Some advertisers using standard dynamic ads will begin to notice suggested responsive ads set up in their dynamic campaigns. Until these ads are reviewed and enabled, they'll remain paused. Responsive ads have a streamlined setup process and may help improve the overall performance of dynamic remarketing campaigns.
Existing standard dynamic ads are read-only in the new Google Ads experience, but they'll still serve unless paused by advertisers.
To get started, create your feed offline as a .csv, .tsv, .xls, or xlsx file, then upload it to your account's "Business data" section. If you're a retail business, use the Google Merchant Center to upload your product feed.
With dynamic remarketing, you'll create a feed of all your products or services along with attributes like unique IDs, images, and prices. Using the details from your feed to create responsive ads, dynamic remarketing shows the most relevant information in these ads to people who previously visited your website.
There are different types of feeds for different business types. For example, an airline might create a flights feed. People who visited the airline's website might then notice ads tailored with information about the flights they searched for, viewed, or started to book.
On this page
- About feeds
- Get feed templates and specs for your business type
- Create and upload a new feed
- Fix problems with your feed
About feeds
When you create a feed, you're essentially creating a database of products or services that can be used in your responsive ads. Here are a couple of items that the airline (from the example above) might include in their flights feed:
| Destination ID | Flight description | Final URL | Flight price |
|---|---|---|---|
| SFO | Book your flight | http://example.com/flights_SFO | 900.00 USD |
| BOS | Book your flight | http://example.com/flights_BOS | 650.00 USD |
- Feeds can be created as a .csv, .tsv, .xls, or xlsx file and then uploaded to Google Ads.
- Rows are products or services.
- Columns are attributes of each item you've listed (such as unique IDs, prices, and descriptions) and should match the letters and spaces of their specs. IDs are important to include in your feed because they're used by your Google tag to connect people on your lists with products they viewed.
- If you want to add a new column after you've uploaded your feed to Google Ads, you'll need to create a new feed.
- For products or services that are available in different markets, create a feed for each language and currency.
- "Business data" supports UTF-8, UTF-16 and UTF-32 (it's best to use UTF-8). The data transformation between these formats is lossless. "Business data" doesn't support UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.
- There are limits to the number of feeds and feed items per account. Learn more About your Google Ads account limits.
Get feed templates and specs for your business type
There are different types of feeds for different types of businesses and you'll want to choose the type that represents your products or services. The type of feed you create should match the business type you selected when creating your dynamic remarketing campaign. Use the "Custom" feed only if the other business types don't apply to your products or services.
Note:The "Attribute" headers need to stay as they are in order to ensure feed templates are read properly. Non-English feeds also need to keep their "Attribute" headers in their original English values in order for the system to recognize them.
| Attribute | Specification | Sample values | Can be displayed in ad |
|---|---|---|---|
Program ID* matches the id parameter of the item object |
Any sequence of letters and digits. IDs must be unique and match the values from your Google tag. | 1255 | |
Location ID matches the event parameter location_id |
Any sequence of letters and digits. ID sequence (for example program ID + Location ID, or just Location ID) must be unique. | Mountain View | |
| Program name* | 25 characters maximum (12 for double-width languages). | Nursing | |
| School name | 25 characters maximum (12 for double-width languages). | MTV School of Nursing | |
| Final URL Upgraded URLs | Same domain as your website. Begins with "http://" or "https://" | http://example.com/nursing | |
| Thumbnail image URL | PNG (recommended), JPG, or GIF. JPG or GIF must be saved in RGB color code with an ICC profile. 300 px x 300 px and 72 dpi recommended. 11.4MB and 6 million pixels maximum. | http://www.example.com/thumbnail.png | |
| Image URL | Same as above. | http://www.example.com/image.png | |
| Area of study | 25 characters maximum (12 for double-width languages). | Health | |
| Program description | 25 characters maximum (12 for double-width languages). | Nursing certification | |
| Contextual keywords | Text. Use semicolons to separate multiple keywords. | Nursing certification; Mountain View | |
| Address | Use one of these formatting methods:
|
|
|
| Tracking template Upgraded URLs | Include any ValueTrack parameters, custom parameters, or tracking redirects for your item URL. | {lpurl}?usertype={_user}&ad={_adformatid}&src=google or http://redirect.com?url={lpurl} | |
| Custom parameter Upgraded URLs | Include up to 3 key:value pairs, which are automatically filled up in the click URL. Neither one can exceed 16 characters or 200 bytes. Use semicolons to separate key:value pairs. The key must be alphanumeric (letters and numbers only). | {_program}=nursing;{_type}=certification | |
| Destination URL** | Same domain as your website. Begins with "http://" or "https://" | http://example.com/nursing | |
| Final mobile URL |
Your product’s mobile-optimized landing page when you have a different URL for mobile web and desktop traffic. If you're currently using the 'ifmobile' ValueTrack parameter in your URLs, make sure it won't cause issues if you decide to use the 'final_mobile_url' attribute in conjunction with this 'ifmobile' ValueTrack parameter. |
http://www.m.example.com/asp/sp.asp?id=1030 | |
| Similar Program IDs | String list of recommended Program IDs to show together with this item. | 1275,1285,1255 |
*Required
**Required if you're not using "Final URL."
| Attribute | Specification | Sample values | Can be displayed in ad |
|---|---|---|---|
Destination ID* matches the id parameter of the item object |
Any sequence of letters and digits. IDs must be unique and match the values from your Googletag. | PAR | |
| Origin ID matches the event parameter destination |
Any sequence of letters and digits. ID sequence (for example Destination ID + Origin ID) must be unique. |
LON | |
| Flight description* | 25 characters maximum (12 for double-width languages). | Book your ticket | |
| Final URL Upgraded URLs | Same domain as your website. Begins with "http://" or "https://" | http://example.com/flights | |
|
Image URL (Highly recommended) |
PNG recommended), JPG, or GIF. JPG or GIF must be saved in RGB color code with an ICC profile. 300 px x 300 px and 72 dpi recommended. 11.4MB and 6 million pixels maximum. | http://www.example.com/image.png | |
| Destination name | 25 characters maximum (12 for double-width languages). | Paris | |
| Origin name | 25 characters maximum (12 for double-width languages). | London | |
|
Flight price (Highly recommended) |
Number followed by the alphabetic currency code, ISO 4217 standard. Use '.' as the decimal mark. | 100.00 USD | |
| Flight sale price | Number followed by the alphabetic currency code, ISO 4217 standard. Use '.' as the decimal mark. Make values for "Flight sale price" less than values for "Flight price." | 80.00 USD | |
| Formatted price | 20 characters maximum. If included in your feed, this attribute is used in your ad instead of "Price." For better results, use this attribute in addition to "Price." Not recommended if prices change frequently. |
|
|
| Formatted sale price | 20 characters maximum. If included in your feed, this attribute is used in your ad instead of "Sale price." For better results, use this attribute in addition to "Sale price." Not recommended if prices change frequently. |
|
|
| Tracking template Upgraded URLs | Include any ValueTrack parameters, custom parameters, or tracking redirects for your item URL. | {lpurl}?usertype={_user}&ad={_adformatid}&src=google or http://redirect.com?url={lpurl} | |
| Custom parameter Upgraded URLs | Include up to 3 key:value pairs, which are automatically filled up in the click URL. Neither one can exceed 16 characters or 200 bytes. Use semicolons to separate key:value pairs. | {_dest}=PAR;{_type}=international | |
| Destination URL** | Same domain as your website. Begins with "http://" or "https://" | http://example.com/flights | |
| Final mobile URL |
Your product’s mobile-optimized landing page when you have a different URL for mobile web and desktop traffic. If you're currently using the 'ifmobile' ValueTrack parameter in your URLs, make sure it won't cause issues if you decide to use the 'final_mobile_url' attribute in conjunction with this 'ifmobile' ValueTrack parameter. |
http://www.m.example.com/asp/sp.asp?id=1030 | |
| Similar Destination IDs | String list of recommended Destination IDs to show together with this item. | PAR,LON | |
| Android app link |
Adds a deep link for Android in the form of *android-app://{package_id}/{scheme}/{host_path}*. Description of field:
|
http://example.com/gizmos?1234 → android-app://com.example.android/http/example.com/gizmos?1234 | |
| iOS app link |
Adds a deep link for iOS in the form of *{scheme}://{host}/{path}*. Description of field:
|
exampleApp://content/page | |
| iOS app store ID | This is used to check if the user has the app installed on their device before deep linking. This is recommended if your iOS mobile app landing page offers a better experience than your website landing page and you don't support Universal Links for iOS deep linking. This value is an integer. If this is present, iOS app link must also be present. | 12345678 |
*Required
**Required if you're not using "Final URL."
| Attribute | Specification | Sample values | Can be displayed in ad |
|---|---|---|---|
Property ID* matches the id parameter of the item object |
Any sequence of letters and digits. IDs must be unique and match the values from your Google tag. | 52639 | |
| Property name* | Any sequence of letters and digits. IDs must be unique. | Mountain View Hotel | |
| Final URL Upgraded URLs | Same domain as your website. Begins with "http://" or "https://" | http://www.example.com/hotel | |
|
Image URL (Highly recommended) |
PNG (recommended), JPG, or GIF. JPG or GIF must be saved in RGB color code with an ICC profile. 300 px x 300 px and 72 dpi recommended. 11.4MB and 6 million pixels maximum. | http://www.example.com/image.png | |
| Destination name | 25 characters maximum (12 for double-width languages). | Downtown Mountain View | |
|
Description (Highly recommended) |
25 characters maximum (12 for double-width languages). | Close to SJC Airport | |
|
Price (Highly recommended) |
Number followed by the alphabetic currency code, ISO 4217 standard. Use '.' as the decimal mark. | 100.00 USD | |
| Sale price | Number followed by the alphabetic currency code, ISO 4217 standard. Use '.' as the decimal mark. Make values for "Sale price" less than values for "Price." | 80.00 USD | |
| Formatted price | 20 characters maximum. If included in your feed, this attribute is used in your ad instead of "Price." For better results, use this attribute in addition to "Price." Not recommended if prices change frequently. |
|
|
| Formatted sale price | 20 characters maximum. If included in your feed, this attribute is used in your ad instead of "Sale price." For better results, use this attribute in addition to "Sale price." Not recommended if prices change frequently. |
|
|
| Star rating | Must be a number, 1–5. | 3 | |
| Category | Text | Hotel suite | Content |
| Contextual keywords | Text. Use semicolons to separate multiple keywords. | Mountain View "Hotels"; South Bay hotels | |
| Address | Use one of these formatting methods:
|
|
|
| Tracking template Upgraded URLs | Include any ValueTrack parameters, custom parameters, or tracking redirects for your item URL. | {lpurl}?usertype={_user}&ad={_adformatid}&src=google or http://redirect.com?url={lpurl} | |
| Custom parameter Upgraded URLs | Include up to 3 key:value pairs, which are automatically filled up in the click URL. Neither one can exceed 16 characters or 200 bytes. Use semicolons to separate key:value pairs. | {_hotelid}=12345;{_type}=resort | |
| Destination URL** | Same domain as your website. Begins with "http://" or "https://" | http://example.com/hotel | |
| Final mobile URL |
Your product’s mobile-optimized landing page when you have a different URL for mobile web and desktop traffic. If you're currently using the 'ifmobile' ValueTrack parameter in your URLs, make sure it won't cause issues if you decide to use the 'final_mobile_url' attribute in conjunction with this 'ifmobile' ValueTrack parameter. |
http://www.m.example.com/asp/sp.asp?id=1030 | |
| Similar Property IDs | String list of recommended Property IDs to show together with this item. | 52639,52640,52641 | |
| Android app link |
Adds a deep link for Android in the form of *android-app://{package_id}/{scheme}/{host_path}*. Description of field:
|
http://example.com/gizmos?1234 → android-app://com.example.android/http/example.com/gizmos?1234 | |
| iOS app link |
Adds a deep link for iOS in the form of *{scheme}://{host}/{path}*. Description of field:
|
exampleApp://content/page | |
| iOS app store ID | This is used to check if the user has the app installed on their device before deep linking. This is recommended if your iOS mobile app landing page offers a better experience than your website landing page and you don't support Universal Links for iOS deep linking. This value is an integer. If this is present, iOS app link must also be present. | 12345678 |
*Required
**Required if you're not using "Final URL."
| Attribute | Specification | Sample values | Can be displayed in ad |
|---|---|---|---|
Job ID* matches the id parameter of the item object |
Any sequence of letters and digits. IDs must be unique and match the values from your Google tag. | 1255 | |
Location ID matches the event parameter location_id |
Any sequence of letters and digits. ID sequence (Job ID + Location ID, or Location ID only) must be unique. | MTV | |
| Title* | 25 characters maximum (12 for double-width languages). | Software engineer | |
| Final URL Upgraded URLs | Same domain as your website. Begins with "http://" or "https://" | http://www.example.com/jobs | |
|
Image URL (Highly recommended) |
PNG (recommended), JPG, or GIF. JPG or GIF must be saved in RGB color code with an ICC profile. 300 px x 300 px and 72 dpi recommended. 11.4MB and 6 million pixels maximum. | http://www.example.com/image.png | |
| Subtitle | 25 characters maximum (12 for double-width languages). | Level II | |
|
Description (Highly recommended) |
25 characters maximum (12 for double-width languages). | Use your technical skills | |
|
Salary (Highly recommended) |
25 characters maximum (12 for double-width languages). | $100,000 | |
| Category | Text | Technical | |
| Contextual keywords | Text. Use semicolons to separate multiple keywords. | Software engineering job; Software jobs | |
| Address | Use one of these formatting methods:
|
|
|
| Tracking template Upgraded URLs | Include any ValueTrack parameters, custom parameters, or tracking redirects for your item URL. | {lpurl}?usertype={_user}&ad={_adformatid}&src=google or http://redirect.com?url={lpurl} | |
| Custom parameter Upgraded URLs | Include up to 3 key:value pairs, which are automatically filled up in the click URL. Neither one can exceed 16 characters or 200 bytes. Use semicolons to separate key:value pairs. | {_job}=1234;{_type}=engineering | |
| Destination URL** | Same domain as your website. Begins with "http://" or "https://" | http://example.com/jobs | |
| Final mobile URL |
Your product’s mobile-optimized landing page when you have a different URL for mobile web and desktop traffic. If you're currently using the 'ifmobile' ValueTrack parameter in your URLs, make sure it won't cause issues if you decide to use the 'final_mobile_url' attribute in conjunction with this 'ifmobile' ValueTrack parameter. |
http://www.m.example.com/asp/sp.asp?id=1030 | |
| Similar Job IDs | String list of recommended Job IDs to show together with this item. | 1275,1285,1256 |
*Required
**Required if you're not using "Final URL."
| Attribute | Specification | Sample values | Can be displayed in ad |
|---|---|---|---|
Deal ID* matches the id parameter of the item object |
Any sequence of letters and digits. IDs must be unique and match the values from your Google tag. | 1234 | |
| Deal name* |