Responsive web design allows you to dynamically control the presentation of your website according to the properties of the screen/device that it’s being viewed on.

A Google Adsense responsive ad unit allows you to control the size of the ads on your page, in line with how you control the layout of the rest of your page across devices.

Key features

  • Automatic sizing based on the space available. To make your code simpler and save you time and effort, Google responsive ad code automatically adapts the ad unit size to your page layout. Google calculate the required size dynamically based on the available space and the size of the user’s display.
  • Support for ad size changes after a screen orientation change. If your responsive page changes its layout following a device orientation change (e.g., when a tablet or phone goes from portrait to landscape), Google will request and load a new ad of the correct dimensions to fit the new page layout.

When Google load a new ad following a device orientation change, Google cache the original ad that was shown. If the device then returns to its previous orientation, Google will show the original ad again rather than load another new ad.

Refreshing the ads for device orientation changes creates additional ad requests, which may cause a slight decrease in RPM and CTR metrics. Be assured there’s no negative impact to your overall revenue.

Full-width ads on mobile devices. Google experiments show that full-width responsive ads perform better on mobile devices in portrait mode. To help increase revenue, Google responsive ad units automatically expand to use the full width of the user’s screen when their device is orientated vertically.

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  • Google only expand responsive ads when they’re likely to perform well and provide a good user experience.
  • You can disable full-width responsive ads by adding a responsive ad tag parameter. Note that Google don’t recommend you do this as it could affect your potential earnings.

Technical considerations
There are some situations in which you’ll need to take extra action to make a responsive ad unit work correctly:

Your site uses third-party JavaScript. If your site uses scripts that are executed before Google responsive ad code, for example, to hide the ads in your page until the page has fully loaded, then Google ad code won’t be able to calculate the required size for the responsive ad unit. In this case, you’ll need to modify your code and use CSS media queries to set the size of the ad unit. Find out how to modify your responsive ad unit.

The parent container has no width set. If you place your responsive ad code within a parent container that doesn’t have an explicit width set, for example, within a floating element, then Google ad code won’t be able to calculate the required size for the responsive ad unit. In this case, you’ll need to modify your code and use CSS media queries to set the size of the parent container. Find out how to modify your responsive ad unit.

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The parent container has fixed or limited height. Responsive ads should not be placed inside containers with a fixed or limited height, as they may be taller on some devices or browsers. If you need to limit the height of your responsive ads, you’ll need to modify your code and use CSS media queries to set the height of the parent container.

Additionally, you should be aware of the following:

Mobile devices with poor connections: On mobile devices with poor connections you might see some browser reflow while Google responsive ad code calculates the best standard height for the width of your parent container.

Responsive Display Ads Benefits

Optimise your ads:
When you create a responsive display ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history.

Broader reach:
Multiple assets can be uploaded per asset type (for example, multiple headlines, logos, videos and images). The ads that Google assembles automatically adjust their size, appearance and format to fit just about any available ad space. For example, a responsive display ad might show as a native banner ad on one site and a dynamic text ad on another.

Add videos to your responsive display ads to help maximise your reach on the Display Network. Your videos will be shown instead of images whenever Google Ads determine that videos could drive better performance for you.

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Save time:
Using responsive display ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns, and dedicate more time to performance improvement.

Can be used with dynamic remarketing:
You can make your responsive display ads support dynamic remarketing by attaching a feed to your campaigns. Responsive ads show personalised content to customers from a feed that you control and add to your campaign. If you add a feed to your campaign, your ads will show in both dynamic and static formats.

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