Responsive Display Ads (RDAs) will undergo a major
transformation in the second half of 2022 — connecting creativity and advertising — to provide a better mobile offering for advertisers. It's part of Google's strategy to bring more
creativity and automation into advertising.
With responsive display ads, marketers upload images, headlines, logos, videos and descriptions.
The platform automatically generates ad
combinations for websites, apps, YouTube, and Gmail.
Jerry Dischler, vice president and general manager of Ads, provided a brief description of some advancements that Google executives will
talk about during the Google Marketing Live event later this month.
"Deploying masterful creative is only part of the equation for effective advertising," he wrote. "Deciding where your ad
shows up is also critical. Success at this phase requires connecting your story with new and existing customers around the world, while measuring the performance of different ad types."
He
called automation tools for campaigns a "pillar" of Google's product roadmap. These tools will enable marketing teams to invest more resources in creative storytelling and less in the operational
tasks associated with ad placement.
Google's mobile-first layouts can accommodate any portrait image or video asset, and automatically generated videos will help marketers access full-screen
mobile ad inventory.
The image sizes are altered automatically to accurately display on mobile devices. Marketers who do not have access to vertical videos can rely on Google to create those
assets for RDAs by leveraging machine learning.
Marketers can use machine learning to speed up design and iteration processes to quickly deliver engaging display ads by uploading
images videos, and headlines. The platform automatically creates and tests ad combinations that fit millions of possible ad placements to deliver better results.
Early tests shows that
advertisers that use this technique see two-times more conversions, on average, when adding a responsive display ad to an ad group with a static display ad.
Advertiser looking for inspiration
can visit the Creative inspiration hub that houses tools and ideas.