How do responsive display ads work

Create a Google Responsive Display ad campaign

You can create responsive display ad campaigns for Google from your Hootsuite Ads dashboard. You simply upload variations of your campaign's creative assets, including images, videos, headlines, and descriptions, to Hootsuitup, and Google does the job of creating and testing different versions of your ads to match available ad space. For more information, see Google's help article About Responsive Display Ads.

Responsive display ads are the default ad type for the Google Display Network, including websites, YouTube videos, mobile devices, and apps. Responsive display ads may appear as banner ads on some websites or dynamic text ads on others.

Google will adjust the size, appearance, and format of your assets to what works best for the area in which the ad is being served. Videos are prioritized over images if Google determines they are performing better for you. Google's machine learning model shows your best performing combinations based on your own ad performance history.

Hootsuite Ads does not support subtypes of ad campaigns (e.g.

Before you start

You must connect your Google Ads account to Hootsuite Ads before you can create a Google Responsive Display ad campaign in Hootsuite. For more information, see Connect your Google Ads account to Ads.

Create a campaign

  1. In Hootsuite Ads, select New campaign .
  2. Enter a campaign name, select a Google billing account, and then select the campaign type Display Ads out.
  3. Choose Save and continue.

Definition of campaigns

  1. Optional: Choose Set campaign URL options to add a tracking template and custom parameters to the links in your campaign. You can also add custom parameters later at the ad group level.
  2. Enter one or more locations where you want to target your ads or exclude them from targeting Include a country, city, region, zip code, or address. Addresses can contain a radius in kilometers (km) or miles (mi).
  3. Enter one or more languages ​​that you want your ads to target.
  4. Enter an average daily budget and choose an ad delivery method. For more information, see Google's help article About ad serving.
  5. Select a start and end date for your campaign. If you don't specify an end date, the campaign will run indefinitely.
  6. Select a bid strategy from the list.
  7. Choose if you want to target your ads across devices, or choose Specific targeting for devices to specify desktop, mobile phone, or tablet (or any combination of these devices).
  8. Choose Save and continue.

Set up the ad group and ads

  1. Enter a name for your first ad group.
  2. Choose Keywords to enter keywords that will show your ads on relevant websites. To press Press ENTER between each keyword to get one keyword per Use match types to control the search terms that may trigger your ads. For more information, see the Google Help article About Keyword Matching Options.
    • Broad agreement - Your ads can be displayed wherever search queries contain your keywords, related keywords, or narrow variations like synonyms and misspellings. Example: tennis shoes
    • Broad match modifier: Similar to a broad match, your ads may appear if search queries contain your keywords marked with a plus sign or completion variations.
      Example: + Tennis, + shoes.
    • Phrase match: Your ads can be displayed where searches contain exact phrases and narrow variations.
      Example: "Tennis shoes".
    • Exact match: Your ads may be shown where searches have exact keywords and tight variations.
      example: [Tennis shoes].
    • Negative match: Your ads will not appear where searches contain your negative keywords.
      Example: -men.
  3. Choose Placements to enter specific placements that limit the targeting of your responsive display ads. Placements must be in the form of URLs or app IDs for specific websites, videos, or apps that you want your ads to appear on.
  4. Choose Check placementsout.
  5. Choose Advanced ad group options off to
    • Choose an ad rotation strategy. Optimize is selected by default. For more information, see Google's help article About Ad Rotation Settings.
    • Include or exclude audience lists that you have saved in your Google Audience Manager.
    • Select an audience targeting.
    • Add up to eight custom parameters to the links in the ad group.
  6. Choose Create advertisementsout.
  7. Enter the following elements to create different combinations of your ads. Note that not all items will appear when your ads are running. Sometimes Google only shows them as a text ad, depending on their placement. We recommend including variations on each element to make it easier for Google to optimize your ads.
    • Target URL
    • A minimum of two images (15 maximum), a square, and a landscape (required) using the guidelines below
      • PNG, JPEG or GIF format (not animated)
      • maximum 5120 KB file size
      • Text cannot cover more than 20% of an image.
      • Size must be larger than 600x314 for landscape and larger than 300x300 for square images
      • Landscape images must have a ratio of 1.91: 1
    • Optional: one or more logo images
      • a square logo recommended
      • recommended size is 1200x1200, but it must be at least 128x128.
      • maximum 5120 KB file size
    • Optional: one or more YouTube video links (videos should be 30 seconds or less)
    • a headline (maximum of five headlines)
    • a description (a maximum of five descriptions)
    • a long headline
    • business name
    • preferred format for your ads: All formats, Nativeor Not native. Native means the ads adopt the format and font of the website they're showing for a more seamless experience.
  8. Choose to saveout. When Hootsuite detects problems, they will be shown in red for you to fix.
  9. Optional: Choose Add an ad group and repeat steps 1-8 if you want to add another ad group to the campaign.
  10. Choose Save and continue.

Review and publish

  1. Review the summary of your campaign, then select In Publish to Google Adsout.

Hootsuite will send your campaign to Google for review and publication. Ads must adhere to Google's advertising guidelines. For more information, see the Google article on Advertising Policies for Advertising Policies.

You can monitor the results of your campaign and edit any of your campaign settings in the campaign dashboard. Choose Your campaignsand then select the Google Ads campaign from the list to access the campaign dashboard.

Edit or delete ads on the tab " All ads "Of the campaign and edit or delete ad groups on the" Ad groups “.

You can generate PDF reports from your Responsive Display campaign results using the report generator. For more information, see Create PDF Reports for Advertising Campaigns.