Why Google’s Dynamic Responsive Display Ads Matter

Responsive Display Ads are like one type of cake, that fits in many pans. This means that you have an ad that automatically adjusts its size, appearance, and format to fit available ad spaces on the Google Display Network, Gmail, and Youtube.

Responsive Display or Dynamic Display Ads are a mix of image, video, and dynamic remarketing. Google will look at the available ad inventory as well as what ad asset combination is working best to determine the best ad to show.

Since cake is now on our minds, let’s keep rolling with this cake analogy. Think of it like this; a dynamic display ad is like cake batter in a round pan. It could be chocolate,  vanilla, or carrot but it is always going to fit in that round pan. In this case, the cake flavors are the 5 headlines, descriptions, images, and videos. Google will automatically fill in a description, headline, and visual asset that is catered to a specific user. This means that Google will mix and match all of your assets for you.

Dynamic Responsive Display Ads are great for remarketing

Dynamic remarketing let you show previous visitors ads that contain products or services they previously viewed on your site. These ads respond to a user’s behavior –after visiting a website. Google will re-engage the user, by serving personalized ads, across many different websites, ad types, and ad sizes.

Some more reading to get you motivated

Why should I be using Dynamic Display Ads over Static or HTML5 Ads?

  1. It saves you time, by having Google’s machine learning shuffle assets to build and optimize multiple ads.
  2. Easy user interface to create moving ads.
  3. You don’t need a developer to create or edit ads.
  4. Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ad will show.
  5. The Google Ads product recommendation engine will pull products or services from your feed, determining the best mix of products for every person ad based on popularity and what they viewed on your site.

Tips On Creating Effective Responsive Display Ads

Looking to create responsive display ads of your own? Google has compiled a series of guidelines based around the three critical elements of image, message, and design. You can read the guidelines here

Still have questions? Leave a comment or give us a shout, we would love to hear from you.


In addition to her work at Akers Digital, Kayse Brunell is a softgoods and marketing guru at Pit Viper Sunglasses. She has a passion for analytics marketing, skiing, and spending time with her Golden Retriever. She currently resides in Salt Lake City, UT.

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