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Dynamic Web Ads

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

You can create native web ads in both your Ads tab and when you create a campaign. The following instructions are for creation in the Ads tab.

  1. Navigate to your Ads tab.

  2. Click Create Ads and select Web Dynamic Ad to open the ad builder.

  3. Name your ad set under Ad Set Name. This will be your internal naming label at the end of all dynamic web ads in this set.
  4. Drag and drop your logo or select a file from your computer. If you need to change the logo, click the X on the uploaded image and select a new image. Reference the previews to the right to see placement and appearance across all ad sizes and themes.
  5. Select your call-to-action (CTA) or input your own.

  6. Select a color to apply to the theme (the CTA button and/or background color). You can enter the hex code or select from the drop-down color palette.

  7. Select your display price. We automatically pull the pricing component from your product feed to dynamically showcase the price within your ads. You can also choose to hide this.
  8. Select a theme. This will preview different styles, interactions, and layouts for your ads. You can click each ad for a larger preview and to interact with the ad animation.

  9. Select Create Ads and add these ads to your dynamic web campaigns

Advanced Options allows you to enter any tracking you would like to append to your ads.

Note: URL is the product URL, so 3rd party click trackers (e.g. Doubleclick) or tracking parameters (e.g. UTM parameters) are dynamically appended to each product URL.

Ad Sizes

Your dynamic web ads will appear in the following sizes:

  • Medium rectangle: 300×250

  • Leaderboard: 728×90

  • Wide skyscraper: 160×600

  • Large rectangle: 300x600

Edit Dynamic 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.

A native web ad matches the visual design and function of the webpage experience. They look and feel like natural content and function in a similar manner. A dynamic native web ad takes the ad experience one step further by featuring previously viewed products or recommendations directly from your product feed to the end-user. 

Dynamic Native Web Ads

Dynamic native web ads can be created within your AdRoll ad library the same way your native web ads are created. To get started you must have a hosted product feed or be integrated with AdRoll through one of our support e-commerce integrations.

 For more information, check out our report on How to Take Advantage of Native Advertising.

  • Dynamic native web ads don't require a call-to-action button.
  • Dynamic native web ads do not require a logo display within the ad - it requires a Brand Name to be displayed.
  • Creating a longer title and description benefits performance with dynamic native web ads. With more text, the ad looks more like natural content within the webpage it’s being displayed in.


Image: 600x315px or larger pulled from product feed. We automatically crop and zoom the images to fit.

Title: The title will default to the title of your product within your product feed. We recommend longer titles, up to 90 characters.

Description: The description will default to the description of your product within your product feed. We recommend longer descriptions, up to 140 characters.

Brand Name: Display your brand name in 30 characters or less. This is your business name that will display in the ads.

Best Practices

We’ve seen 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 7 things that every advertiser should to get the most out of their campaign:

Shoot eye catching, high-quality product photos

Products are at the heart of your dynamic ads campaign. That’s why it’s important to make sure they are well photographed and represented visually to attract viewers. While the ad surrounding a product image can grab attention, it cannot sell products. Strong product visuals are central to the sale.

Maintain consistent size and/or aspect ratio

Consistency in product image size and aspect ratio is incredibly appealing: think Pinterest or Instagram. While the latest trend may be rows and columns of squares, consistency of any dimension is most important. With consistent product image sizes, ads of all sizes across all platforms will be better served. 

Use transparent backgrounds

Product images with transparent backgrounds get us really excited, but it is not a requirement. With transparent backgrounds, the product can lift right off the ad and into your audience’s focus. Ads gain more dimension with background texture or imagery. 

Compose catchy copy and a call to action

Ad copy should always be direct and eye-catching. Communicate customer benefits, appeal to their needs, and provide a clear call to action. As the expert on your brand voice, it is important that you craft your copy carefully for dynamic web display ads. 

Keep product titles and descriptions brief

Brief product titles and descriptions are more likely to grab the often fast-moving eyes of former shoppers, especially when products are only displayed for an average of five seconds. And just like consistency with images is important, so is consistency in the lengths of product titles and descriptions, as we must design for both the shortest and longest.

Test to see what works best

Price or no price? Navigation arrows or no navigation arrows? The answer varies. We would rather skip the guesswork and set up an A/B test to determine the right answer. And if you have radically different designs, we can help you multivariate test those, too.

Stay fresh

Ad fatigue is a real symptom for online shoppers. That’s why it is important to refresh the look and feel of your ads every so often. We recommend a creative refresh once per quarter, and we are happy to make that happen.


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