Auto-Generated Vs. Pro-Designed Display Ads: How Much Does Creative Matter?
Can auto-generated, template-based display ads perform as well as professionally designed ads? That’s the basis of a new test by Dispop, a self-serve display platform that enables advertisers to crowdsource display ad creative from graphic designers. The company wanted to see how an ad created by a designer in its network would do compared to a Google Ready Image ad.
Google rolled out Google Ready Image Ads in AdWords at the end of September this year. Advertisers enter a URL to get auto-generated display ads built based on images from their websites. It’s an easy to use feature for small businesses to get up and running with display ads, but sometimes the ads are less than impressive.
Dispop, which also appeals to the SMB market, says they pulled the ad that looked the best on Google after creating 5 to 6 Ready Image ads. It’s worth noting that advertisers can customize text, font, color, headlines and upload new images with Google Ready Image Ads, but Dispop did not make changes to the original generated Google ads.