Inside Bannerflow | 04 MIN READ

Dynamic Banner Ads – what they are and how they work with Bannerflow

Dynamic banner ads are a new way of reaching more specific, targeted audiences using Bannerflow, and the newly developed BannerFlow Targeting Module. The ‘dynamic’ in the name refers to the fact that the content adapts, based on the user’s previous browsing behaviour.

You create a template banner, but then the actual ad varies based on what products and pages the user has viewed on your site previously. This is a really effective way to re-engage your users after they’ve left your site, as they will see products they’ve already expressed interest in.

The reason they work so well is that the higher the relevance of the ad to the user, the more likely they are to interact with it. This, in turn, increases your conversions.

Graph image

The best thing is, you don’t need to create hundreds of different banners. All you need is a template and an .xml feed.

Here’s a step by step guide on how to go about including dynamic banner ads in your display campaigns:

Step One – The .xml feed

As with any other type of feed banner, you need to upload an .xml file with all of the products and offers you would want to be displayed in your dynamic banner ads. The file should look something like this:

xml file image

This is the foundation on which your whole dynamic campaign is based. It contains all the products, prices and information your banner needs to display the right ad to the right people.

Step Two – The Banner

Now you need to create your banner in BannerFlow, and use the BannerFlow Targeting Module. It will serve as a template and will pull products, text, and corresponding images from the .xml feed. The banner should be quite a simple, attractive design with a strong call to action and a fantastic image.

Banner template

Make sure your branding is prominent too, so the user is more likely to realise why they are seeing these ads. If you do a great job here, all your banners will look fantastic, and look as though they have been specifically made for each individual user, which in turn should make them feel special.

If you want more advice on the best ways to design banners, check out our blog, or get in touch today.

Step Three – Coding

No, not the coding of the actual banner! Bannerflow takes care of all of this behind the scenes. We’re talking about implementing the code on various pages and products on your website, which then place a cookie in the user’s browser which then allows these Dynamic Banner Ads to be shown to them.

This is only one line of code, and is easy to implement. You just need to make sure that it’s on each page of the products you then want to advertise to the users who look at them.

Also, make sure you include a burn pixel. It’s another line of code, but this one makes sure that once the user has completed the action you desired from your ad, they will no longer see it. This means you won’t be annoying your customers by constantly advertising things that they have already bought.

Pixel burn image

Step Four – Use Retargeting Platform

Now you have made uploaded your feeds, made your banner and placed the code where you need to on your website, you need to look into which retargeting platform to use. Whichever service you pick, whether that’s Adroll, Retargeter, Adwords, or any of the other many, many platforms, you need to research to see which suits your needs the best in terms of budget, and where the ads will be displayed.

These platforms will be the ones that display your carefully made ads around the web, so make sure you pick the right one for you.

Now what?

Now’s the time to test, analyse and optimise. If your conversion is a little lower than you were hoping for, carry out some A/B testing, which could end up giving you a definitive answer on which banner sets are more effective. If the graph looks like the one below, you have one clear winner.

A/B Testing graph

Keep an eye on which products are performing best too, and give these a bigger push. Also, analyse which demographics are more responsive to the ad, which is info that should be available through your retargeting platform. There will be no definitive ads, but after a short period, you should be able to optimise your campaign to take advantage of any emerging patterns.


If you follow this brief guide to using Dynamic Banner Ads and the BannerFlow Targeting Module, you should see the conversion of your campaigns rise significantly compared to the standard banners you may have been using before.

You can create hundreds of different banners, all for different but specific audiences, based on their browsing behaviour on your site. This means that you’re saving massive amounts of time while making a more engaging ad campaign with a higher conversion rate. The only real question that remains is, what are you waiting for?

To see the BannerFlow Targeting Module in action, book a demo below.

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