Dynamic ads enable you to engage visitors with personalized ads across devices, on both web and social. Based on site visitors' demonstrated intent on your site, dynamic ads feature previously viewed, recommended, or top products.

To create dynamic web ads within AdRoll, you must have a hosted product feed or have one of our supported ecommerce integrations. The images used in these ads are pulled directly from your product feed.

Dynamic Image Ads

Ad Sizes

Edit Ads

You can change the ad name or tracking parameters in edit mode. However, if you want to change any ad elements (logo, CTA, color, or theme), you'll need to create a new ad set following the steps listed above.

Format Guidelines

Note: Macros are strings of text that are replaced by a value or code when the ad gets served. For example, @title will be replaced with the actual title of the advertised product. This information is obtained directly from your product feed. We strongly encourage combining macros with static copy.

Dynamic Native Web Ads

Native ads appear as a part of the design of the web page they’re on. Rather than standing out as an ad, native ads tend to have an editorial look and feel, with a softer selling approach. A dynamic native ad typically showcases one product image pulled from your product feed, your company name, a title, and a description.

Example

Format Guidelines

Note: Macros are strings of text that are replaced by a value or code when the ad gets served. For example, @title will be replaced with the actual title of the advertised product. This information is obtained directly from your product feed. We strongly encourage combining macros with static copy. 

Create Dynamic Ads

Learn how to create dynamic ads here.

Custom Dynamic Ads

Go beyond templates with custom Dynamic web ads. Our in-house creative team is available to build impactful, on-brand ads. Browse through some of our creative capabilities and designs here. Please follow the Creative Assets Guidelines below if you wish to request the Custom Dynamic Ads.

Creative Assets Guidelines

To get started with Custom Dynamic Ads, email your Account Manager and provide the content from the following checklist:

☑️ Exact ad copy & CTA copy for each set requested:

•  Use clear and simple text. 60 characters or less recommended.

☑️ Logo files:

•  Vector file format recommended .ai / .svg / .eps.
• .jpg / .png are also accepted.

☑️ High-quality images and graphics:

•  Image size 1000x1000px to allow cropping for different ad sizes.
• Avoid images with text and graphics included. Alternatively please supply the editable layered source files (.psd / .ai / .figma).
• You should provide your own images, we do not source stock images.
• We accept .jpg / .png / .webp / .ai / .svg / .eps / .psd / .figma file formats.

☑️ Video Files if requesting in-banner video ads:

• .MP4 format recommended. MOV is also accepted.
• File size up to 1GB (the design team will downsize video to an acceptable file size for use in banner ads).
• Maximum in-banner video length is 30 seconds
• Aspect ratio 16:9 or 1:1 is recommended, however any ratio is accepted.
• Text-free video is preferred. Avoid video with text/graphic overlays as it can cause issues with cropping and legibility in smaller ad sizes.
• Sound is not supported. The design team will mute audio in the video files.

☑️ Your desired fonts. Dynamic Ads use Google Fonts - they are the most reliable and there are hundreds to choose from. Provide a link to your preferred option or we will select a comparable font to what's used on your site.

☑️ General design direction:

• Describe what you want the ads to look like.
• If you aren’t sure, provide previous ad examples or your Static/HTML5 ad examples to base new ads on.
• Alternatively, you can ask to match the style of your website.
• Provide your company brand guidelines (optional but recommended).

☑️ If you want to design your own ads, please provide editable layered source files including all linked assets (.psd / .ai / .figma). Our design team can then incorporate dynamic product recommendations.

Best Practices

Dynamic ads drive a 44% lift in ROAS and a 115% increase in CTR. While our highly talented team of designers can shape almost any asset into stunning, high-performing web display ads, here are some tips:

Shoot eye catching, high-quality product photos

Products are at the heart of your dynamic ads campaign. Strong product visuals are central to making the sale.

Maintain consistent size/aspect ratio

Consistency in product image size and aspect ratio is visually appealing. With consistent product image sizes, ads of all sizes across all platforms will be better-served.

Use transparent backgrounds

Transparent backgrounds highlight your product to make it the focus of the ad.

Compose catchy copy and a call to action

Copy should be direct and eye-catching. Communicate customer benefits, appeal to their needs, and provide a clear call to action.

Keep product titles and descriptions brief

Brief titles and descriptions are more likely to grab the fast-moving eyes of former shoppers, especially when products are only displayed for an average of five seconds.

Test to see what works best

We recommend setting up an A/B test to determine what works for you.

Stay fresh

To avoid ad fatigue, refresh the look and feel of your ads. We recommend a creative refresh once per quarter.