Guide To Google Responsive Video Ads

Google rolled out responsive video ads in Feb this year, but very few advertisers are know about it. So let’s understand what are Google responsive video ads and how to create them.

What are Google Responsive Video Ads?

Google responsive video ads are part of display ads, where advertisers can add upto 5 videos. These video ads will trigger in a display ad unit.

Responsive ads automatically adjusts its appearance, size and format to serve on available ad inventory on Google display network. 

How to create Google Responsive Video Ads?

In order to create a responsive video ads, you need to create a Google display campaign. 

If you are new to Google ads and don’t know how to create display campaign, refer article – An Ultimate Guide To Create Google Display Ads

I am going to setup responsive display ads to my existing display campaign, so let’s understand step by step.

Step 1

Once you have selected a particular display campaign, go to ads & extensions option in the campaign and select responsive display ads

Google Video Responsive Ads

Step 2

Now define the destination URL and add logo and 1 image. I have added as below for reference.

Google Responsive Ads

Step 3 

Next is to define the videos in the assets. You can search for videos within the screen as below and can add upto 5 videos. Google will auto rotate these videos and show high performing video ad set oftenly.  

Creating Google Video Responsive Ads

I have added four videos as below 

Video Responsive Ad Creation

Step 4

Next step is to define headline. You can define upto 5 different headlines. I have defined 3 headlines as below.

Responsive Video Ads Headline

Step 5

Now you need to define long headline and description. Long headline should be 90 characters. 

You can add upto 5 variations of description. I have added 2 descriptions as below

Description in Responsive Video Ads

Step 6

Next step is to define business name and call to action. Business name is the name of your business.

You can also set up tracking template at the ad set level, and also set up a mobile URL which is different than your desktop URL

Business Name in Responsive Ads

Define the call to action and you would be able to see the preview on the right hand side. May sure you select video ads in the preview option as below. 

Responsive Video Ad Preview

Once the preview looks okay to you, just say save and continue. 

Responsive Video Ads In Review

The ad will now go in review and will be live post Google’s review. 

Conclusion

Google responsive video ads are very effective if you are looking to drive awareness and brand consideration. As upto 5 video content pieces are allowed, you can define a story about your product or service within the ad unit which encourages users to consider your business over competitors. Also I have observed higher CTR on responsive ads, so leverage responsive video ads today to drive traction!

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