Why Should An Advertiser Consider Using Responsive Display Ads

For example, an advertiser looking to promote sportswear products can upload assets to Google RDA and let the system automatically determine the best display ads for digital properties such as lifestyle blogs, fashion websites, sports-focused social media platforms, and high-relevancy mobile applications. This solution lets the advertiser reach audiences from all these sites in different combinations and platforms, maximizing visibility.

3. Improved Click-Through Rates (CTRs)

Advertisers using Google RDA and optimizing their ad campaigns by following the network’s best practices and asset recommendations generally see the best measurable results.

RDA campaigns built using sufficient high-quality, high-resolution assets experience the best engagement rates, increasing click-through rates (CTRs) and contributing to boosted conversions and revenue.

Additionally, a well-tuned Google RDA campaign typically performs better than most traditional display ad campaigns. The performance difference is partly due to Google’s machine learning (ML) algorithms automatically testing, evaluating, and optimizing each new ad variation it creates.

Leveraging Google RDA’s functions and capabilities helps advertisers ensure only the best-performing versions of Google display ads are displayed on each website, blog, app, or digital property reached.

4. Enhanced Performance for Mobile Ad Serving

Another significant benefit of using Google RDA to serve ads is improving your ad campaign’s performance on mobile devices and digital properties. 

Advertisers must create assets specifically for mobile ads when running traditional ad campaigns, with few avenues to reuse or recycle the same assets and content. Developing mobile-friendly assets can be time-consuming and expensive, especially for smaller advertisers with fewer resources.

With Google RDA, this constraint is eliminated. Google’s machine-learning algorithms will adjust the size unlimited placement and format of the ads it creates to fit mobile-friendly ad spaces on different devices without requiring you to create new or mobile-specific assets.

5. Individual Element Performance Monitoring

When using Google RDA to manage your ad campaigns, you can monitor the performance of each element and asset your ads use with the ad asset report function.

Google RDA monitoring systems compare asset performance in relation to other assets of the same type. For example, headlines are only compared to other headlines, whereas product descriptions can only be compared to other product descriptions.

One of the most critical elements of the ad asset report is the Performance column. This function is where you can monitor the performance of your assets and determine which ones contribute to your ad campaign’s success. Each asset receives a performance rating, indicating how much it contributes to your campaign’s overall performance.

Optimizing your assets to ensure they receive the best ratings is essential to boost click-throughs, conversions, and revenue, increasing your ad campaign’s overall performance.

Google RDA tracks asset performance using six ratings: Pending, Learning, Low, Good, Best, and Unrated. Here’s what each rating means:

• Pending: Assets with the Pending performance rating do not currently have any performance metrics that Google can use to measure its performance. It typically appears on new or unused assets. 
• Learning: Google assigns this rating to assets with some data already collected but doesn’t have enough to provide a definitive rating. According to Google RDA guidelines, assets with a Learning rating must have collected at least 5,000 impressions over 30 days to obtain a different rating.
• Low: Google assigns this performance rating to the worst-performing assets in a given category. Google recommends replacing assets rated Low with others to improve your ad campaign’s overall performance.
• Good: This performance rating is equivalent to a Medium rating, between Low and Best. Google recommends optimizing this asset or adding more of the same type for your campaign to improve its overall performance.
• Best: This is the highest performance rating, shown on assets with the best performance for its type. Advertisers should strive to ensure as many of their assets have this rating. Google recommends adding more assets with similar attributes to boost the ad campaign’s performance.
• Unrated: The asset performance tracker will show a pair of dash symbols (–) to indicate an asset is currently Unrated. Three possible symptoms can cause an asset to be Unrated: Not enough assets of the same type to compare it with, the asset is inactive, or the asset doesn’t receive enough web traffic to measure its relative performance accurately.

6. Ideal for Dynamic Retargeting and Prospecting

Dynamic retargeting, also known as dynamic remarketing, is a retargeting system provided by Google Ads to help advertisers show relevant ads to users and viewers that have previously visited a website or used a specific mobile application.

Unlike standard remarketing, Google’s dynamic retargeting system automatically captures user data to show tailored ads, letting viewers see promoted products and services they’ve browsed while visiting the website or app.

Ads served through Google RDA are designed to function alongside Google’s dynamic retargeting function, automatically adjusting the ads displayed to retargeted users by using the assets corresponding to the products and services they browsed or viewed before.

This strategy makes it a highly effective tool for advertisers looking to reduce cart abandonment rates and convince previous visitors to purchase a product or convert.