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 or dynamic advertisements are ads that are reassembled at each delivery using building blocks in the ad copy. The content adapts either to the determined keywords, geo-location or the retargeting information (which product they last viewed on your page, if they have already been there).
Is this relevant for me?
Dynamic Ads are particularly suitable for keyword campaigns. Here, determined keywords are mapped in the content of dynamic ads. Dynamic ads are just as interesting for retargeting campaigns. Here, the content of the ad can be filled dynamically based on the last viewed product. This means you only need a few ads and ad groups to create completely individual ads for your user approach.
The prerequisite for both is the use of a product feed. Learn more about this in this support article. The product feed represents a (small) database that outputs the appropriate information for the placeholders of your Dynamic Ads based on user information or input.
What do I need to do?
Basics
In the ad editing section, you can use placeholders in the texts for
headline,
description,
display URL and
destination URL
To do this, for example, you write '{product_name: Holiday} {price_from: from £50}' in the headline. If the user now reads 'France', the placeholder product_name is replaced with the content of the linked feed entry, in this case 'France', and the appropriate price is displayed ('France from £140'). For this to work, your product feed must contain the destinations with the placeholder 'product_name' as well as the price information under 'price_from'. Entering 'Holiday' and 'from £50' serve as fallback text and are used should the available characters be exceeded.
How does it work?
The product ID establishes the connection between a keyword and the corresponding entry in your product feed. It is therefore essential that every keyword in a "Dynamic Ads" campaign has a final destination URL with a matching product ID as a URL parameter. Several keywords can have the same final destination URL and therefore the same product ID. If no keyword matching takes place or the given keyword has no final destination URL or an invalid product ID, then the fallback values of the placeholders in the ad texts are used.
Dynamisation can also be used for direct placements. According to the same principle, the product ID parameter is also used in the final destination URL of an ad. Thus, the placeholders are replaced with dynamic elements from the feed.
Example
You define the query parameter "pid" as the position of the product ID for your "Dynamic Ads" campaign and the given keyword has the final destination URL "https://www.example.com?pid=123". In your stored product feed, the system now searches for the ID "123" and replaces the corresponding placeholders in the ad texts with the values from the product feed (e.g. name or price). If you have also stored an image URL in your product feed, the respective image will be used for the delivered ad.
Notes
What should you keep in mind for the headline?
Use the headline to spread the most important information about your offer - usually location, price or discount/voucher. This is where they are most visible to the user.
Formulate the headline text so that the most important content is at the beginning if you use the ellipse placeholder - this shortens keywords that are too long at the end with [...].
Consider whether you can also write a good headline exclusively with placeholders; this saves characters and even long keywords can be used without abbreviation or fallback. Use the "Fit placeholders" for this.
Check whether you use two ad groups to differentiate between keywords of different lengths - write two ad headlines and texts, one for the group with longer keywords and one with shorter ones. This way, your dynamically created ads will fit any keyword length in terms of content.
Are you familiar with the price_from placeholder? The "from" is already part of the replacement and does not need to appear in your headline. Use it to formulate ad texts in such a way that the fallback text is also coherent.
Where can you save characters? Specify the price without decimal places!
What belongs in a good ad copy?
Here you can refer to further information, reviews or USPs, but also include branding information such as company, organizer or group.
What is important for the display URL?
It is best to use your simple domain here. It gives the user orientation. Note that you should rather omit www. and https or similar to avoid confusion and improve the click-through rate.
What should you look out for in the destination URL?
Use your normal homepage URL here only as a fallback solution. It is much better to replace the destination URL dynamically with the product feed. This way, the user lands directly on the page of your website that is connected to the keyword they have already searched for.
What should be considered during tracking?
If you use tracking parameters, add them to your campaign. The product feed is not suitable for this, as you should set it up comprehensively for the entire account and all campaigns contained within it.
What should you consider for your image?
Use the dynamic function of the ads here too and use images based on the users' keywords. This way, you can display an Alpine panorama when searching for 'Oberstdorf' and white sandy beaches for 'beach holiday'. At least one image URL must be specified in the feed. Ideally, there is even a separate image URL for each of the four image formats.
