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Create dynamic display ads

Showcase your business with dynamic display ads, which show personalized content to customers from a feed you control. Your ads show the new products, services, or promotions you update on your feed.

This article describes how to do the following:

Before you begin

You can add new dynamic ads to existing ad groups within your dynamic remarketing campaign.

Before your ads show, we review their content and formatting to make sure they meet our advertising policies.

Create responsive dynamic ads

Responsive ads, a new option for dynamic ads, allow you to have more impact with greater ease and simplicity. Responsive ads adjust their size, appearance, and format to fit in available ad spaces. That means you don’t have to create separate image and text ads—responsive ads can show as both, in any standard size.

  1. Sign in to your AdWords account.
  2. Click + Ad and select Ad gallery.

  3. Click Dynamic ads.

  4. Click Create.

  5. Select Dynamic responsive ad.
  6. Upload your marketing image and logo, or let AdWords scan your website for images to pick from.

    • Marketing image guidelines: Upload a 1.91:1 landscape image. Next best image ratios are a 1:1 square or a 1:1.91 portrait. Ideally, the image should be at least 1200 pixels on the long side.
    • Logo guidelines: Upload your logo. It should have an image ratio of 1:1 (square) and be 128 x 128 or greater. The recommended size is 1200 x 1200. A transparent background is best, but only if the logo is centered.
  7. Enter your other ad assets, like headlines, descriptions, and landing pages.
  8. Click Save and preview.

Learn more about responsive ads.

Create standard dynamic ads

  1. Sign in to your AdWords account.

  2. Click + Ad and select Ad gallery.

  3. Click Dynamic ads.

  4. Choose either text or image ads, then click Create. Depending on the template you select, you may be required to provide a layout, logo, headline, display URL, final URL, ad name, or button.

  5. If you chose image ads, go to "Layouts" and choose either "Let AdWords automatically pick from your preferred layouts" or "Select one AdWords layout." Preferred layouts currently aren't available for retail feeds.

    Let AdWords automatically pick from your preferred layouts. This option may make your dynamic ads even more effective by predicting the layouts that are likely to perform best for the people, placements, and platforms where they’ll show.

    • Next to "Your preferred layouts," click the pencil icon. You’ll be taken to the "Choose your preferred layouts" screen. All dynamic ad layouts and features are turned on by default, but you can exclude specific layouts and turn off features that you don’t want. AdWords will only use layouts from your pool of preferred layouts. As more ad layouts with the features you’ve turned on become available, we’ll automatically add them to your preferred layouts.
    • To exclude specific layouts, place your cursor over the layout and click the "x" that appears. To turn off layout features, click the "On / Off" switch
    • Click Apply when you’re done.

    Select one AdWords layout. Click the drop-down menu below and choose an AdWords layout.

  6. Click Save and preview.

Upload dynamic ads created with Google Web Designer

If your business has strict brand guidelines, you can use Google Web Designer to create dynamic ads that can then be uploaded to AdWords.

Before you begin

If you're new to Google Web Designer, read for the Google Web Designer instructions. Important: Don't start the development from scratch.

If you have some experience with Google Web Designer, you can find templates and a comprehensive guide in the Rich Media Gallery.


Follow these steps to upload your GWD-created ads:

  1. Click the Ads tab.
  2. Click + Ad and select Ad gallery.
  3. Choose either text or image ads, then click Create.
  4. Select Upload your own layout.
  5. Find and upload your file.
  6. Repeat for each ad size.
  7. Click Save.

Customize the text in your dynamic ads

If you’re using an education, flights, travel, or custom feed, you can customize how the attributes from your feed are arranged in your dynamic ads.

For example, a layout uses the destination name "SFO" for the ad headline, the flight description "Cheap daily flights" for the ad description, and the flight price "$900" for the price.

But let’s say that you want a more descriptive headline. You could instead use the destination name and the flight description for the ad headline: "Cheap daily flights to SFO."

Here’s how you customize your dynamic ads:

  1. Under "Feeds," click More options.
  2. Click in the field next to the ad element you want to customize, such as "Headline."
  3. In the drop-down menu that appears select a feed attribute, which will appear in curly brackets. For example, "{Destination ID}." Insert and arrange your attributes in this field. You can also include static text. For example, to create the headline "Cheap daily flights" shown above, you’d enter "{Flight description} to {Destination name}" in the headline field.
  4. Click Save and preview.
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