What are the Benefits of Responsive Display Ads?

Running paid ad campaigns for your local home service business can be challenging. Not only does creating effective, eye-catching ads require ongoing attention and mainte­nance, but it also requires design and copywriting expertise — skill sets that most home service companies don’t have the budget for.

And even if you can create high-quality ads that perform, you likely won’t have the capacity or budget to create every possible ad size or type.

That’s where Google’s responsive display ads can help.

Powered by Google’s machine learning technology, responsive display ads offer home service businesses a way to create high-performing paid ads that are automat­i­cally optimized, sized, and formatted for different ad place­ments across the web.

We’ll share some of the specific benefits of responsive display ads, including:

• Efficiency
• Visibility
• Performance

First, though, let’s dive deeper into what this feature is and how it works.

What are responsive display ads and how do they work?

According to Google, a Responsive Display Ad is ​“an ad that automat­i­cally adjusts its size, appearance, and format to fit available ad spaces on the Google Display Network.”

Before responsive display ads, businesses used tradi­tional display ads, which required creating ads individ­ually for different ad place­ments by resizing images and refor­matting the ad elements. Now, with responsive display ads, you simply upload multiple assets (images, headline text, logos, and descrip­tions). Google then deter­mines the most effective combi­na­tions of your assets to build ads that are automat­i­cally sized and formatted for various place­ments within the Google Display Network.

When uploading assets for your ads, you can include up to:

What are the benefits of using responsive display ads for my HVAC/​Solar company?

Efficiency

Responsive Display Ads saves you the time and hassle of testing countless combi­na­tions of images, text, promos to determine which elements perform the best. Google relies on its powerful machine learning technology to test all of your inputs (i.e., assets that you uploaded) and find the combi­na­tions that perform the best.

This testing process occurs when you upload your assets and requires no additional work, research, or reporting on your end. Instead, you simply put your assets in and out comes a fully optimized ad that is most likely to perform well. Plus, you can view all of the data from the Google-generated tests within the asset report in Google Ads. This report shows you which assets perform the best, among other valuable insights.

Compar­a­tively, before responsive display ads, marketers would spend hours creating different ads to see which headlines worked best with which images across different ad place­ments. Then, even more hours would be spent analyzing and comparing the results of each ad.

Now your team can spend less time testing and reviewing data and more time responding to customers who found you via our responsive display ads.

Visibility

With this new ad format, you get much more visibility because you automat­i­cally get ads that are sized and formatted for various ad placements.

This means that you can reach customers in more places throughout the web with ads that are optimized for native, text, and even banner ad spaces. More placement means more potential customers will see your ads, which can make all the difference, especially given today’s increas­ingly compet­itive landscape for local home service businesses.

And remember, all of those unique ads are generated automat­i­cally, with little to no work required from your staff.

Responsive Display Ads are Optimized to Perform!

Perhaps the biggest benefit of responsive display ads is that they’re optimized for perfor­mance. Because Google tests every possible combi­nation of your assets, using responsive display ads takes out all of the guesswork associated with creating ads that generate revenue.

In fact, Google’s internal data suggests that ​“On average, adver­tisers see 10% more conver­sions at a similar CPA when using multiple headlines, descrip­tions, and images with responsive display ads (versus a single set of assets).”