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 300x250 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!
