advertiser with an RDA variation is more likely to be chosen.
- Machine Learning Optimizations: Google’s Machine Learning selects the best ad combination in real-time based on performance history, asset content, and target audience. No matter how skilled a PPC specialist you are, you can’t apply such detailed optimizations for every single impression your ads receive.
Your Next Steps to Incorporate Responsive Display Ads
Now that you understand the value of including RDAs in your PPC strategy, follow these three steps:
- Test RDAs against Image Ads: Log into your account and add RDAs to your existing display campaigns. The RDA setup provides helpful guidance when creating your ad. Fill in each field and pay attention to the Ad Strength bar, which offers suggestions on additional assets.
- Evaluate Ad Format Performance: After accumulating sufficient data, compare the performance of your RDAs and Image Ads. You should see an increase in impressions as RDAs unlock new placement opportunities that Image Ads alone couldn’t access.
- Attend a Relevant Conference: To learn more about RDAs and discover best practices, consider attending industry conferences such as Hero Conf London. These events will cover topics such as how to maximize control over your ads’ appearance, selecting text assets, and choosing the best images.
While reporting data for RDAs may be limited (e.g., you cannot see the exact ad combination that generated a conversion), the overall performance benefits of RDAs are undeniable. Simply adding an RDA to your existing display campaigns can enhance your campaign reach and performance, requiring minimal effort after ad creation.
Don’t let hesitation hold you back from leveraging the power of Responsive Display Ads. By incorporating RDAs into your PPC strategy and following the suggested steps, you’ll be better positioned to achieve higher conversion rates and make the most of your advertising budget. Stay ahead of the curve and start optimizing your display campaigns with RDAs today.