6. Create responsive display ads

The final step is to create responsive display ads, which pull products or services from your feed. Google Ads determines which items to include in your ads using feed keys, which are combinations of event parameters (although a feed key may include only one parameter). For example, if a user searches for flights from Paris to London, Google Ads will take the feed key “PAR+LON”, and match it with the Origin ID and Destination ID columns in the flights feed. Once the feed key is matched to your feed, Google Ads can show the user ads for flights from Paris to London.

Instructions

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Ads.
4. Click the plus icon, then select Responsive display ad.
5. Click Select an ad group.
6. In the 'Select an ad group' window, click on your campaign.
   • On the right, click on the name of your ad group.
7. Click on Images in the grey box with a plus icon.
8. In the next menu, click on a tab and follow the onscreen instructions to select an image or logo. Learn how to create display ads for dynamic remarketing
9. Add a short headline, long headline, description, business name and final URL.
10. Optional:
    • Recommended: Add promotion text. Here you can include specific information around seasonal and other promotions, for example '40% off all Easter supplies'. To include recommended promotional text, click More options, tick the box beside 'Dynamic ad options' and add your promotion text.
    • Click on Advanced URL options, Additional format options, or More Options to further customise your ad.
    • You can also preview your ad on the right side of the page.
11. Click Save.

See detailed instructions