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Starting January 31, you will no longer be able to create or edit GDN standard text ads. They will be fully replaced with responsive ads. Responsive ads, a semi-new ad type Google has introduced, allow advertisers to create ads that can be modified to fit just about any ad space. The flexibility of responsive ads allows for advertisers to increase impressions while saving time.
The qualifications for creating a responsive ad are simple. All that is needed is a short headline (up to 25 characters), a long headline (up to 90 characters), a description (up to 90 characters), the business name and final URL. Images are required for responsive ads, and advertisers have the option to also upload a logo. Google will take combinations of these assets to modify the ad to fit about any ad space in the GDN. They can appear natively, or in a text or image format.
While standard GDN text ads won’t stop serving come January 31, you will no longer be able to edit current ones or create new ones. In order to make the switch to responsive ads easier, Google has added a feature in AdWords Editor in which you can export the text ads as responsive ads. After some editing in Excel, the ads are able to be uploaded into the account as responsive.
The switch to responsive ads allows advertisers to increase their reach with minimal effort. With image size no longer being an issue, advertisers should take advantage of the opportunity to fill many different ad spaces across the Google Display Network.