How to Use Ad Customizers (The Logical Way to Serve Ads)

August 7, 2019

Google serves around 3.5 billion searches every day, which translates to an amazing number of 40,000 searches per second!

With this heavy amount of traffic, advertisers are facing real competition, meaning their biggest challenge is to optimize their accounts as efficiently and as quickly as possible. Using ad customizers, released by Google a couple years back, is one of the ways to do that.

Why Are Ad Customizers Important?

Ad customizers help marketers tailor ads not just based on user query (via dynamic keyword insertion), but also on product, geo, device and audience. You can even run promotions by using countdown ads that change text, up to the end date and hour. These are, in a way, very customized and tailored ads, built on data that you provide in a feed to Google. This means you don’t need to spend hours editing and modifying ads based on where your user is geographically or which promotion you plan to offer them, based on the product your audience is searching for. Google will serve up the right ads, at the right time, based on your data.

How Do I Use Ad Customizers?

Setting up ad customizers is quite simple if you have an up-to-date feed with you. All you need to do is open up Google Ads and click on “Shared Library,” then go to “Business Data.” There, you must click on “Data,” then the “Ad customizer data” option to add a new feed.

Give a name to the data list and the file in an acceptable format, as per Google policy. 

Let’s assume we’re advertising for a car insurance company that targets customers with discounts, based on the geo they come from and the model of car they own. Based on this, the insurance company would like to customize ads. 

In such a scenario, your business data feed would be as simple as the one below. 

Once the feed is uploaded, the next step is to create ads. In the example below, we’ve used the feed inputs to customize the ads automatically. The text in parenthesis starts with the feed name, followed by the column name in the feed where we wish to pull the text from. 

Ad Customizers Example

The same can be done for running device-specific ads as well. In the example below, we’ve added a “Device” column to specify what kind of ads people would see, based on the device, geo and model. 

Helpful Tips 

  1. Always have a regular text ad running alongside customized ads. This is to ensure a backup in case the customized ads are disapproved or are unable to run for whatever reason. 
  2. Invest time in building your feed so that the right data is fetched for the right campaigns and ad groups. 
  3. Make sure the headers in the feed and the format are in line with Google policy. 
  4. Refresh business data as frequently as possible to ensure ads are up-to-date. 
  5. Experiment with different ad copy even with ad customizers. 
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