Build dynamic ads for Google Ads

Google Ads dynamic ads display personalized offers using data feeds. You can build these ads in Google Web Designer by linking elements in the ad with data from the feed.

1. Start with a template

Using a template ensures that your ad will include the necessary base code and an initial layout to get you started.

  1. In Google Web Designer, select File > New from template to open the Template Gallery.
  2. Select Dynamic remarketing for Google Ads to browse suitable layouts.
    If you want to build your ad from scratch, the "Dynamic Remarketing Blank Slate" template contains useful code but no design elements.
  3. Click Select for your chosen layout.
  4. Choose a size for your ad and enter a name, then click Create. This opens a new document pre-populated with design elements that you can customize.

2. Adjust design elements

The template is just a starting point. You can alter the layout, replace the template assets with your own, and make other changes to the ad's appearance. If you selected a responsive template, the layout may vary for different-sized ad spaces.

To visualize your ad as you build it, preview it at any time.

Use text fitting options to keep your text from overflowing in case the data feed includes text content that's longer than you design for.
Some aspects of your ad will vary depending on your feed data. To configure these elements, add data bindings in the next step.

3. Bind elements in your creative to your feed data

Data bindings link your feed data to aspects of your ad. When you create a binding between an element attribute and a specific type of data, the attribute is set by the feed data.

It's helpful to give a unique ID to each element that you want to bind to feed data. You can do this in the Properties panel for each element.
  1. Open the Dynamic panel and go the Bindings tab, then click the Add dynamic bindings  button.
  2. On the Data Schema tab, select the data schema that corresponds to your business type.
  3. For each binding you want to add:
    1. On the Bindings tab, click  Add Binding.
    2. In the Element column, select the element in the ad that you want to bind to the feed data.
    3. In the Element attribute column, select the attribute of the element that you want to bind to the feed data.
    4. In the Data schema object column, select the specific feed data that you want the element bound to.
  4. When you're done, click OK.

You can view and edit existing data bindings in the Dynamic panel.

4. Implement additional functionality

You can further customize your ad using functionality that's built into the template, or by adding your own custom code. Learn more about these common functions:

5. Preview your creative with sample data

After binding your ad's element attributes to your feed data, preview how your ad will look while populated with sample data.

  1. Click the Preview  button in the view bar.
  2. When the preview opens in your browser, select a sample data set from the dropdown in the control bar.
Google Web Designer's dynamic templates come bundled with a sample feed, but if you have a JSON version of your own feed, you can import it.

6. Test your ad for QA

Quality Assurance (QA) involves testing an ad to ensure that it behaves as expected. You can perform QA by creating sample data sets with a range of items and values, then checking that your ad still looks and functions the way you want – even for edge cases in the data.

When you're satisfied with your ad, go to the next step to publish your ad.

7. Publish your creative

Follow the instructions to publish your document locally. Publishing generates a .zip file on your computer that you can upload to Google Ads.

Once you have your final .zip file, learn how to upload custom creatives for dynamic ads in Google Ads.


Responsive ads

Uploaded ads can be made responsive by specifying how you want your ads to be resized across the Google Display Network. Learn more about the specifications of responsive uploaded ads.

Note: Responsive uploaded ads are available for retail advertisers using Merchant Center feeds only in Smart Shopping campaigns. Non-responsive uploaded ads (uploaded ads developed for specific sizes) are still available for retailers via regular dynamic remarketing campaigns.

You can also create a responsive display ad by uploading assets such as your headline, description, images, and logo, and Google will generate ads using machine learning for optimal ad impressions across the Google Display Network. Learn more about responsive display ads.

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