What are Dynamic Ads and how do you use them?

What are Dynamic Ads?

Dynamic Ads automatically adjust their content to the respective user or their search query.

Instead of creating a separate ad for each product or keyword, you define placeholders within your ads. These are replaced with the matching information from your product feed each time the ad is delivered.

This automatically creates personalised ads – for example with:

• Product names

• Prices

• Destinations

• Images

• Landing pages

When is it worth using them?

Dynamic Ads are particularly suitable for campaigns with many products or frequently changing content.

Typical areas of application are:

• Keyword campaigns

• Retargeting campaigns

• Travel portals

• E-commerce

• Real estate

• Automotive

Instead of maintaining hundreds of ads manually, a few dynamic ads whose content is automatically loaded from the product feed are sufficient.

Prerequisite

To use Dynamic Ads, you need a product feed.

The feed serves as a data source and contains all the information that will later be used in the ads, for example:

• Product name

• Price

• Image

• Landing page

• Product ID

Further information can be found in the article "Setting up a product feed".

Creating Dynamic Ads

In the ad editing area, you can use placeholders in the following fields:

• Headline

• Description

• Display URL

• Final click URL

Example:

{product_name:Holiday}{price_from:from £50}

The text behind the colon serves as a fallback in case no matching feed value is found or the dynamic content is too long.

How does dynamic personalisation work?

The connection between the ad and the product feed is established via a Product ID.

Each keyword or ad references the matching data record in the product feed via a URL parameter.

Example:

https://www.example.com?pid=123

If the feed has an entry with the Product ID 123, all placeholders are automatically replaced.

For example:

{product_name}→ France{price_from}→ from €140

If the feed also contains an image URL, the appropriate ad image is automatically used as well.

Example

A user searches for:

France Holiday

The final click URL of the keyword is:

https://www.example.com?pid=123

The product feed contains the following data record:

The delivered ad could then look like this:

France
from €140

including the matching image and landing page.

Best Practices

Headline

• Place the most important information as far forward as possible.

• Use product name and price as central elements.

• Use as many dynamic placeholders as possible.

• Use fallback values for special cases.

• Take different keyword lengths into account.

Description

The description is suitable for additional information such as:

• Benefits

• Reviews

• Discounts

• Company information

• USPs

Display URL

If possible, only use your main domain.

Example:

adup-tech.com

Short URLs build trust and often improve the click-through rate.

Final click URL

Ideally, the final click URL points directly to the matching product page.

This brings the user straight to the search offer without detours.

Tracking

Tracking parameters should be added via the campaign settings or URL options.

The product feed is not suitable for managing general tracking parameters, as it is generally used across campaigns.

Images

Use dynamic personalisation for ad images as well.

This allows the matching image to be automatically displayed for each search query.

Examples:

• Alpine panorama for "Oberstdorf"

• Sandy beach for "Mallorca"

• SUV for "Electric car"

For optimal results, it is recommended to provide several image formats per product in the feed.

Conclusion

Dynamic Ads enable you to efficiently promote large product or offer portfolios. The combination of product feed, placeholders and automatic personalisation creates relevant ads that are tailored to the respective user without any manual maintenance effort.