Personalize your message with dynamic rules

Dynamic rules personalize your creative message for the right person at the right time. Adding dynamic rules is optional. If you don't add any rules, all variants created in the Ad Canvas will be optimized to show the variant most likely to be clicked when the creative is served.

Get started

  1. Open a data-driven creative, then click Dynamic rules. If the creative doesn't have a Dynamic rules tab, it's not a creative type that supports dynamic rules. Only data-driven creatives are currently supported.
  2. Click Get started or Add priority group to begin personalizing your creative for different customer segments.
  3. Click the type of signal you want to add. Learn more about signals below.

Add a signal

A signal is an audience, context, or specific condition that defines your customer segment. With Data-Driven Creative, you can show a personalized creative message to each customer segment.

Add your first signal

  1. Click Add priority group.
  2. Click the type of signal you want to add. Select one or more signals to define your customer segments. Each signal will be added to the dynamic feed as a unique customer segment. Learn about the available signal types below.

Add other signals

  1. Click Add signal in the priority group you created above, or click Add signal Add in the panel on the right.
  2. Click the type of signal you want to add. Learn about the available signal types below.
  3. Add more signals to define the people and conditions you'll use to show each of the variants in the Ad Canvas.

If you add signals from only one signal type (for example, location) each signal will become a unique customer segment in the dynamic feed. If you add signals from more than one signal type, each new signal will be added to all of the previous customer segments (in the example below, two audiences were added first, then three locations). See granular editing below for information.

About signal types

  Audience lists  

Add an audience list signal to segment by an advertiser's first-party audiences or affinity and in-market audiences created by Google.

  1. Select the type of audience list you want to use from the Audience type menu.
  2. Select an audience list. To find the audience list you are looking for, search for the audience by keyword or audience ID.
  3. After you select a list, it‘s added to the “Selected audience” panel on the right.
  4. Click Done. Each list is added as a row in the dynamic feed.
You can use more than one type of audience at the same time. To add a different audience type, select a different type from the Audience type menu.

  Categories

Add a category signal to segment by market verticals and publisher page content categories. For example, “Arts & Entertainment“ or “Travel“. Category signals can help you simplify your line item setup. You can target broad categories with your line item, then use a data-driven creative with variants for each subcategory. You can also use category signals select the most contextually-aware creative when you can't use audience lists.
  1. Select the categories or subcategories you want to use.
    • To see the subcategories beneath a category, click Expand . To hide subcategories, next to the top-level category, click Collapse
    • To narrow the list of categories, you can enter words to filter by, for example, “Computers”. The list will be filtered to show only relevant categories and subcategories.
  2. You can choose to segment on the broad top-level categories, or you can create and assign personalized variants to smaller subcategories.
    • When you select a broad category, all of the subcategories within it will be grouped together as one row that you can assign a variant to, and it'll have a selected checkbox .​​
    • When you select a subcategory, the broad category that it belongs to can't be added as a separate row, and has a subset icon . For example, if you select “Architecture” you can’t select “Visual Art & Design” or “Arts & Entertainment” as separate segments.
    • If you select a broad category, then expand it and select one of its subcategories, the broad category will be replaced with the subcategory.
  3. After you select a category, it‘s added to the “Selected categories” panel on the right.
  4. Click Done. Each category or subcategory is added as a row in the dynamic feed.

  Location

Add a location signal to segment by countries, states, cities, or zip codes.

  1. To select a location, enter a keyword into the search box, then select a location from the list.
  2. After you select a location, it‘s added to the “Selected locations” panel on the right.
  3. Click Done. Each location is added as a row in the dynamic feed.

  Schedule

Add a schedule signal to segment by specific dates and times.

  1. Select the type of timezone you want to use.
    • Local: The timezone of the person viewing the ad, based on IP address (if allowed).
    • Standard: The timezone of the person setting up the signal in Display & Video 360 (your own timezone).
  2. Set the starting date and time.
  3. After the "to", set the ending date and time. Or, if you want the scheduled segment to be eligible for any time after the starting date and time, leave the end date and time empty.
  4. (Optional) Add more scheduled segments by clicking Add segment. Date and time segments are allowed to overlap.
  5. Click Done. Each schedule is added as a row in the dynamic feed.

  Line item

Add a line item signal to show variants only when a specific line item buys the impression. To take advantage of this feature, your media buying partner should assign your data-driven creative to many different line items.

  1. To find a line item, you can search by the line item's name or ID. Search results include all active or paused line items within your advertiser.
  2. After you select a line item, it‘s added to the “Selected line items” panel on the right.
  3. Click Done. Each line item is added as a row in the dynamic feed.

You can't combine a line item signal with any other signals within the same prioritized group. However, you can add more than one prioritized group (some using the line item signal, and others using audience lists, location, and schedule). When using a more advanced setup with multiple prioritized groups, put the more granular signals at the top of the list so that all rules to have a chance to serve.

Put line item targeting in its own priority group

The dynamic feed

A dynamic feed is a spreadsheet that defines which creative variants that will be shown to each of your customer segments. The dynamic feed is organized by rows and columns. Each signal type you choose generates a new column in the feed, and each specific customer segment you create generates a row. Dynamic rules are defined by assigning one or more creative variants to a customer segment.

Example dynamic rule logic

IF <signal in column 1> IS TRUE
AND <signal in column 2> IS TRUE
AND <signal in column 3> IS TRUE
THEN SHOW assigned variants

To more easily see and edit your prioritized groups, zoom out using your browser’s zoom settings.

Remove a customer segment from your feed

To remove a customer segment, select the checkbox beside it, then click Delete in the action toolbar.

Edit or remove signals

Each signal you add appears in the panel on the right as a chip. To quickly edit your selections, you can:

  • Remove a signal chip by clicking Remove Remove.
  • Edit all signals of one type by clicking Edit Edit next to the signal type name. (For example, to edit all location signals, hover over Location, then click Edit Edit.)
  • Delete all signals of one type by clicking Delete Delete next to the signal type name. (For example, to delete all schedule signals, hover over Schedule, then click Delete Delete.)

(Advanced) Add more priority groups

Priority groups are organized in priority order (from the top down). Eligible variants from higher priority groups will be selected first. By default, your priority groups will be named "Priority Group 1", "Priority Group 2", and so on. To keep track of your overall plan more easily, click on the name to edit it.

To add more priority groups, click Add priority group.

How variants are selected at serving time

If a priority group has one or more rules in its dynamic feed that are true, all variants assigned to those rules are eligible to serve and are rotated evenly. If no rules are true, the next priority group is checked.

Imagine your feed looks like the following example.

Example 1

Imagine the following conditions are met:

  • Fashionistas IS TRUE
  • Fast Followers IS TRUE
  • Location IS New York
  • Date IS 06/26/2018

In this case, the customer segments highlighted in blue and yellow are true. However, only the segments in yellow are eligible to serve because they're in the higher priority group. All variants assigned to these two segments will serve evenly on impression.

Example 2

Imagine the following conditions are met:

  • Fashionistas IS TRUE
  • Fast Followers IS TRUE
  • Location IS Chicago
  • Date IS 06/26/2018

In this case, the segments highlighted in blue are true. However, only the segment in priority group 2 is eligible to serve. All variants assigned to this segment will serve evenly on impression.

Example 3

Imagine the following conditions are met:

  • Fashionistas IS TRUE
  • Fast Followers IS TRUE
  • Location IS Chicago
  • Date IS 05/18/2018

In this case, only the fallback customer segment, Everyone else, is true. All variants assigned to everyone else will serve evenly on impression.

Change the order of priority groups

  • Click and drag the group name in the panel on the right
  • Click MoreMore next to the group name, then click Move up or Move down.

When customer segments overlap between groups, put groups with more signal types at the top

Because variants will always be selected in priority order, make sure that customer segments in higher priority groups do not rule out rules in lower priority groups.

In the example below, the "Audience and locations" priority group would never be shown because the customer segment in the "Audience list" priority group (that only uses the audience signal, Fashionistas) will always be true no matter which location signal is true in "Audiences and locations". To make this dynamic strategy works as intended, "Audience and locations" should be moved to the top.

The priority group for everyone else

A priority group called Everyone else is automatically created for you, and is always the lowest priority group in the dynamic feed. Signals cannot be added to this group. Assign a variant to Everyone else to make sure the data-driven creative will always have a variant to show to the consumer. This variant is also served to people who've opted out of personalized ads.

A quick and easy way to build a full funnel data-driven creative is to create a variant with a brand awareness message and assign it to Everyone else.

Assign a variant to a rule

To choose the variant to show for each customer segment, click Assign in each row the dynamic feed, including Everyone else. If more than one variant is added to a segment, all variants will be eligible to serve. Learn how variants are selected at serving time

Before you can publish a data-driven creative, all variants must be assigned.

You can edit variants by clicking Edit Edit next to the variant name.

Optimize your creative by assigning more than one variant

To optimize your creative, assign more than one variant per customer segment. When more than one variant is assigned, the variant most likely to be clicked will be served. When more than one customer segment is eligible, Display & Video 360 will choose the variant most likely to be clicked between all of the eligible variants.

Quick preview

To preview the variants assigned to rules in your dynamic feed, open the quick preview panel.

Open quick preview

  1. Deselect all rows in the dynamic feed. (If any rows are selected, the action toolbar will cover the quick preview button.)
  2. Click Show preview .
  3. Select the checkbox next to one or more rows to see a quick preview the assigned variants in a panel at the bottom.

Adjust zoom level

You can change the zoom level of the quick preview using the zoom percentage controls on the upper right side of the quick preview panel.

Close quick preview

  1. Deselect all rows in the dynamic feed. (If any rows are selected, the action toolbar will cover the quick preview button.)
  2. Click Hide preview .

View and edit variant assets

After you assign a variant, additional asset columns are added to the dynamic feed. These columns are defined by the format, with each column matching the assets, text, and style elements shown in the asset panel of the Ad Canvas. These asset columns are collapsed by default.

In the Variant column header:

  • To view and edit assets, click Expand .
  • To hide assets, click Collapse .
When you edit an asset for a variant that's assigned to multiple rows, your changes will apply to all rows that variant is assigned to.
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