As an advertising agency in Lincoln, NE, with clients all over North America, we have a lot of experience advertising on Google Display. But if you’re part of a company that’s just getting started advertising online, the differences between ad formats can be confusing. Google Display Ads are part of the Google Display Network and act as “visual banners” that you might see on the side or bottom of a webpage you visit. While creating ads, Google will give you the option to choose between two different formats: responsive and uploaded. We’re going to talk through both and discuss which one works best for the majority of businesses. 

Take a look at our full overview of Google Display services!

Responsive Ads

Responsive Google Display Ads are a kind of placement where the user uploads the company logo, basic images, and messaging and lets Google take over optimization. As WordStream puts it, “Google Ads will test different combinations of visuals and copy to determine which versions of your ad perform well. Best of all, responsive display ads automatically adjust in size to meet the requirements of specific web pages.”

Now even though this method is “easier” and cost-effective, it also relinquishes control over to Google and gives advertisers less control over the ads themselves. In short, you have to trust that Google will show the right ad/messaging to the right audience. Additionally, your ads will end up looking the same because Google uses the same templates for all of their responsive ads. Plus, responsive ads tend to have a lot less performance data than uploaded/customized ads.

Uploaded Ads

Uploaded or “custom” Display ads are advertisements that are custom-made by marketing agencies in collaboration with business owners/clients. These ads are like a digital billboard with the ability to reach thousands of people in your area. They are a fantastic way to increase brand awareness because your ads can be shown up to 10,000+ times per month!

When you hire marketing experts, those experts will create intentional, carefully crafted Display ads that speak to your target audience. A marketing team includes a strategic marketing director who will track the performance of an ad campaign and adjust bids and strategy accordingly. 

Plus, a professional graphic designer will know how to create and upload the various Display ad sizes that Google requires. Right now, Google asks for at least 7 different placements per set of ads. These sizes are incredibly specific and range from 300 x 600 to 728 x 90 pixels. Without the correct measurements, Google will reject your ads or make edits for you. Edits like these often result in pixelated, blurry ads. (Something you definitely don’t want!) Allowing an experienced designer to create ads appropriate for both desktop and mobile will make your campaign launch much smoother. 

While advertising in Lincoln, NE, and beyond, we’ve seen the massive benefits of Google Display campaigns. While responsive ads have benefits, uploaded, customized Display ads are the best option when choosing between formats on Google Ads. Have more questions about the process? Reach out to us below!