Dynamic Ads and the Product Feed

Overview

With Dynamic Ads, you can automatically deliver personalised ads based on your product feed.

Content such as:

• Product titles

• Prices

• Images

• Categories

• Availabilities

• Product links

is automatically taken from your feed and integrated into dynamic creative templates.

This allows you to efficiently advertise large product catalogues and automatically keep ads up to date.

What is a product feed?

A product feed is a structured file containing all relevant information about your products.

The feed serves as the data source for Dynamic Ads.

Supported formats include, for example:

• XML

• CSV

• TXT

Typical feed content:

How Dynamic Ads work

Dynamic Ads automatically access the data in your product feed.

When the ad is loaded, the appropriate product information is dynamically inserted.

This allows you to:

• automatically advertise large volumes of products

• keep prices and availability up to date

• deliver individual product ads

• efficiently scale campaigns

Prerequisites for Dynamic Ads

For Dynamic Ads to work correctly, you require:

• a valid product feed

• complete product data

• accessible image URLs

• valid landing pages

• at least one Dynamic Ad template

Product feed requirements

Use structured data

All products should be structured consistently.

Example:

id,title,price,image_link,link
12345,Sneakers Black,89.99,https://example.com/image.jpg,https://example.com/product

id,title,price,image_link,link
12345,Sneakers Black,89.99,https://example.com/image.jpg,https://example.com/product

id,title,price,image_link,link
12345,Sneakers Black,89.99,https://example.com/image.jpg,https://example.com/product

Maintain mandatory fields completely

Incomplete data can prevent products from being delivered.

Particularly important are:

• Product ID

• Title

• Price

• Image

• Destination URL

Keep image URLs publicly accessible

Product images must:

• be publicly accessible

• use stable URLs

• load quickly

• remain permanently available

Keep prices up to date

Price discrepancies between the feed and the landing page should be avoided.

Update your feed regularly, especially in the event of:

• price changes

• sale promotions

• seasonal products

• availability changes

Submit product feed

Step 1: Prepare feed

Check before uploading:

• File format

• Field structure

• Image URLs

• Landing pages

• Character encoding

UTF-8 is recommended.

Step 2: Provide feed

The product feed can, for example, be:

• provided via URL

• regularly updated

• automatically exported

Step 3: Enter feed in the advertiser backend

Navigate to:

Tools → Product Feed

There you can submit and manage your feed.

Dynamic Ad Templates

Dynamic Ads are based on templates.

Placeholders are used within the templates, which are automatically filled with feed data.

Examples:

{{title}}
{{price}}
{{image_link}}

{{title}}
{{price}}
{{image_link}}

{{title}}
{{price}}
{{image_link}}

This allows ads to be generated automatically for thousands of products.

Best Practices

Use clear product titles

Product titles should be:

• unambiguous

• comprehensible

• relevant to search

• as precise as possible

Example:

Good:

Nike Air Max 270 Men Black

Less suitable:

Sneaker Model 270

Use high-quality product images

Products with high-quality images typically achieve better engagement and click-through rates.

Recommendations:

• high resolution

• neutral background

• clear product display

• consistent image sizes

Update feed regularly

Automated feed updates help to:

• keep prices up to date

• remove sold-out products

• deliver new products faster

Maintain clean categories

Clean categories facilitate:

• Reporting

• Filtering

• Campaign management

• Product selection

Common Error Sources

Missing or faulty images

Inaccessible image URLs can prevent ads from being delivered.

Invalid landing pages

Product links should always be:

• accessible

• up to date

• mobile-optimised

Inconsistent data formats

Pay attention to:

• uniform price formats

• consistent categories

• correct character encoding

• complete datasets

Outdated feed data

If prices or availabilities are not updated, this can lead to incorrect ads.

Advantages of Dynamic Ads

For which use cases are Dynamic Ads suitable?

Dynamic Ads are particularly suitable for:

• E-commerce shops

• large product catalogues

• frequently changing assortments

• seasonal campaigns

• retargeting campaigns

• automated product recommendations