Static vs Dynamic Retargeting Ad Groups
The different type of ad groups are Static or Dynamic, and are available in Retargeting Campaigns.
Updated over a week ago

What is an Ad Group?

An Ad Group is a group of ads consisting of various display ad sizes that live within your Campaign. The different type of ad groups Springbot offers are called Static or Dynamic. All ads - static or dynamic consist of the same sizes and have the same requirements:

Image title


Store Name

Call to Action Button (specifically one that leads the customer to your approved store's website)



Static Web Ads

A Static Web ad are the most common type of display ad. They consist of a single file, minimal animation, and one landing page. Image ads have a lifestyle graphic, a business logo, and a call-to-action.

Pros of running Static Ads:

  • Lifestyle Image Use: Lifestyle images help show your product in use so a customer can relate to the product - from a piece of clothing on a model to a dog playing with a frisbee.

  • Tagline Inclusion: Static ads are flat images, meaning you can include a tagline that entices shoppers to return to your site or understand your brand.

  • Selection of Landing Pages: When you launch a set of static ads, you get to decide what landing page they are guided to when they click the ad - for example sale pages, about us pages, etc.

Cons of running Static Ads:

  • Ad Fatigue: As the same ad serves thousands of impressions, ads will start to show multiple times to users as they return to your site, but because they have seen it before, it may not be as eye-catching, causing engagement to decline. We recommend switching the ad design out quarterly if possible.

  • Design Requirements: To launch static ads, you will need to use a tool to design the ads, which we recognize. We recommend Bannersnack or Canva for easy and quick ad design.

Here is a preview of what those ads may look like:

Dynamic Web Ads

A Dynamic retargeting web ad is an ad that displays a scrolling product feed based on what products the customer viewed on your website. For example, if a customer is on your website and looks at a hat, shirt, and shoes and then navigates away from your site to another website, your ad could possibly appear there as a dynamic ad.

Pros of running dynamic ads:

  • Drive better performance: Dynamic ads drive 34% lower cost-per-acquisition (CPA) than static ads.

  • Personalized ads: Always reach your visitors with the most relevant, up-to-date content wherever they are. This also shows the specific product they previously viewed and lands them on the product page - ready to add to the cart.

  • Hands-free ads: Let dynamic ads do the heavy lifting, no additional resources or work is needed.

Cons of running dynamic ads:

  • In Stock Issue: You want to run dynamic ads only if your products are continually in stock because if you show a product out of stock, there is a risk of the link not working

  • Product Image Clarity: Dynamic ads focus solely on the product image and product name. If those may not be 100% clear to the customer of what they may have browsed, it may serve as a risk

Here is a preview of what those ads may look like:

Where will my web ads be shown?

Our partnership with AdRoll allows us to track your customers on the web after they leave your site, or serve web ads to potential shoppers on the web. A few examples of common sites are,,, and many more! AdRoll will intelligently analyze the user behavior and place the ads accordingly to bring in the best performance.

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