Google display ads, known as banner ads, have been in many advertisers’ arsenal for years. Display ads historically have lower click-through rates than that of search ads, but having visually appealing images can close the gap and improve performance. This type of visual ad serves across the Google Display Network which is home of over 2 million websites and is estimated to reach 90% of internet users according to WordStream. This visual ad format is great for building a valuable and recognizable brand that translates across mediums but when looking at responsive display ads vs custom displays ads, what is the difference and what type should you choose?
When done properly, display ads can have a significant impact on your brand. At Brawn Media, our forward-thinking designers know how to deliver impactful visual display ads that will resonate with potential clients and customers. Let’s look at two different formats for Google display ads and see what format may help your business grow.
Responsive Display Ads vs Custom Display Ads
Responsive Display Ad
Responsive Google display ads are an ad format that is auto generated by Google after key elements are uploaded to the platform. It takes all customization out of the ad and is heavily pushed by Google because little to no experience is needed. Google will automatically adjust the size, appearance and file type of your assets to fit the available ad spaces on the Google Display Network.
There is a big difference in responsive display ads vs custom display ads. With auto generated responsive display ads you lose important features like brand control. Responsive display ads do not take into consideration button placement, font, photo crops and colors. All these key elements are lost with this feature. By partnering with Brawn, we take the guess work out of creative. We know what works.
Here is an example of a responsive display ad auto generated by Google:
Custom Static Ads
Custom static ads are visual ads used to attract an audience to a website through use of visual cues and call to actions. This ad format has a singular message and is shown across a network of publisher websites on the Google Display network. One of the benefits of implementing static ads is that they are generally accepted by all advertising networks, and you ad has a better chance of being seen across more website on the Google Display Network. By partnering with a creative agency like Brawn Media, it ensures all best practices are being followed to ensure maximum exposure to your targeted audience. We consider everything in our design from messaging, colors, and call to actions.
Here are some examples of custom static ads by Brawn:
Custom Animated Ad
Custom animated Google display ads are image-based advertisements that contain motion. They are commonly found in HTML5 or GIF formats. Animated display ads are a great addition to any marketers’ strategy because a strong animated display ad can show a considerable increase in click-through rates when compared to that of a static banner. According to WordStream that increase can be by almost 267%! Besides the potential increase in performance, the biggest draw to animated ads is they can convey the whole story of your brand while prompting your audience to take a specific action. Custom animated display ads put products into motion and are intended to catch the eye of potential customers on websites crowded with other marketing messages. Through compelling animated imagery and strong calls to action your customers eyes are drawn to the most important information you want shown about your brand.
Here are some examples of custom animated ads by Brawn Media:
Whether you are looking at responsive display ads vs custom display ads, banner fatigue is something to keep in mind across all ad formats. Partnering with Brawn Media will ensure that you are using engaging and tested ads that align with the overall goals of your campaign. We are constantly coming up with new creative ideas that have been tested for performance. Both the static ads and animated ads are incredible tools to advertise your products and services. Contact us to get started answering the question, responsive display ads vs custom display ads.