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Why it matters
One responsive display ad can fill thousands of slot sizes across sites and apps, because Google assembles it to fit. That only works if you give it enough material in the right shapes.
Without a square image, it cannot appear in square slots at all, and nothing reports the absence.
Where to find it in Google Ads
- Open a Demand Gen campaign, or a Display campaign not yet moved to Demand Gen, then Ads, and create or edit a responsive display ad.
- Add landscape and square images, logos, headlines, a long headline and descriptions.
- Check the ad strength and the preview of different formats.
- Look at the asset report to see which pieces perform.
An example
A travel company adds five headlines, three descriptions, four landscape and four square images, and a logo in both shapes. The ad now serves across far more placements than its old version with one landscape image.
Common mistakes
- Uploading only landscape images.
- Using images with text that gets cropped.
- Writing headlines that only make sense together.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Display Network: Websites and apps where Google shows image and text ads.
- Asset: A piece of an ad that Google can show: a headline, a description, an image, a video, a sitelink, a callout, a phone number or an address.
- Placement: A website, app or YouTube channel where a Display or Video ad showed.