Introduction to Dynamic Remarketing in Google Ads – Google Web Designer


KENT: Hi my name is Kent I’m the creative specialist on the Google Web Designer team and I’d like to show how to get
started creating custom dynamic creatives for Google Ads First I want to
point out that you must be approved for this type of ad before getting started Contact Google Ads support for more info Generally I start with a template which
is much easier but just to demonstrate the basics and you can work this way if you like I’ll start with a new blank file change the environment to Google
Ads give it a name and I have some other optional settings here I can leave as is With the Text tool draw a rectangle and key in some placeholder text which is optional Then I want to rename this in the layers
panel I’ll call it item-title-txt Now I can make this dynamic by
right-clicking the element and selecting Dynamic bindings from the context menu or I can open up the Dynamic panel on the bindings tab click the little Add
icon in the bottom corner The first thing I need to do is specify my data schema which means the type of feed I’m using normally that’s already set up
before I start working in Google Web Designer but in case it’s not, here’s
some background Retail feeds are created in the Google Merchant Center GMC and used to sell products like shoes or phones everything else is a business
data feed and the two systems are completely different Business data feeds
include most of these verticals like Custom and Hotels & Rentals and each one has a different combination of data fields so the choice of which one to use
depends on the information you want to show For example if I want to show star
ratings then I need to use the Hotels & Rentals feed if I have an education
business but I want to show prices then I’m in trouble because prices aren’t
available in the Education vertical so I might use Custom which supports more fields for this reason Custom is popular so I’ll choose Custom Now I can select
that text element by the name we gave it in the layers panel and I can set its
text content to an item in my feed Index means which number and refers to what we
call a payload or the six items that have been selected from my entire product feed so I may have a thousand items in my feed and when this ad is
shown the six most relevant products for each user are selected and that’s the
group I’m working with so I always start with index 0 because that’s the first
most relevant product but it’s also possible that only four products were found so another reason to start with 0 Note that index 0 is probably a
different product each time the ad is shown so this really means show my best
match first Next I have these 9 values available for each item and I’ll choose
the title which in this case is the name of my product the tab key commits the
change and OK closes the dialog Now to see the result change the Dynamic panel
to Sample data and I’ll select this built-in feed called five_product_feed and now I see dynamic text in this field A word about these sample data feeds they are only for preview convenience in Google Web Designer and have no effect on the published ad I can upload this file to
my Google Ads account right now and see my real data but it’s usually helpful to
see that info here while I’m working so to change the sample data I can double-click to edit the content in the sample feed I can also import sample data by
selecting a JSON file create a new sample feed which creates a
new blank feed I can add a feed to my library and what I’m going to do is load a
feed from my library which already has my products in it and when I select it
I’ll see my text Now I’ll create a dynamic image with the Tag (Element) tool and
image modifier change scaling from stretch to resize then right-click Dynamic bindings and
set the source to my image URL and I’ll see my product
photo note with no sample data selected over in my Properties panel, image source I can select a placeholder image and a shortcut to doing so is just to drag an image onto the stage and make it dynamic but neither way is the best practice because the placeholder image will also be downloaded and we really only want
the dynamic images loaded Between these two, text and images you can handle most
dynamic creative issues One last thing is the dynamic exit this has to be set
on a Tap Area so in my Components panel drag a Tap Area to the stage this is the clickable hotspot and I can use it like a div to wrap and structure elements Right click Dynamic bindings and choose
exit override URL and I’ll set this to my landing page URL To verify this work I’ll preview one click and I see my correct
landing page That about does it for the basics of dynamic authoring so next
let’s walk through a real ad creation from start to finish Here’s the design I want to build as I said I usually start with a template which gives you a head start with some of the setup complexity File, New from
template opens the Template gallery and I can click this yellow icon Dynamic remarketing for Google Ads to see all 23 templates on the left It’s simplest to
use the template with the same feed vertical you’re using and you can see
each template list some key info like dynamic vertical and components like
swipe gallery or star ratings I see this one has the layout I need three items no
gallery but the vertical is Hotels & Rentals and maybe I need the custom
vertical one way to shorten this list is to use the filtering panel by clicking the magnifying glass then I can set the dynamic vertical I’ll use Custom and I
have a lot of other filtering options here but I’ll just proceed by clicking
the main icon again and see my list is shortened to 7 templates now but none
has the 3 item layout I’m looking for so I’ll remove the filter and go back to
that one that looked the best I can use the PREVIEW button to get a
better look this has a responsive version but to keep things simple I’ll
just use 300×250 and preview now I see the dynamic browser preview under sample data I can focus on just one data set and hit the replay button to see I have
some autoplay animation and some rollover action looks good
let’s go ahead and use this back in Google Web Designer click USE LAYOUT give it a name and CREATE Now I’ll make changes like updating my
logo my headline text and the font my background color and even layout changes I’ll delete the
disclaimer move my logo up move my items down and make them taller and I load my product feed Now I preview and I see a few changes I
want to make I see these empty star ratings because my feed doesn’t include
them regardless if my vertical is different from the template like in this case I need to update it and here’s how in my Dynamic panel click the plus icon then change to the Data schema tab now I can select the Custom vertical and
accept this and I see all my bindings and it’s a good idea to go through and
double check each one re-select each one of these bindings to make sure it’s
really available in my new feed so for example ratings is not available so I’ll delete this binding now back in my file I don’t need those
empty star ratings so I’ll delete those components and I can continue editing like this changing colors and fonts but just to save time let’s try one last
preview and do some QA checks in addition to the Ad Validator which I see is giving
me the green light now adjust to show only my feed open dev tools, command option I on the
Mac clear the log and reload the ad now I’m checking for errors which will be
shown in red next confirm my ad exits correctly which in this case logs the
product number I clicked on and this looks okay so everything looks good it’s
time to publish I’ll choose publish locally select the
zip and publish then in Google Ads I need to be in a dynamic account with
the correct vertical custom in this case I’ll upload my ad choosing that zip we’ve
just created and I’ll see a preview page like this That does it for my intro to
custom dynamic in Google Ads Thanks for watching!

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