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Create dynamic display ads

Advertisers that were part of the Dynamic responsive ads beta will see these ads turned into Responsive ads, which will continue to be dynamic and have the same look and feel. Once the new Responsive Ads are approved and running, we will automatically pause the previous beta creatives.

This article only applies to the previous AdWords experience. Check which AdWords experience you’re using.

Dynamic display ads show customers personalised content from a product feed you control and attach to your campaign. Your ads show the new products, services or promotions from your feed. Google originally introduced standard, non-responsive templates which are covered here for your reference, however, we strongly encourage using responsive ads for your dynamic campaigns.

For the greatest reach, create responsive dynamic display ads. Responsive ads can fit in just about any ad space, and can be easily created and edited. Learn how to create a responsive ad.

If you have a specific need that is not included in a responsive ad, you can also create custom dynamic ads with Google Web Designer. Follow the instructions below. 

How to upload dynamic ads created with Google Web Designer

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

  1. If you're new to Google Web Designer, read the Google Web Designer instructions. Important: Don't start the ad from scratch. If you have some experience with Google Web Designer, you can find templates and a comprehensive guide in the Rich Media Gallery.
  2. Make sure that you have a feed attached to the campaign or ad group that you’ll put the ads in.
  3. Click the Ads tab.
  4. Click + Ads and select Ad gallery.

  5. Select Dynamic ads.

  6. Select Upload your own layout.
  7. Find and upload your file.

  8. Repeat for each ad size.

  9. Click Save

Customise the price in your dynamic ads

If you're using flights, hotels and rentals, local deals, travel or a custom feed, you can customise how the price attribute from your feed is arranged in your dynamic ad. Learn more about feeds and custom price attributes like these: 

  • ​​1M instead of 1,000,000
  • $1M+ instead of 1,000,000

In AdWords, when using responsive ads with dynamic product feeds, you will also see an option to enter price prefix information. This is a quicker and simpler solution than customising prices through the feed. 

Price prefix information will be overridden when prices are customised by way of the feed. 

Create standard dynamic ads

Standard dynamic ads were first introduced by Google as the original dynamic ads solution. 

  1. Sign in to your AdWords account.

  2. Make sure that you have a feed attached to the campaign or ad group that you’ll put the ads in.

  3. Click + Ad and select Ad gallery.

  4. Click Dynamic ads.

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

  6. If you chose image ads, then go to "Layouts" and choose "Let AdWords automatically pick from your preferred layouts" or "Select one AdWords layout". Preferred layouts aren't currently 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 that 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 on the "x" that appears. To turn off layout features, click the "On/Off" switch.
    • Click Apply when you've finished.

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

  7. Click Save and preview.

Layout tags

Google may show layout tags on relevant products in order to drive performance. These layout tags appear automatically based on product insights from the feed, and may be shown on dynamic ads for retail advertisers. Possible layout tags include:

  • "Price drop" tags may be shown when products in the Google Merchant Center feed have recently dropped in price.
  • "New" tags may be shown when a new product is added to the Google Merchant Center feed.
  • "Hot" tags may be shown based upon popular items in the Google Merchant Center feed. 
  • "Sale" tags may be shown for items in the Google Merchant Center feed that have a "sale_price" that is lower than "price".

Google may experiment with other types of layout tags in order to drive better performance. 

Customise the text in your dynamic ads

If you’re using standard dynamic ads, and using an education, flights, travel or custom feed, you can customise 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 customise your dynamic ads:

  1. Under "Feeds", click More options.
  2. Click in the field next to the ad element that you want to customise, 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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