Native advertising, over time, has proven to be an effective tool for digital advertising. Advertising means influencing consumers’ decision to buy the particular products that your brand sells.
The traditional way of advertising has in no doubt done a good job. Since the inception of digital marketing, display advertising has been serving its purpose well until native advertising took over.
Native advertising was successful because of how it approaches advertising.
It was designed to fit seamlessly into the original content. This makes it easy for consumers to consume the ad as contents and consequently purchase the product.
Research has it that consumers view native ads more than display ads by 53%. This increases the clickability rate and consequently increases revenue turnout.
Now, what is GDN (Google Display Network) about native ads?
If you’ve been using native advertising or you’re just about to start using native advertising, you’d have come across Google Display Network (GDN).
As a part of Google AdWords that takes charge of native ads, the GDN narrows down the result of a search. It assists brands in targeting the right audience and likewise helps consumers find the right brand that suits their preference.
GDN native ads can be seen on Google’s sites and sites of publishers who are using this network.
This article will go a step further by explaining ways to get responsive ads on the GDN.
Best practices for responsive ads on the GDN
In recent times, Google has gradually been giving up on text ads on the Google Display Network for a more visual form of advertising unit: Responsive ads.
These units consist of both a text and image element and serve as a link between the text and display ad types.
Although text ads fit in with how native ads work, Google’s switch to responsive ads has increased clickability rates for Google Display Network ads.
Advertisements cannot deny such improvement.
Responsive display ads have made the Google display network easily accessible to a larger audience of advertisers.
What a responsive ads unit does is ensure that advertisers get an optimal experience on the GDN. That is, filling up every space on the GDN, including native display advertising, text and display ads spaces. Below are the ways to go about it.
- Optimize for image scaling
Responsive ads facilitate the uploading process of images with ads in a square and landscape form.
This is helpful if you’re having trouble with fitting in images that are not easily cropped.
This means that your uploaded images don’t get fixed at the normal size, it can be scaled down to your preference and how it will pass across your message to your audience.
- No size is optional
You’ll come across sections that will say some sizes are optional, but that doesn’t stop you from making necessary adjustments.
This is to ensure that all ads are represented in the best way possible.
- Be flexible with your Logo where you can
Brands don’t like their logos being tampered with. But for it to be accepted on the GDN, it has to be adjusted to size.
- Be aware of text combinations
In the responsive ads format, there’s a stipulated number of text fields to work with. Work within the guidelines to achieve the best results.
Once you’re aware of the text field combinations, it makes it easier for you to write a copy that goes straight to the point and also informs your audience.
- Be cautious with brand safety and regulations
Because responsive ads are gaining more ground doesn’t make it okay for all brandsĀ
Some brands take pride in making sure all their images and text show up as planned. They don’t accept any form of adjustments.
And that’s okay because responsive ads are not meant for all brands as there are other options to utilize the Google display network.
Such brands could make use of display or banner ads although it doesn’t promise to yield results as good as responsive ads.
Bottom line
It’s quite easy to use responsive ads on the GDN, simply follow the aforementioned guidelines, it will facilitate the process.
Choose images and texts carefully, understand how the concept of responsive ads work and you’re good to go.