If you’ve been keeping up with the digital marketing world, then you know that responsive display ads are all the rage right now. But are they really worth it? In this blog post, we’ll break down what responsive display ads are, how they work, and whether or not they’re a good investment for your business. Stay tuned!
What are Responsive display ads and how do they work
The display ads industry has been generally increasing every year when it comes to digital advertising. Responsive display ads are a type of online advertising that adjusts to fit different screen sizes and devices. They are created using HTML5, which is a responsive web design technology. In addition, they can be used on websites, apps, and other digital platforms. The ad automatically adjust to fit the width of the screen it is being viewed on. And, they can be up to 6 times larger than traditional banner ads. Therefore, making them more visible and effective.
Another important factor of responsive display ads is they can be customized with different headlines, images, logos, and call-to-action buttons. This allows businesses to create ads that are specifically tailored to their target audience.
Why businesses should use them
Responsive display ads are quickly becoming a staple of digital marketing campaigns for businesses of all sizes. And, it’s no wonder why! They are highly effective at driving traffic and conversions, while also providing a great user experience. First, they always look great no matter where they’re being viewed. This is in contrast to traditional display ads, which can often look distorted or even hidden on mobile devices. As more and more people use mobile devices to browse the web and make purchase decisions, it’s important that businesses make sure their marketing campaigns are responsive.
In addition to providing a better user experience, these ads are also more effective at driving conversions. Studies have shown that responsive display ads perform up to 30% better than traditional display ads, making them a valuable tool for any business looking to improve their bottom line.
How to create responsive display ads that get results
The best ads are those that are able to maintain their key message and branding. To create ads that get results, start by creating engaging visuals. These ads rely on images and headlines to grab attention. Therefore, make sure your visuals are high-quality and fit with your brand identity. Then, add compelling copy that tells users what you offer and why they should care. Also, including a strong call-to-action can also help encourage users to click on your ad.
Finally, test different versions of your responsive display ad to see which performs best. Try changing up the visuals or copy until you find an ad that resonates with your audience and generates results. One example of a successful responsive display ad campaign was Subaru’s “Share the Love” campaign. This holiday-themed campaign ran from November 2016 to January 2017 and featured responsive display ads that encouraged users to donate to charity. Over the course of the campaign, Subaru donated $14 million dollars to charities across the country.
Another example of a successful campaign was Google’s “Search the World” campaign. This campaign featured responsive ads that automatically adjusted to fit the available space on users’ screens. The ads were relevant to users’ interests, eye-catching, and included a call to action. As a result, the campaign was successful in driving traffic to Google’s website.
The benefits
Responsive display ads are beneficial for businesses because they allow them to reach a wider audience. Therefore, reaching potential customers that they may not have been able to reach before. This is because they can be served on websites and apps that cover a wide range of topics, interests, and demographics. As a result, businesses them can increase their brand awareness.
In addition, these have the benefit of increased engagement due to their ability to be customized for each individual user. For example, an ad can be tailored to match the interests of the person who sees it. Finally, they have a higher click-through rate than traditional ads. This is due to their general flexibility in terms of size and placement. Responsive display ads can provide a significant return on investment for businesses that use them in their marketing campaigns.
The Negatives (Cons)
As mentioned above, responsive display ads can be a great tool for businesses to use to increase their reach and engagement. However, there are some drawbacks that businesses should be aware of. One of the biggest negatives is that they can be less effective than other types of ads. This is because they are often served to people who are not actively looking for the products or services that they offer. Additionally, these ads can be expensive, as businesses must pay for each individual impression. This is different from the general PPC search ad campaigns. Also, they can be time-consuming to create, as you need to create multiple versions of each ad to account for different screen sizes. Finally, responsive display ads can sometimes lead to a decrease in click-through rates, as users may find them annoying or intrusive. Overall, responsive display ads have some advantages and some disadvantages that businesses should consider before using them.
