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Learn How to Set Up Dynamic Display Ads in Google AdWords for non eCommerce Business


Setting up dynamic display ads is very easy for an eCommerce website running shopping ads but what if you are running non-eCommerce business? Shopping ads is only possible when you are physically selling products on your website having active payment gateway integration. In this article, I will show you how to set Up Dynamic Display Ads in  Google AdWords for Travel, Education, Real Estate & Application source code or any other non-eCommerce business.

Here, we assumes that you are aware of Google AdWords and how it works, so we are giving you just brief what this article is all about and how it will help you. Businesses & digital marketing agencies often uses common features of Google AdWords like 1 or 2 search campaigns and 1 display campaign etc. to generate leads or sales. To running ads in Google AdWords, businesses first need to understand:

  • Who are my target audiences?
  • Where to display these ads?
  • How many times one should see the ads?
  • Which will be the most relevant landing page to use? etc..

Whenever OLBUZ team works on any Google AdWords project they always thinks from user’s point of view. Lets for example, currently we are working on one AdWords project (Not an eCommerce business) and getting good sales in terms of sales and client’s expectations. Client is happy after seeing the performance from traditional search & display campaign but we always try finding a ways to drive more sales. We launched Dynamic Display Re-marketing campaign and within one month it started showing fabulous results. This article will show you how we achieve the goal and will explain:

  • What is dynamic display ads?
  • What kind of businesses can set up dynamic display ads?
  • How to create and upload feed for dynamic ads?
  • How to create dynamic display ads in Google AdWords?

Each online purchase made on internet generally starts with a Google Search. If you have ever done that, you might as well have noticed that the small ads directly placed in the Google search engine result pages on the top or top right corner. That’s Google Shopping Ads displaying a picture of the product along with the price, the name of the product and the name of the advertiser/seller.

engagement ringAds like this come as 100% paid models integrating an auction process in Google AdWords. A rapidly growing channel of marketing, it’s both a no-brainer and a highly profitable platform for merchants and plays very importance role in eCommerce marketing strategy. With an average 84% year-over-year increase, it is one thing that online sellers cannot choose to neglect. The Shopping Feed by Google comes in a cheap format and integrates a high ROI for investors. You can even customize the feed with product groups and shopping campaigns using the easy and intuitive Google Merchant Center platform.

dynamic remarketing ads
Ad Examples

Dynamic ads come under the Google AdWords Display Network and allow websites to “dynamically’ display product ads to users. This would be the kind of ad a user sees when he/she is browsing a website, not limited to ecommerce or anything else. If you are running a Dynamic re-marketing Ads; advertisements copies are generated automatically for products that were previously checked / browsed by the user on merchant website. Google remembers these products and remarkets them for the merchant when the user visits other sites through non-intrusive displays.

Dynamic Display Ads for different business types

Dynamic Display Ads for remarketing allows you to create automatic feed of all your products with unique attributes like Product ID, pricing and images. When showing ads to end users, the item details are pulled from your feed and turned into ads. Google Shopping Feed is only available for Retail (eCommerce brand) business but what about those who don’t have retail business and still wants to show dynamic ads?

Don’t worry, Google AdWords allows other businesses to showcase their ads dynamically based on remarketing audience. For example, if a user had previously visited an airline website or checked flight prices online, he/she will show a repeat ad that is tailored for his requirements.

Similar to flight bookings, the remarketing could be about education (programs, courses, schools, colleges, etc), hotels/rentals (property name, destination, pricing, etc) jobs (job title, salary, location, etc), local deals (deal name, description, pricing, deal category, etc), Real Estate (name of listing, pricing, location, etc), Travel (destination, packages, location, and even custom ad listings (details to be provided and customized by the merchant). If your business not falls into above category than choose Custom feed option.

The general attributes to posting dynamic display ads in any of the above categories is the same. However, business needs to provide complete information about the listing including their attributes, specifications and sample values. For example, if you are running a local hotel, the dynamic display ad attributes would include property id, property name, website URL, image URL (to be pulled in for the feed), destination name, property pricing, sale pricing, rating, address and a tracking template (to redirect the end user to the item landing page).

magicbricks dynamic display ads
Ad Example

I have recently checked some of the flats on and spend some time over there. After some time when i was surfing other websites above ad was displaying on them. That means Magic Bricks is also showing dynamic display ads to their remarketing audience.

If you are looking to create a new dynamic display ad feed, it can be easily done from the Google AdWords Account. Retail businesses needs to sign up their business on Google Merchant Center to create shopping feed.

Things to remember before generating feed for Dynamic Display Ads

Feeds are essentially database of your products. While the rows in the spreadsheet are the products/services you are generating a feed for, the more important part of the documents are the columns that contain the attributes (unique IDs, pricing, images, description, etc). These are the details that would be used in the remarketing ad and give a repeat chance to end users to use the service or the product they were interested in. ID’s are important to add in your feed because it will be used by remarketing tag to connect with right audience.

Google AdWords allows you to create feeds specific to user language and currency for multiple markets. However, there are limits to the number of feeds each merchant account can ask for.

How to create and upload feeds at Google Adwords

Feeds can be uploaded to Google AdWords in several formats including .csv, .tsv, .xls and .xlsx. Business Data on the other hand is compatible with UTF -8, UTF-16 and UTF-32. It is however recommended to use UTF-8. Data Transformation doesn’t accrue any loss but you also cannot hope to create in UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.

If you don’t know what values should be add in the feed than don’t worry just download the feed template for particular business from here. Check out below example of custom dynamic feed where you can see the basic information requires to prepare the ads in Google AdWords.

custom feed

Make sure your all listed Final URL & Image URL is working else it will not show the particular product to end users. Once you prepare the Custom feed for your business than just follow below steps to upload feed in AdWords.

  • Go to “Shared Library” from Left Sidebar
  • Click on “Business Data”
  • On right window click on +Data -> Select Dynamic display ad feed -> Select your business type
  • Enter name of your feed
  • Click on Browse for File and attach your feed
  • Select Upload
  • Check if there is any error in the feed. Feed approval can take up to 4 to 5 hours.

shared library

How to create dynamic display ad in Google AdWords

First of all you need to add Google AdWords Remarketing Code into your website to track users. Check out this guide to add remarketing code in website. To create Display campaign, AdGroup and ads follow below steps.

  • Open Google AdWords
  • Click on “Campaign” -> Select “Display Network Only”
  • Choose Marketing Objectives -> Add Locations -> Select Bid Strategy -> Add Budget/per day
  • Add Campaign Name
  • Create Ad Group –> Add AdGroup name
  • Choose Interest & Remarketing -> Select Remarketing List
  • Skip Ads (We will design it later) -> Save and Continue

After creating campaign you need to select feed from where products/services will be fetched. Now go to campaign settings -> Dynamic Ad Setting -> and select uploaded feed.

To create dynamic display ads follow below steps.

  • Go to Ad Group
  • Click on +Ad -> Select “Gallery”
  • Click on Dynamic Ads -> Select custom image ad
  • Add Logo -> Choose Feed Items to show in ads ->
  • Add Final URL -> Add Display URL –> Add/Edit other required information

google adwords dynamic ad

You can see the ad preview on the right side and can make changes in ad color, font or any other format as per your website theme and relevancy.


Remarketing through Dynamic Display Ads scales up the opportunity of conversion to a great extent. Unlike other forms of Ads, these ads are large non intrusive and offers better CTR as compare to traditional display ads. They are of greater relevance to customers than ads that push random products.

About the author

Niraj Bariya working as a online marketing executive at OLBUZ. He is a professional blogger and loves to write about online marketing, gadgets, reviews and ecommerce. Connect with Niraj on LinkedIn or reach out via Twitter.

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