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 or Dynamic Image Ads in Google AdWords (Now Google Ads) for Travel, Education, Real Estate, Jobs, Flights, Hotels, Application source code or any other non-eCommerce business.
Here, we assumes that you are aware of Google Ads 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 Ads like 1 or 2 search campaigns and 1 display campaign etc. to generate leads or sales. To running ads in Google Ads, businesses first need to understand:
- Who are their 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 Ads project they always thinks from user’s point of view. Lets for example, currently we are working on one Ads 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 achieved 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 Ads?
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.
Here is one such example of Google Shopping Ads or Product Listing Ads
Ads like this come as 100% paid models integrating an auction process in Google Ads. 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.
Now, let’s talk about Dynamic Ads in Google ads.
Dynamic ads come under the Google Ads Display Network and allow websites to “dynamically’ display product ads to users. This would be the kind of an 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 (Non-Ecommerce Business)
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 an 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 Ads allows other businesses to showcase their ads dynamically based on remarketing audience. So, if you are into non-ecommerce business or planning to launch new business then don’t worry this guide will help you.
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 Business Type (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).
I have recently checked some of the flats on Magicbricks.com 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. So, this is the remarkable steps to set up Dynamic Ads for real estate business as it will give the high number of leads.
If you are looking to create a new dynamic display ad feed, it can be easily done from the Google Ads Account. Retail businesses needs to sign up their business on Google Merchant Center to create shopping feed.
Things to remember before generating Dynamic Display Ad Feed
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 Ads 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 Ads
Feeds can be uploaded to Google Ads 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.
Currently we are setting up Dynamic Display Ads for Travel business provides different tour packages. Business wanted to showcase dynamic tour package details to those audience who previously visited their website but didn’t inquire about it. Here is the Dynamic Display Feed example for travel business.
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 Ads.
- Click on Tools & Settings
- Now click on “Business Data” under “Set Up” segment
- Now click on “+” button to create new feed
- After that now go to “Dynamic Ad Feed” option and select your business type
- Enter your feed name
- Now upload and attach feed file here
- Click on Preview button to see the complete overview of the custom fee
- Once satisfied with the data then click on “Apply” Button
Check if there is any error in the feed. Feed approval can take up to 4 to 5 hours.
How to create dynamic display ads in Google Ads
First of all you need to add Global Site Tag to your website to tag users. Earlier there was a separate Remarketing Code Installation to track users but now all you need to set up Global Site Tag on your website. Check out this guide for correct step by step guide.
To create Display campaign, AdGroup and ads follow below steps.
- Open Google Ads
- Click on “New Campaign” button
- Now select the campaign Goal
- Select “Display” campaign type from the list
- Now select “Standard Display Campaign” option from the list
- Now set up Campaign Level Settings including Campaign Name, Location and Language
- Set up Bidding Strategy for the Campaign
- Add Daily budget for the campaign
- Set up other important settings
- Now go to Dynamic Ads option and check “Use Dynamic Ads feed for Personalized ads”
- Select your uploaded feed from the drop down options
- Now Skip Ads (We will create directly in Ad Group)
- Save and Continue
Users can create Dynamic Display Ad directly in above steps but it won’t give the proper Ad preview thus we create ads separately here.
To create dynamic display ads follow below steps.
- Go to Ad Group of newly created Campaign
- Click on “+” button to create Ad
- Now select “Responsive Display Ad” to create Ad
- Add Final URL of your targeted landing page
- Upload Image and Logos for the Ad
- To see the preview of Dynamic Display Ad just click on “Computer” icon on right preview window
- Now Click on “Save” to create Ad
You can see the ad preview on the right side and can make changes in ad color, font, call to action or any other format as per your website theme and relevancy.
So, it was the step by step guide of creating and uploading feed for non-ecommerce business, set up dynamic display ad and other important targeting.
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.