Home Daily Brief 20220113 SEL Brief

20220113 SEL Brief

Good morning, Marketers, here’s a quick tip on Responsive Display Ads.

This ad type is supposed to make it easy for marketers. You just add your images, headlines, logos, video and descriptions, and Google automatically will create the ads for the various channels you are running them on. But some oversight is indeed required.

“Headlines and descriptions in RDAs are mixed and matched when served,” Julia Thiel, VP executive creative director at 3Q Digital, shared at SMX Create. “So all of the combinations have to make sense. The banner image can also be matched with all the different combinations of headlines and descriptions, so the visual has to work with all the combinations as well.” 

Here are few things she recommended paying attention to when designing RDAs:

  • Being concise with your copy rather than cramming all the content into the visual part of the banner.
  • Keeping in mind that the copy is just as important as the banner.
  • Creating strong on-brand headlines and descriptions that can be mixed and matched.
  • Filling the image space with bright, eye-catching imagery that is really easy to understand at first.

Henry Powderly,
VP, Content

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