Campaign
What are Dynamic Ads and how do you use them?
Learn how Dynamic Ads automatically create individual ads based on keywords, product data or retargeting information, and how to set them up using a product feed.
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 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 manually maintaining hundreds of ads, a few dynamic ads are sufficient, with their content being loaded automatically from the product feed.
Requirement
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”.
Creating Dynamic Ads
When 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 link 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 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:
Field | Value |
|---|---|
product_name | France |
price_from | from €140 |
image | france.jpg |
The delivered ad could then read:
France
from €140
including matching image and landing page.
Best Practices
Headline
Place the most important information as far forward as possible.
Use product name and price as key 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
Ratings
Discounts
Company information
USPs
Display URL
If possible, use only your main domain.
Example:
adup-tech.com
Short URLs build trust and often improve CTR.
Final click URL
Ideally, the final click URL points directly to the matching product page.
This brings the user directly to 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 displayed 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 per product in the feed.
Conclusion
Dynamic Ads allow you to efficiently promote large product or service portfolios. The combination of product feed, placeholders, and automatic personalisation creates relevant ads tailored to the respective user without any manual maintenance effort.
