What two main ad formats can be used in a Google Display Ads campaign?

Andrew Chornyy - 001
Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 14 years of experience.

Digital marketing Blog

Uploaded Ads and Responsive Display Ad are the key ad formats to use in Google Display Ads campaigns.

In the domain of Google Ads, harnessing the power of the display campaign format can significantly amplify a brand’s visibility. Two principal ad formats shine above the rest: responsive display ads and uploaded image ads.
Responsive display ads leverage Google’s machine learning algorithms to optimize your campaign. Submit a variety of assets—headlines, descriptions, images—and Google will automatically test different combinations to find the most successful blend for your audience. For example, a bakery may provide images of their pastries, a brand logo, and several enticing headlines. Google then assembles these elements into a cohesive ad—ensuring that regardless of where it pops up on the display network, the bakery’s treats catch the viewer’s eye.

Meanwhile, uploaded image ads provide a tighter grip on creative control. These are custom static or interactive graphics, crafted by the advertiser, and uploaded directly to Google Ads. A graphic design company might use this format to showcase a particularly striking piece of work—a vibrant logo or a sleek website interface—designed specifically to catch the viewer’s attention and immediately communicate the quality of their services.

Consider the following for each format.

Responsive Display Ads:

  • Broad reach across the Google Display Network
  • Variety of assets for Google’s machine learning to test and optimize
  • Excellent for businesses with less graphic design resources

Uploaded Image Ads:

  • Allows precise control over the creative design
  • Static or interactive graphics
  • Ideal for businesses with strong graphic design capabilities

Each ad format in a Google Display Ads campaign plays to specific strengths. Responsive display ads adapt to deliver broad reach with less design effort, while uploaded image ads offer a canvas for creativity. Strategically implementing these formats can elevate a campaign’s impact, driving both engagement and conversions.

What two main ad formats can be used in a Google Display Ads campaign?

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