How to Build Responsive Google Ads in HubSpot

by Growth Marketing Firm, on Jun 22, 2022

Did you guys know that Google will no longer support text-only ads after June 30, 2022? 

That’s important news because if you’ve got text-only ads waiting to go out in HubSpot, you’ve got some quick editing to do (because you can’t edit your current text-only ads after June 30, either).  

On July 1 and beyond, all new Google ad campaigns must be “responsive.” 

Specifically, a Responsive Display Google Ad.   

If that’s new and scary, we’ve got you because we’re about to drop some information that’ll turn that “YIKES” news into good news. 

An excited group of people on a business team sitting in a business setting celebrating together.

What’s a Responsive Display Google Ad?

Simple answer: a Responsive Display Google ad uses graphics and text that automatically adjust the following aspects to fit the ad space: 

  • Size
  • Appearance
  • Format

Say, what now?! 

Yep.

How Do Responsive Ads Work?

Responsive display ads help you reach a larger audience because various elements are adjusted in your ad to reach more people. 

And we all know what that means for our target audience: it maximizes the likelihood of them seeing it. 

This is excellent news for small businesses that may not have marketing teams in-house to create numerous ad images of varying sizes.

Responsive display ads do that additional work for you. 

Speaking of additional, check out these benefits:

  • You can replace images with video when appropriate.
  • Google algorithms create new ads for you. 

Sound like good news? Yeah, well, it is! 

So, let’s get you up and running with clear steps for setting up your responsive display ad in HubSpot.  

Steps for Creating a Responsive Display Ad in HubSpot

It may look like a lot, but these steps are super easy. We promise. 

  • Log into your Google Ads account.
  • On the navigation menu, click “All Campaigns.”
  • Click “Display Campaigns.” 
  • Choose and click which of your campaigns you want to make responsive.
  • Select “Ads & Extensions,” then click “Ads.”
  • Click the “+” button.
  • Choose “responsive display ad.”
  • Select the “ad group.”
  • Add, then save your images. (Click the “+” video button to add a video).
  • Place your text elements. [create anchor text to this]
  • View the ad sizes and ad formats to make sure they’re correct.
  • Preview and save your fancy new responsive ad.

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Assets You Need to Create a Responsive Ad

To run your responsive ad, you need a few assets uploaded first.  Let’s take a look. 

1. Visual Elements

You can use up to 15 images in a Google responsive ad. 15! 

From those, Google’s algorithm chooses which ones work best in the ad space. So, choose wisely. We recommend including at least 5 for higher conversions. 

More pro tips on image ads:

  • Use high-definition sizes.
  • Use the most popular sizes:
    • 300 x 250
    • 728 x 90
    • 160 x 600
    • 320 x 50
    • 300 x 600
  • For animated images, use HTML5.

Don’t forget to add your logo as at least one of the images you include in your ad. 

The best practice is to use 1:1 and 4:1 versions with transparent backgrounds for the aspect ratio of your logo. 

Pro tip for video: You don’t have to create a video for your ads. In fact, if you select the advanced format option, Google will generate a video based on the visual and text assets you have on file.

A person with glasses typing on a laptop while surrounded by an excited team of other business people in a professional setting.

2. Text Elements

  • Headlines: Create 5 short headlines for your ad of 30 characters or fewer and 5 long headlines of 90 characters or fewer. Note: your headline won’t always appear with your description, so make it compelling enough to attract clicks without it.
  • Descriptions: Write up to 5 descriptions that will show based on what Google algorithms determine will work best. These should be 150 characters or fewer. 
  • Call-to-action: Your ad’s CTA should request an action. For example, “learn more,” “sign up now,” and “join now.” 
  • Your business name: Make sure to spell and capitalize the name of your brand exactly as you’d like it to appear in the ad. 
  • The URL: Include the URL of the landing page on your website where people will land when they click your ad. Google Ads lets you track or add custom parameters to this URL to generate reports in HubSpot.

“Your ad may get rejected if…”

Uh-oh. Luckily, these issues are now easier to avoid. Check it out. 

Google will reject your ad if: 

  • More than 20% of your images are covered in text (careful of those memes, friends).
  • Your ad includes content that is:
    • Irrelevant
    • Misleading
    • Sexual
  • Images are of low quality. 
  • Your ad violates Google trademark use policies.

And that’s pretty much it! July 1 here we come!

Growth has been working with responsive ads in Google from the get-go. 

And since they’re the perfect way to switch up your ads with efficiency (and pretty much a requirement now), now’s the time to ask one of the marketing experts on our team to help you out with them if you’re still a little shaky about this approaching deadline. 

We’re right here. Ask us!

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Topics:HubSpotGoogleAdvertising

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