Rich Media Ads in Google Display Network

You can create Rich Media Ads, also called Engagement ads by doing the following:

1.  Sign in to your AdWords account at https://adwords.google.com.
2. On the Campaigns tab, click the + Campaign drop-down menu, and select Display Network only.
3. Add a name for your campaign. To help you later find your campaign, you might want to indicate in the name that this is an engagement campaign.
4. Choose the campaign type Display Network only - Engagement.
5. Adjust location and language if needed.
6. In the "Bidding and budget" section, the only option available is "Focus on engagements, manual maximum CPC bidding." With this option, you'll pay only when people engage with your ads.
7. Enter your budget.
8. Select any other settings you'd like for your campaign.
9. Click Save and continue.
10. On the ad group page, enter the name of the ad group and your default bid. This is the most you'll pay per engagements for ads in the ad group.
11. Choose how you want to target your ads (for example, "Interests & remarketing").
12. Click Save and continue.
13. On the next page, click the ad template you want to use.
14. Provide the required resources and information to create your engagement ad and click Review and finish.
15. You can create more engagement ads for your campaign by clicking the "+" sign. When you’re done creating your ads, click Save and continue.

Rich Media Ads or Engagement Ads:

Engagement ads are available in standard IAB sizes and run across all devices - desktop, tablets and mobile phones. After a two-second hover delay, they load rich media either within the ad (Hover-to-Play ads), or in an expanded canvas, (Lightbox Ads). This type of interaction reduces accidental engagements, providing a better experience for customers and better value for advertisers.

Lightbox ads transform a standard display ad into a large canvas, bringing the landing page experience directly to the ad. For example, people could watch your videos or interact with your catalogs right from the ad.

Hover-to-Play ads bring the full sight, sound, and motion power of video to a standard medium rectangle unit, using a two-second hover delay to start playing the video.

+Post Ads amplify your brand’s content by easily turning Google+ posts into display ads that run across the web. The live, social ad format allows you to go beyond clicks to live conversations with your audience. People can join a Hangout On Air, add a comment, follow your brand or give a +1, right from the ads.