A feed is a stream of content that you can scroll through. The content appears in similar-looking blocks that repeat one after the other. For example a feed can be editorial (e.g., a list of articles or news) or listings (e.g., a list of products, services, etc.). Feeds can appear anywhere on the page.
Note: For the purposes of In-feed ads, a feed doesn’t refer to a web syndication feed such as RSS.
Some examples of feeds include:
- The main feed on a homepage (e.g. a news feed)
- The main feed on a product or services results page
- A horizontal feed on the page
- A text-only feed
You could have a site that has a different feed on mobile vs. desktop. For example, a desktop grid layout that becomes a feed when viewed on mobile. In this case, you can create separate In-feed ads for the different screen sizes.
Note: The width of your feed must be greater than 250 pixels to show In-feed ads.
Native In-feed Ads
In-feed ads are a new format that you place inside your feed to help monetise your site and provide a better user experience to your visitors. For example, a feed can be an editorial feed (e.g. a list of articles or news) or listings (e.g. a list of products, services, etc.). In-feed ads are native which means that you customise them to match the look and feel of your content.
Typically, you place In-feed ads in between the content of your feed, or where your feed begins or ends. As visitors scroll down your content, they encounter In-feed ads. Because In-feed ads fit seamlessly inside your feed, they’re not intrusive and they don’t break the user’s flow.
The benefits of In-feed ads
Some of the benefits of using In-feed ads include:
- Better user experience: In-feed ads offer a better user experience to your visitors. They’re part of the user’s flow and match the look and feel of your site.
- Monetising new ad spaces: In-feed ads offer the opportunity to further monetise your pages by placing ads in new places, i.e. inside your feeds.
- Ideal for mobile: In-feed ads are ideal for mobile as they can help you to better monetise the smaller screen spaces available on mobile devices.
How In-feed ads differ from standard ads
In-feed ads are different from standard ads in the following ways:
- They’re part of the user’s flow
- They’re highly customisable.
- They use high quality advertiser ad elements.
Showing selected display ads in In-feed ad units
In-feed ads only use creatives that have high quality ad elements (for example, the responsive ads in Google Ads). This means that while In-feed ads can be more visually appealing to your visitors, they may have a lower CPM in the short term for some publishers.
To help increase CPM, you can choose to also show selected display ads inside your In-feed ad units. Google will select display ads that fit well in the available space. Showing both types of ads can help to increase your revenue.
Customise Your In-feed Ad
Learn about In-feed ad settings and how to style your In-feed ad to match your content. To customise your In-feed ad, Google recommends that you follow this checklist:
Select the right elements for your ad.
For example, does the content in your feed only have an image and a title? If so, turn off the Show description setting for your ad.
Select the size for the image and headline.
For example, if your content uses medium-sized images, then choose a similar size image for your ad. If your content uses long titles, then turn on the Long headline setting for your ad.
Match the colours to your content.
For example, if your content uses bold, blue titles, set the same for your ad in the “Headline” section.
Match the font and font size to your content.
For example, if your content uses Roboto font, then you should choose the same font settings for your ad.
Add padding to your ad to make it align with your feed.
For example, make sure the space between your image and your text matches the space in your content.
Decide whether you want the text to wrap around your image.
For example, if the text wraps around the images in your content, turn on the Text wrap option.