Embedded Files
Display creatives are the visual and textual components that make up your advertising content on the Google Display Network (GDN). Creatives are essential for capturing the attention of your target audience across various websites, apps, and platforms within the Google Display Network.
Creating a Display Creative
Creating a Display Creative
Go to Blueprints in the top menu.
Select a Blueprint from the list.
Create or select an existing Display campaign.
Create or select an existing Display ad group, and click to open the Creatives dropdown.
Click + New Creative at the bottom of the page—you may need to scroll down.
Select a creative type from the dropdown.
Enter a Name for the creative.
(Optional) Add a Preferred Path, Valid When Statement, and/or Data Filter, as necessary.
Complete the optional fields, if relevant:
Variations to Generate: Instead of duplicating this item, specify a number (e.g., 2, 3, etc.) to clone this creative to keep your Blueprint from getting bloated. The default is 1.
Maximum per Ad Group: If the creative uses tags in its name, it will expand for each tag value. Change this to a value greater than 0 to limit the maximum number of ads this template can produce per ad group/set.
Click Save Changes.
Types of Display Creatives
Types of Display Creatives
Expand open the dropdowns below for additional details about each Display creative and its form fields in Backpack:
Use a single image to capture your audience's attention and convey a message.
Display URL: Display (rendered) url used for your ad—example: www.accountname.com/Year-End-Savings
Image URL: This is the primary image of the ad—example: www.exampleimageurl.com
Use machine learning algorithms to find the optimal combination of various images, headlines, descriptions, and logos. Here are the different components of a responsive Display ad:
Headline: Shorter headlines that appear in smaller ad spaces where the long headline does not fit
Long Headline: Appears instead of the short headline whenever it fits; may appear with or without your description
Description: Appears when it fits within the ad space and may be shortened
Marketing Image: Image that appears as your display advertisement
Logo: Your business logo
Example:
A responsive Display ad for a year-end savings event:
Headlines: Set multiple headlines, one per line. The system will shuffle and select five (30 characters max).
Year-End Savings Event
[account.name] Year-End Savings
Huge End-of-the-Year Savings Event
Long Headline: Enter one full length headline (90 characters max).
Shop the Year-End Savings Event at [account.name]
Description: Set multiple descriptions, one per line. The system will shuffle and select five (90 characters max).
Save Big at Our Year-End Savings Event! Don't Miss Out on the Lowest Prices of the Year. Sale Ends December 31st!
Call to Action Text: The action people should take when they see your ad
Learn More
Square Marketing Images: Set multiple square aspect ratio marketing images, one per line. The system will shuffle and select five.
Marketing Images: Set multiple marketing images, one per line. The system will shuffle and select 10.
Logo Images: Set multiple logo images, one per line. The system will shuffle and select five.
Enable Asset Enhancements: If the toggle is on, Google will enhance your assets and optimize your ad layouts. This could improve ad performance.
Enable Auto Generated Videos: If the toggle is on, Google will create video ads using your headlines, descriptions and images. If you've added your own video content, then your ads won't use auto-generated video.
Create interactive ads with animations and dynamic content to provide an engaging user experience.
Dynamic Display Type: Select Google Real Estate (specifically designed for real estate listings) or Google Display Custom (general purpose).
Media Bundle URL: URL to the zip file where all the assets are hosted and can be accessed collectively by the ad
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