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.
Note: On average, dynamic ads see a 2x higher click-through-rate and 50% lower cost per acquisition when compared to static ads.
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
| Medium rectangle: 300×250 | Leaderboard: 728×90 |
| Wide skyscraper: 160×600 | Large rectangle: 300x600 |
| Mobile banner: 320x50 | Billboard: 970x250 |
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
| Logo (Image) | JPG, PNG, Up to 150KB |
| Theme | Select a free template for your ad from our list:
|
| UTM Parameters | Up to 768 characters, macros permitted |
| Destination URL | Automatically pulled from product feed |
| Product Name and Image | Automatically pulled from product feed |
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
| Title | Up to 25 characters, macros permitted (@title for Product Name or @price for the Product Price) |
| Description | Up to 125 characters, macros permitted (@title for Product Name or @price for the Product Price) |
| Brand Name | Up to 30 characters |
| Call to Action | Select from 12 CTAs |
| UTM Parameters (text) | Up to 768 characters |
| Destination URL | Automatically pulled from product feed |
| Product Name and Image | Automatically pulled from product feed |
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.
Note: Spend requirements apply. Please reach out to your Account Manager for more details.
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.