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Responsive Google display ad transitions to portrait mode for a better mobile experience

Responsive display ads (RDAs) of the popular automatic display ad type will undergo a major transformation in the second half of this year. RDAs have

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Responsive display ads (RDAs) of the popular automatic display ad type will undergo a major transformation in the second half of this year. RDAs have been the default display option since 2018 and these new improvements are geared toward a better mobile display for advertisers.

Personal photos and videos are welcome now. RDA’s versatility has the ability to bend images for viewing on mobile devices, but Google will allow the use of personal photos and videos.

RDA using landscape image (left) vs. RDA with new image image (right)

Previous options required a landscape or square image while using machine learning to fill in the gaps in mobile ads. This new upgrade should be a welcome option as it gives advertisers more control over the appearance of their mobile phones.

Auto-generated vertical video. If you’re an advertiser and don’t have vertical videos handy, Google will now be able to help create these assets for your RDAs. Google leverages machine learning to use existing assets to create vertical video for campaigns.

Google uses “machine learning to speed up the design and iteration process, and you can deliver engaging display ads faster than ever before.”

If you are an advertiser and have strict branding/branding criteria, you may want to view automatic vertical videos before testing, such as Some advertisers were dissatisfied With automatically generated videos within Performance Max campaigns.

Image slicing, powered by machine learning. A unique addition to RDAs is the ability to “uncrop” images via machine learning. Google said this “automatic optimization lets your products shine by scaling seamlessly to fill the available space.”

RDA using different images in the current state (left) vs. RDA using the no-cropping technique (right)

As you can see in the sample image, this appears to be a huge improvement with large, bold images and less white space. This shouldn’t be a problem if all ad sizes are loaded, but it should help those advertisers who are missing sizes.

creative inspiration. If you’re an advertiser looking for inspiration for your assets, Google has a new home for you. Creative Inspiration is a filterable tool that allows you to highlight some of the best ad creatives from around the world.

Filtering includes a useful ‘Ad format’ option to allow browsing by ad type.

For more information about the improvements, check out the full version and stay tuned for more after the May 24 Google Marketing Live event.

Why do we care. Google said its advertisers see “double conversions, on average, when adding a responsive display ad to an ad group with a static image ad.” The additional image size and vertical video support should allow advertisers to deliver more device-specific messages.

The additional filterable Creative Inspiration Hub is a nice touch for advertisers looking for new ideas. In addition, image uncropping is supposed to help advertisers with a mixture of image sizes in their ad groups. These tools should be warmly welcomed by advertisers everywhere.


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About the author

Greg Finn is the Director of Marketing for Cypress North, a company that offers digital marketing and web development. He is the co-host of Marketing O’Clock and has been in the digital marketing field for nearly 20 years. You can also find Greg on Twitter (Tweet embed) or LinkedIn.

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