Build your own display ads in minutes
Today we released the AdWords display ad builder, which lets you create professional-looking display ads in AdWords without needing to hire a designer or start from scratch. If you've wanted to expand beyond your text ad campaigns …
Context & Ripple Effects
AdWords had already widened access to online advertising with advertising tools for businesses without websites, then added a Campaign Optimizer and Google Ad Planner for campaign planning. The display ad builder extends that self-service model into creative production, removing the need for a designer or a from-scratch asset before an advertiser can run display campaigns.
First-order effects
- AdWords advertisers can create display creative inside the buying platform, reducing the production step that had separated text campaigns from display ads.
- Google gains a more complete self-service display workflow, spanning planning, campaign optimization and ad creation.
Second-order effects
- Small advertisers and agencies can shift more campaign work into AdWords, while outside design support becomes less necessary for standard display creative.
- Google Ad Planner becomes more useful alongside the builder: advertisers can move from display-campaign planning to producing an ad without leaving Google's tools.
Third-order effects
- If self-service creative tools become standard, display advertising will compete less on access to specialist production and more on the quality of targeting, planning and optimization tools offered by ad platforms.
The trend: Online ad platforms are unbundling creative production from specialist agencies by embedding basic asset creation directly in campaign-buying workflows.