Media Format: Responsive Display Ad

Responsive Display Ads are banner ads that are built automatically from a library of images, text, and sometimes video.

Unlike Banner Ads, with Responsive Display Ads, you can creative thousands of ads automatically by updating this library of assets.

These three ads are made from a single Responsive Display Ad

Take good care to remember this dynamic nature of the ads. You may need to think about all of the copy and image assets independently…That is: you can’t be sure that your description will show with your headline, or even that it will show at all. So write everything independently in anticipation that Google will be shuffling them around and trying many permutations of the ad.

Elements

Images

Can add up to 15 images!
Images can be either square (1200×1200) or wide (1200×628)

Headlines

Can add up to 5 headlines
Maximum length: 30 characters each headline

Long Headline

Shown rarely in cases where the ad format can support more copy.
Only room for 1 long headline
Max length: 90 characters

Descriptions

Shown below the headline in many ad formats
May not be shown at all in some formats
May even be truncated in rare cases
Max length: 90 characters

Logo Images

At least one square logo (1:1 ratio) and one wide logo (4:1 ratio)
Can add up to 5 total logos. (useful if a client has multiple logo mutations/formats and we are curious about which might work best)

Business Name

Required. This may appear in certain layouts of the ad, but not always.

Videos (optional)

Did you know Responsive Display Ads can contain videos?? It’s true. We don’t use this feature often, but perhaps we should. Videos will start muted, so try to think of them as moving pictures rather than commercials.