What are Dynamic Ads and how do you use them?

What are Dynamic Ads?

Dynamic Ads automatically adapt 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 during each delivery.

This automatically creates personalised ads – for example with:

• Product names

• Prices

• Destinations

• Images

• Landing pages

When is it worth using?

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

Pre-requisite

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 “Set up product feed”.

Create Dynamic Ads

While editing ads, 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 after the colon serves as a fallback in case no matching feed value is found or the dynamic content is too long.

How does dynamisation work?

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

Each keyword or ad points to 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 matching ad image is also used automatically.

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 read:

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.

• Consider different keyword lengths.

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 means that the user lands directly on the offer they are looking for.

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 usually used across campaigns.

Images

Use dynamisation for ad images as well.

This allows the matching motif to be played out automatically 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 in the feed per product.

Conclusion

Dynamic Ads allow you to efficiently advertise 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 manual maintenance effort.