The Google Display Network reaches up to 90% of internet users around the world.
With such a wide reach, it’s no wonder display ads are so successful.
But, to unlock even more ROI out of your display campaigns, you want to be using dynamic display ads.
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What are dynamic display ads?
Dynamic display ads show up across the Google Display Network of 2 million websites and apps. They are tailored to individual visitors based on their previous interactions with your website, other websites, and demographic data.
Unlike static ads, which target each user with the same creative, dynamic ads adapt their messaging and layout to the specific user receiving the ad. The featured products or services, copy, and layout may all change based on the individual viewing the ad — that’s what makes them dynamic. Dynamic ads can be used in both remarketing and prospecting campaigns.
Benefits of dynamic display ads
Given that dynamic display ads are tailored for each impression, the potential benefits of these ads may be obvious, but let’s spell them out anyway.
Dynamic display ads offer increased personalization.
The hyper personalization of display ads is what makes them so effective. When used in remarketing campaigns, they can feature the exact products and services a user looked at on your website. In prospecting campaigns, Google can tailor the messaging of the ad based on an user’s previous search and website history.
They promise better performance.
Google prefers dynamic display ads, so it makes sense that we see more movement and better performance with these campaigns for our clients at Your Marketing People.
Here’s why Google loves dynamic display ads (and advertisers do, too): Instead of you having to guess what ad layout and products are most likely to get a user to convert, Google does this for you, based on real data — such as a person’s previous interactions with your site, the popularity of your different products, and the current platform they’re using.
You can scale up your campaigns in seconds.
With dynamic display ads, you submit a product or service feed to Google, and Google creates an unlimited number of ads tailored to people in your target audience, featuring your products and services. There’s simply no way you can do that manually at scale. Thanks to Google’s powerful AI and machine learning algorithms, they can spin up dynamic display ads in seconds.
Dynamic display ads leverage optimized bidding.
Dynamic display ads also boast a stronger ROI. In addition to serving up the best possible combination of ad creative and layout, Google also optimizes the best bid for each impression, improving both your conversions — and what you pay for each one.
Downsides of dynamic display ads
Dynamic display ads have a lot to offer. Their downsides are mostly limited to aesthetics. For example:
Dynamic display ads have limited branding options.
When creating your campaigns, you have to choose from a set of Google-approved fonts and colors, which may not match your brand exactly. But trust us: they’ll be close enough. Your brand designer may be able to tell the difference, but your customers won’t.
You have less control over every aspect of the campaign.
You can only pick the colors, creatives, and headlines. As for how to combine them most effectively, that’s for google to decide. It can be tough to let go of this control in the beginning, but as you start to enjoy the results of your campaigns, you’ll get over it!
It is possible to waste spend.
When running dynamic display ads for remarketing, it is essential to keep your product or service feed updated. Otherwise, Google may end up showing out of stock items in your campaign — leading to wasted spend and frustrated customers.
Are dynamic ads better?
We think so! Dynamic display ads are an essential element of any Google advertising strategy. They’re especially useful for businesses with large or frequently updated product catalogs, strong competition, and B2C businesses (although we’ve seen them work well for B2B, too).If you’re ready to see what dynamic display ads can do for your business, contact us now. Let’s craft a custom advertising strategy that drives results.
