Create display ads for dynamic remarketing

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Dynamic remarketing campaigns show customers personalised content (including ads of products that they’ve viewed on your website or app) from a product feed that you control and attach to your campaign. You can create responsive display ads that are crafted for dynamic remarketing campaigns. If you’d like to have more control over your creatives, you can upload a display ad instead.

a responsive ads example

If you have a specific need that isn’t included in a responsive display ad, follow the instructions below to upload a custom dynamic ad with Google Web Designer.

Bear in mind

Some advertisers using standard dynamic ads will begin to see suggested responsive display ads set up in their dynamic campaigns. Until these ads are reviewed and enabled, they will remain paused.

Existing standard dynamic ads will be read-only in the Google Ads experience, but will still serve unless paused by advertisers.

Before you begin

  • Create a feed for your product or services to use in your dynamic remarketing campaign. A feed is required for dynamic remarketing campaigns.
  • To give you access to all our ad formats, images are required. Having multiple assets is recommended, because it makes it easier for Google to optimise your ads. You can upload up to 15 marketing images and five logos. You can crop a single image to the landscape and square formats, or use separate images for each aspect ratio. Upload your images, scan them from your website or select from our free library of professional stock images. You can also select from recently used images. Learn more about image best practices.


How to create responsive display ads

  1. Sign in to your Google Ads account.
  2. From the navigation panel on the left, select Display campaigns.
  3. Click Ads & extensions from the page menu on the left.
  4. Click the plus button , then select Responsive display ad.
  5. Select an ad group. If you want your responsive display ads to support dynamic remarketing, make sure that your ad group, or its campaign, is attached to a feed.
  6. Add and save your images. Learn more about image best practices for responsive display ads.
  7. Complete your ad information. You can create multiple headlines and descriptions to be rendered in your responsive display ads. You can upload multiple versions of the following:
    • A short headline (at least 1, or up to 5 headlines, of 30 characters or fewer). The short headline is the first line of your ad (if you have not included promotional text for dynamic display ads). Short headlines may appear with or without your description. Learn more about short headline best practices.
    • A long headline (90 characters or fewer).
    • A description (at least 1, or up to 5 descriptions). The description adds to the headline and invites people to take action.
    • A business name. This is the name of your business or brand. Ensure that your company name is spelled and capitalised correctly, as your ad will contain exactly what you provide.
    • A final URL. This is where people will go when they click on your ad.
    • (Optional) Go to Ad URL options to add tracking or custom parameters to your URL.
    • (Optional) Go to More options and select Call to action text. From the drop-down menus, select the call-to-action text and the language for the call-to-action text.
    • (Optional for dynamic responsive ads) Add promotion text (e.g. 'Free 2-day delivery') and a price prefix. This is a great asset to take advantage of because it can improve engagement with your ad. To use promotion text, click More options, tick the box beside 'Dynamic ad options', and add your promotion text.
      Here are some best practices for promotion text:
      • Be specific about your offer. “30% off all school supplies” is better than “30% off”.
      • Avoid overhyping your offer. ALL CAPS and excessive punctuation may turn off users.
      • Avoid repetition. Promotional text should never repeat your brand name.
      • Effective messages: New product announcements, sweepstakes, in-store deals, flash sales.
      • Many users are very sensitive to price related text. Sales or price related promotions usually have better performance than a company slogan.
      • Promotion text is not supposed to last for a long time, e.g. more than six months. If you'd like to always display some text (for example, a company slogan) to users, a short headline would be more suitable.
  8. Preview the most popular sizes and ad formats of your potential ads. Since responsive display ads are built to reach across almost any ad space on the Display Network, they can show in thousands of layouts.
  9. Review additional best practices for Google Merchant Centre feeds.
  10. Click Save.
  11. Wait at least a week after your ad has been approved before you review its performance. Before that, your data is still incomplete.

How to upload dynamic ads

You can also build and upload your own image ads, which gives you more control over the creatives for your Display campaigns. These ads are created outside of Google Ads (in Google Web Designer, for example), and are uploaded into Google Ads as a .zip file. You can also use Google Web Designer to set rules so that your ads adjust their size according to where they appear in the Google Display Network, making them “responsive”. Link these ads to a feed for dynamic remarketing.

Requirements for using HTML5 ads

HTML5 ads are not available for all advertisers. You can submit a request to use HTML5 ads if they aren’t available in your account and your account meets the following requirements:
  • Has a good history of policy compliance.
  • Has a good payment history.
  • Has more than £1000 total lifetime spend.
You’ll receive an email update when your request has been reviewed by the Google Ads team. In the meantime, you can use other options like uploaded image ads and responsive ads.
If you're new to Google Web Designer, read the Google Web Designer instructions. If you have some experience with Google Web Designer, you can find templates and a comprehensive guide in the Rich Media Gallery. Learn more about uploaded ads for display.
  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. Select Ads & extensions and click the plus button.
  4. Select Upload display ads.
  5. Create your ad with a template or upload it.
  6. Click Save.

Note: When you upload a new custom dynamic ad, make sure that it has the appropriate type (dynamic) and business type. The business type of the creative should match the campaign. You can find more information about your feed under your campaign settings.

Additionally, make sure that your ad is designed to show one product or more, but not a specific, fixed number of products (two or three, for example), because Google will only be able to guarantee that one or more products will be shown for dynamic remarketing.

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 responsive display ads for retail advertisers. Possible layout tags include:

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

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