There are many benefits of incorporating these AI-powered display ads into your digital strategies.
Looking to build high-quality display ads in an instant (and with minimal effort)? Then Google’s Responsive Display Ads (RDAs) are the perfect option for you.
Introduced in 2016, RDAs help businesses with limited resources conveniently publish supercharged display ads across the Google Display Network. Using machine learning technology, Google automatically generates numerous variations of display ads—derived from visual and textual assets advertisers have provided themselves.
With the promise of increased efficiency and enhanced ad performance, RDAs are appealing concepts to small and midsize businesses (SMBs). But while they’re not everybody’s first option, pursuing this ad format is considered a worthwhile investment, especially to burgeoning enterprises. Here are some of the reasons why you should give RDAs a try:
RDAs promise a quick turnaround. RDAs are a suitable choice for businesses that are working around tight deadlines and want to produce display ads pronto. No need to wait for weeks or even months to put your campaigns out in the open. Through RDAs, you can roll out your ads in a matter of minutes. Aside from speeding up the process of campaign development, they save the company a lot of time, effort, and resources as well.
They don’t require additional manpower. For businesses that don’t have the expertise and the resources to build compelling display ads in an instant, RDAs are the perfect alternative. Compared to standard display ads, creating RDAs doesn’t require an in-house design department or multi-personnel development team. All you need to do is upload basic elements, such as logo, headline, description, and images on the Google Ads platform. It will then help you produce compelling display ads and identify the most profitable placements across the Google Display Network. You can also access Google’s library of images if you’re low on resources.
They harness machine learning power. Google’s machine learning features support targeting and bidding of RDAs, making them equally competitive with standard display ads. RDAs make use of the software’s optimized targeting features, which help get your ads in front of audience segments that are most likely to convert. Furthermore, they make use of smart bidding. This automates bidding processes based on machine learning algorithms and data, ensuring you make calculated and profitable decisions even if you’re just using RDA campaigns.
They don’t require manual adjustment. The best thing about RDAs is that you can choose the option of automatic adjustment on your Google Ads account. For instance, your in-art copies and visual elements can automatically resize to conform to available formats or placements. No need to manually adjust these display ads, which can eat up your time and require additional resources. With RDAs, it’s entirely up to Google’s machine learning algorithm to determine which placements generate the best results for your campaigns.
You can keep a close eye on each asset. While most analytics tools measure performance as a whole, RDAs let you keep track of the performance of each asset of your campaign. You get to find out which piece of your campaign is generating the most revenue and which one needs some tweaking. You can monitor your progress through View Asset Details in the Ads & Extensions feature in Google Ads. This shows you the asset type and a rating of its performance ranked from Learning to Best. Indeed, knowing how each campaign element performs helps you refine your strategy to achieve optimal results.
While RDAs can yield impressive results for businesses, it should be noted that they don’t generate the same amount of quality traffic, impressions, and conversions as standard display ads. But for burgeoning businesses that want to roll out an ad fast, RDAs are well worth considering.