For those who don’t know, Google recently released a new set of ads known as responsive display ads that are to replace the standard ads. These RDAs are the new ads that have been flowing under the radar for quite some time and in order to keep up, companies need to pace up with it.

 In order to get the maximum benefits of RDAs and AMP(Google’s Accelerated Mobile Pages), marketing companies need to learn its aspect and catch up with it. Read below to find out more!

Benefits of RDA (Responsive Display Ads)

In brief, advertisers now have the advantage of loading audio as well as visual images such as normal images or logos and 30-second videos into their ads. What google business intelligence analyst does after that, is the main thing. 

Google looks for a suitable place in the Google Display Network to fit the advertisement. It adjusts the asset according to its size before making space for it. 

All you need to do is provide Google with information about the business, such as 5 headlines, 5 descriptions, 1 up to 15 images and 5 matching logos to start with. Now, Google will implement the best combination of putting up the ad over the internet by using Machine learning for testing. 

In addition to this, it has been known that Google ads are more susceptible to users when it’s video ads google. Apparently, ads that contain videos or animation, have a great impact on people than the ads that are just plain static. The key here is that contents that are animated or moving, are more attractive than contents that are not. 

Helena Tiburca from Bannersnack mentions that it’s a great idea that Google gives us the chance to submit thirty-second videos up to 5 times. This increases the conversion rate in a significant amount. It is bound to have an impact on performance. 

With that in mind, ads have the chance to fit in places that are available on the internet. As a result, your ad could land up in various places.

Downside of RDAs and AMPs

Since this has been working under the radar for quite some time, many marketing companies may not have an idea about it. Even with the knowledge of it, there is a great possibility that many companies may not comprehend the implication of having Google designing ads for them. 

Any advertiser knows that every aspect of Ads is important for conversion. Such as the position of the logo, the size of the image, etc. As much as we all know that Google has a robust algorithm that works for all the ads, here’s the problem with it:

It can be easily figured that through this format, the consistency of the brand is lost. In addition to that, the ability to place the correct picture that coincides with the brand is not strategic anymore. 

Even though RDA does a great job in placing ads for you, oftentimes it may not turn out to be the best looking. This is because, no matter what, the ad you place, may not always stand out because the competitors are also under the same mechanism of RDA. 

So, in case you are putting an advertisement for your new Chinese restaurant, it won’t stand out because the competitors are also putting up similar ads. And Google is using the same algorithm as its using for every other advertisers. 

Should You Use Google’s Algorithm or your own Ads for Display?

You can always make ads on your own so that you can have full control over it. Moreover, Google suggests that you can choose templates and make an ad after trying multiple combinations of logos, text, and images. 

This combination of contents can be used to make a link between ads and the feed. This is growth for dynamic remarketing. 

According to a post by Google, if you are wondering if you can upload an HTML5 then yes, that is possible to. You can make it appear anywhere on the web by informing the size of it to Google Display Network. However, there might an issue of the ad not reaching certain areas of a network if the ad was made outside of the network. 

Many companies and brands prefer sticking to the idea of designing images properly than targeting the reach. Whichever strategy you may prefer, it is advisable to invest the crucial aspect of energy into building images that stand out among other competitors. 

It is possible that you may not have a great designer to help you with making the ad. In that case, you can use an external tool to create them in no time. These tools also have the ability to create HTML 5 videos for the ads. 

How to Use Tool for Creating Ads

All you need to do is first start somewhere with a basic size. For example, it is suggestive that you start with the horizontal format having a rectangle size. Now the next step to do is, design the ad. You can choose to make the ad from the beginning or you can simply refer to ready made template. 

Once the template is ready, you can customize it by adding images and texts at your wish. After you’re done with the layout of the ad, you can resize the ad up to 14 times. This is because you can add approximately 15 images inside the library of the ad. 

You can also opt for a design program such as Smart Resize Option which will increase the speed of reformatting the image. After you’ve added 15 images, add up to 5 headlines suitable for the ad. In addition to this, add 5 descriptions for the ad as well. 

One by load all the aspects into the system. Once that is done, Google will guide you in making the ad optimized. 

The Relevance of AMP in this!

Now, if we’re discussing AMP HTML then it is a technology that helps the ads to load faster on websites. AMP is known as Accelerated Mobile Pages that is a framework specifically designed to allow fast user experience whenever ads are loaded in web pages. 

If you want to opt for a fast yet secure method of advertising the ad then using the function of AMP HTML is your best bet. Google mentioned in one of the posts that even though pages working on AMP are supportive of HTML, the ads tend to become slow during a load.

To make sure ads run fast with perks of security, advertisers need to make specifications in the ad made of AMP HTML. It rules out the possibility of creativity with such much specification adding to the ads. 

However, the use of AMP is pretty amazing and effortless if you want responsive display ads to appear on the web at lightning speed. Especially more fruitful if you are opening through smartphones. 

You may wonder if you can make modifications to it by adding codes, but that will not be necessary. 

Bannersnack mentioned that using AMP in an open-source manner makes it more efficient on loading. This means that ads will load 6 times faster than any other ads would do. This aspect makes the working of AMP more secure. And this is due to the junk getting taken out from the code during the process.

 So, This is How AMP Functions!

At first, you need to create an ad, resize it and then save it like any other normal ad. Then, implement a simple, yet interesting design on the ad. 

After that, you need to download the banner using AMP and then put AMP HTML in the ads. When you’ve done that, the ad is ready and you can now upload any Google account. The best part of this entire work is that you won’t have to make any additional codes or even modify any codes. 


In simple words, if you can strategics the aspects of Responsive Display Ads (RDA) for any ad campaign, then it can be a great benefit. In addition to this, you can get more target reach and involve more engagement of users. Also, by using RDA, you can make the ads appear on a wide range of platforms. 

However, always keep in mind that keeping the ads optimized will always enhance the experience of users. And having control of the brand image will let the image stand out itself as visuals are important for user engagement!