Google Responsive Display Ads Tutorial - Google Display Network Responsive Ads Best Practices

Key Takeaways

all right what's up everyone welcome to the Surfside PPC youtube channel today we're gonna be going over Google AdWords display ads and specifically the responsive display ads so as of the summer of 2018 responsive display ads are now the default ad type for display campaigns so whether you're running a display campaign that's driving traffic whether you're trying to drive sales leads even if you're using dynamic retargeting and creating a dynamic feed of ads for your website you're want to use responsive display ads now so it's just the new the new way that Google is going to be able to allow you to upload an image and then upload your your ad copy and they're gonna resize your image into every single different format so you can run it basically across the entire Display Network and it replaces the old version where you used to have to create you know 10 to 20 different display ads you know 300 by 250 300 by 600 you can still do those things but responsive display ads are really taking that over and with responsive display ads you can upload one ad and Google can turn that into basically a hundred different ads between the different ad copy different sizes so I'm going to show you how to do that and the different things you need to keep in mind as you create them so we're in AdWords here now or Google Ads I gotta use the colon at Google Ads now so what we want to do is come here and click on plus a new campaign we're gonna do I always say sales or leads you always want to have some type of goal like that I don't like doing website traffic as a goal so select campaign type it's gonna be display obviously if you're using sales and leads you have to have conversion tracking setup we have a bunch of a bunch of tutorials about that so we're not going to cover that in this tutorial we're gonna be doing a standard display campaign so not a gmail campaign and then you can enter your website here so for us we're gonna be doing it for beachfront decor calm we use that for a lot of our examples here so click on continue and it's gonna be display campaign goal of sales and I'm just gonna do responsive ads tutorial so in a previous video we did it's probably one of our recent ten from this video we talked about all the different targeting options on the Google Display Network so they've changed that like crazy over the years so right now it's it's very based on audience it's very so we kind of talked about all the different things to keep in mind when you're setting up targeting so now we're gonna talk over the responsive ad so assuming you watch that tutorial you have your targeting all set up the next thing you need to do is come all the way down obviously set your bid come all the way down to create your ad so what we're gonna do is click on new ad here and do plus responsive ad so the first thing you need to do is add images you could add your copy here to first but I like to start with the images here so it's gonna scan your website if you enter it so it's gonna pull a bunch of different things from our website this is always good for finding logos I'm especially if they're in the correct size for for what you're looking for but you could also go to the upload section is gonna say select up to two images in two logos upload media should meet our recommended requirements so if you see it the requirement is that they recommend you upload a 1200 by 628 and a 1200 by 1200 and then you can select one as your landscape ad and you can select one as your square ad and just using those two images they can resize them all different ways the minimum required is 600 by 314 and 300 by 300 so at least upload those sizes but highly recommend using the larger images because it ends up creating better ads in the long run where you don't have as much blurriness or anything like that your ads tend to be better if you're using larger images as long as they're not pixelated so logo so it's 1200 by 300 1200 by 1200 or there's some minimum required here 512 by 128 again I would recommend trying to use these larger sizes I have trouble using it sometimes because my logo when I got it is just not that large and kind of hard to recreate and an increase so I use the smaller sizes for logos and then I'll use different sizes for the images I'll show you now so I'm first gonna start and recently used so if you've ever uploaded responsive display ads they're all gonna be in here so you can just quickly click them add them to your campaign and you don't have to worry about anything else so we're gonna come right here we're gonna click on this one I could say use as image and I could use it as my landscape image continue so very simple this one right here could say use as image and it's gonna be for my square image so one by one we're gonna click continue so now we're gonna select logo so we're gonna click on this logo we're gonna do and you'll see images gone now because we already have two and it's also doesn't meet the requirement so we're gonna do logo so this is gonna be our four by one logo so it's 512 by 128 click on continue and last but not least our 128 by 128 logo so we're gonna use that here click on continue so now all we have to do is click on save and we have our images here our logos here and you can see they're gonna keep basically changing our ad out here you'd want to had this as a transparent so you want to use transparent if you have it I'd probably go back and change that but I'm just gonna leave it as is but just kind of just show you how to do it you want to upload your logo two different sizes here I generally use the text on this size and then the square version I just use the graphic and now next you gotta add a short line short headline long headline description business name and your final URL so you can see some of the character counts here I've already written all this stuff out so I like to just open it and I like to use the same ad copy for each of the responsive ads because then I can take you know I can upload three to four responsive ads use the same ad copy and see what performs best if you want to test ad copy you're gonna have to upload the same ads twice and test two different sets of ad copy so just different things you can do to continue to optimize your campaign but what I like to do is just have this all out here so short headline we're gonna come back over here copy paste long headline and copy paste here description and business name so final URL I didn't enter HTTP so just make sure you do that if you have an actual page or sending traffic to we're just gonna send it right to the home page you really want a landing page that's gonna match your ads in your offer so for us you know the best thing for me to do is to kind of have something you know save 20% on beach decor and then when someone clicks on your ad they come over here and they see save 20% site-wide or you have a message up top here save 20% until you know the end of the weekend whatever it is that's the best way to really drive sales using display is to kind of run it during a deal or to give people some type of incentive to buy if you're just kind of saying I mean this probably wouldn't work too well what I'm doing I'm or I'm just saying beachtek or do shop the best coastal and beach decorations but I'm just kind of showing you a broad example the more you can really narrow it down it's it's gonna perform better for you overall so one thing you can do here is you can see key ad formats for a mobile desktop and just kind of scroll through them and see the different ways they look like so it just really depends on where your ad shows up you know what kind of ad version you're gonna get so there's a ton of different things here you can see YouTube you can see desktop ad so I guess it's not showing that desktop ads for Display Network so you can see all these different examples and they're all gonna kind of resize and and show the proper ad and eventually what's gonna happen is as Google gets more data they're gonna show the ad that tends to perform best so there's a little bit of a learning period as you create your ads here but the last thing we want to do is click on more options and add call to action text so for me it's just SHOP NOW there's a bunch here so no matter what kind of your goal was you should be able to find something here so shop now and we're gonna click Add to add group so now we have our first set of responsive ads created so we want to do is create a new ad I want to show you some different ways we can do it so click on images again so one thing you can do is come over to stock images and then just find images related to your website content so just you know add that there they're gonna pull up images that they think are their most related to your website so I have a few that I've used before some of them are going to be very unrelated but you know as you scroll down you should be able to find something you know some of these are pretty good for me let's just pretend I'm using this so maybe I'm selling this bedding set or gonna pretend like I'm setting it selling this bedding set or just bedding in general something like that and maybe maybe bedroom furniture so we're gonna click use as image and now what you can do is use the same image twice like as your landscape and your square so just use landscape you Square click continue so now we're gonna go back to recently used make sure you do your logos as well this is where I'd probably upload a transparent logo I didn't realize this wasn't transparent but alright so we're gonna use this as our logo one by one continue we're gonna use this as our logo for bite one so click on save so now we have know we've used one of their stock images here there's no there's no real downside to using the stock image the only thing is the best thing to have is it's just cohesion so when someone clicks on your ad they come here they see a similar image when they come on to the page you know these ads probably wouldn't perform well but I'm just kind of showing you an example of how to upload responsive display ads you know strategy and doing it for your brand is a whole nother it's something you have to test but the thing I always say is you know if I'm if I'm targeting people for beachtek or the best thing I would want to do is say something like okay I want to target people who have visited maybe the lighting sections of my website so maybe I'm using retargeting or maybe I want to target people you know based on an audience where people are looking for new lights whether it's nautical pendant lights nautical wall sconces and I really want to narrow it down so I use this as one of my ads here so the best bet would be to have someone you know visit this page and then retarget them with this ad and then have them visit this nautical pendant lights page because I know that's what they're looking for so having all that match up you know everything else isn't as important as having that match up so for me if I'm just saying hey let's just retarget to every single person who's ever visit our website with broad ads it's not gonna work as well as kind of narrowing it down so one tutorial we're gonna look to do is a more of a dynamic targeting with the ads so that's something to look out for in the future I get a lot of requests for that so we're going to use the same exact ad copy here so I'm going to quickly add it okay so we have our ad copy here so to some more options we're gonna make sure we do call to action text just to SHOP NOW English and we're gonna click Add to add group so now we have two ads here I like to use at least three and then Google can kind of rotate and test them and see what's gonna perform best for you the more ads you know there there's kind of a limit where you reach but you know if we want to upload five different ads there's no real downside to doing that there might be a little bit more of a testing period but ultimately it's gonna give you the best results that's you know Google can find what ads perform best for you you know if you upload five or you upload three and then you find that okay these two are the ones that are actually driving conversions they're driving you know leads whatever it is that's kind of the ones that are gonna continue to run so last but not least we're gonna add one more responsive out here so three per ad group is kind of a minimum I would recommend and let's just say you have one large image and you need to resize it and you don't know how or you don't know the best way to kind of manage those things one tool I like there's free and paid options is canva so you can kind of see here I use canva to create my YouTube graphics I use it you know for these logos that you see there that's why this one's not transparent actually you can see you know some different designs so what you can do in canva is just use custom dimensions you know 500 by 500 600 by 3 1 4 and if I upload them both here so I have my 600 5 3 1 4 I uploaded the images here and then I just downloaded it a 500 by 500 uploaded the image here just downloaded it so now what I can do is come in here click on images I'm gonna upload those to uh those two images now okay so both these are uploaded so just click use as image one by one and use as our landscape image so now we have these ads selected you just want to come over to the logos so you know you're always going to be kind of in recently used because you're you need to select your logos here okay we're going to use this as logo and this says logo okay we're gonna click on save and then last but not least we'd add the ad copy one more time so I'm going to do that okay so we have the ad copy now we're gonna click more options call to action texts and shop now so now add to ad group and once you have your targeting everything set up your bidding I don't have that all set up you just want to click on create campaign so that's gonna create your first ad group all three of these ads are gonna be in your ad group so you know best practice with display campaigns is to test different targeting against each other test your ads against each other make sure you're optimizing for conversions if you're not able to drive sales one thing you can try our engagement conversions so you know making sure people are going on your website for at least you know 30 seconds or a minute or are at least turning a couple pages so look at different goals because sometimes driving sales can be difficult at first so you want to start with you know maybe trying to drive some engagement and then ultimately trying to drive some conversions so Google Display isn't you know it doesn't perform as well as Google search because you're kind of going after people rather than them searching for you so where someone might say okay I need a new nautical pendant light and they go straight to Google they search nautical pendant lights they click on your ad they come to a page with nautical pendant lights it's different than kind of sending your ad out to an audience and saying hey we know you have an interest in home and garden decor we know you live in a beach town we know you generally buy beach decor so here's some nautical pendant light so those people might you know be looking for a new couch they might be looking for new bedding so reaching people in the right moment on display isn't always easy and you're gonna you know you're gonna find that as you start doing this but make sure you upload different types of response of display ads if you want you can upload display ads and just see you know what performs best there's really no downside to doing that then the other thing you can do is copy existing ads so just very self-explanatory you click here you can just take ads from an existing campaign or ad group and just add them to that to your so if you already have these two recreated and you start to create a new campaign you don't have to keep creating these over and over you can just copy them just like this I can duplicate these right now so one thing you can do is if you're saying okay I want to test ad copy and the images you can duplicate all three of these and then with the duplicates create a whole new a bad copy and then you just kind of narrow down and see what's performing best for you so that's that's kind of how I approach Google display campaigns responsive ads are the default ad used now by Google so you need to make sure you have them with your campaign and if you have any questions about this make sure you leave them in the comments you could always try to send me an email sometimes I get back it really depends but thanks again for subscribing to our channel and thank you for watching our video today