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Ad Customizers: The New Power Engine For Adwords

Ad Customizers: The New Power Engine For Adwords

“Adwords” a Google product has been growing ever since its launch; step-by-step capabilities have been added to enhance the product for a better user experience. Marketers moreover keep a close check to have an edge in PPC, so that the campaign has capabilities to outperform even in competitive blueprints. 2013 Adwords came up with the use of Programming, in order to set up time saving and performance boosting automations with the help of Adwords Scripts. This was the story 3 years back, now that we are headed to 2017, Adwords has an entirely different power feature which allows users to make use of programming directed to improve performance.

Customizers are at the junction of topics like feed-based advertising and programming. There are a few innovative methods to use the old format of feed based capabilities, which will be covered along with the brand-new programming –based techniques.

Addition Of Brand New Capabilities To Ad Customizers

The ad customizer capabilities that have been trending from a few years are considered, to be an extremely powerful version of dynamic keyword intersection. Instead of simply being able to insert the keyword into an ad, advertisers could also fix in any piece of text from the available spreadsheet, into the Business Data Section of Adwords.

The brand new ad customizer capabilities make use of simple functions and codes towards customizing the text. To make it simple, let’s have a look at an example: There is a function that shows the countdown timer, along with brand-new IF function (It is not yet available to accounts universally). The IF statements can be used to perform different things based of certain terms.

Ad Customizers Can Reduce Complexity Of The Account

Ad customizers have the capability to reduce maintenance of multiple campaigns, when you have plans of slightly changing the messaging based on different conditions. Customizers can save you efforts of maintaining two separate campaigns, (for Smart phones and Computers). Instead, customizers can be used to display ads just by maintaining a single campaign. This works well, when you are about to exhaust the account size or when you simply have plans to simplify the AdWords account management.

Default Fallback Text Now To Be Used by Ad Customizers

Apart from the new IF function in ad customizes, one more complimentary addition is the availability of default text. Previously, ad groups implementing ad customizers were required to make use of the fallback ad that did not make use of customizers. Advertisers who do manual split testing, fallbacks made it even more complicated. As in addition to calculating winners and losers, advertisers additionally had to account for fallback, as there was a risk of getting the entire ad group non eligible to serve ads, in case the fallback ad was deleted. It is comparatively easier to identify ad groups with zero active ads (in editor), it is a lot difficult to search for ad groups that effectively sail in the same boat, for a reason that they are ad customizers alone.

Ad customizers give the liberty to include default insertion, eliminating to write fallback ad Similar to the default text in terms of DKI, which states that if a dynamic insertion makes an ad too lengthy, the default version will be made use of.
The formula to include default text is similar to DKI, you only need to add a colon & default before closing the curly bracket.

{=DataSetName.AttributeName:Default Text}.

Display A Countdown Timer.

The countdown feature is an amazing feature that makes the offer time bounded. It displays the remaining time. For example, the time left for the Christmas sale to end. As the date nears expiration, it will show how many days, hours and minutes are remaining to grab the offer. The feature successfully works in all languages. This feature works absolutely fine if you are running a contest and there is a global cut off deadline for submissions.


The format to make use of for this feature is below
{=GLOBAL_COUNTDOWN (“2016/11/30 13:30:00″,”en-US”,5)}
An even easier way to set this feature up is to make use of the ad builder interface, available on AdWords website.

Display Device-Specific Ads

There are ways to make perfect expanded text ad; there is a method to show various ETA’s on mobile device and desktops. The method is to add 2 rows to Business Data, one row will include text for mobile devices, and the second one will contain text for non-mobile devices. The drawback is that, it takes extra efforts to maintain an entire spreadsheet, which has text variations when your sole motive is to display device-specific ads.

To make this simple, Google has been working on giving advertisers a simpler alternative, and Bam, we finally have the “IF function” in ad customizers. The concept is pretty simple, all that one needs to do is specify an IF condition, and then write the desired text for when that condition is met.

Display Audience-Specific Ads

Another exciting and brand new capability that comes with IF functions are the ad customizers, they are used to vary/ tweak the ads making it audience specific. Till date displaying different ads for different audiences required a lot of efforts as the condition was to create separate ad groups for different sets of audience and required a unique ad text. Gone are those days, and it is possible to maintain variety bids and ads in one single group, this saves the account from bloating with an added structure.

Display Product-Driven Ads

Lets concentrate on a few insights by Jason Puckett on how to turn an e-commerce feed into relevant ads. This task basically demands the use of customizers as a super-advanced variant of DKI. This allows generation of ads, ad group names and keywords on the fly that is based on spreadsheet data.

Display Location-Specific Ads

Ad customizers have targeting characteristics that allow you to do different things in different scenarios; this depends upon any of the targeting alternatives mentioned in the table from Google.
A single method to carry this out is to display different ad variations in different locations, without having the need to have complete new campaigns that are directed towards targeting each location.

Line Up Business Data To Be Updated

It is an excellent move to schedule data that can be automatically uploaded to Google, keeping in mind that while making use of customizers it is essential to maintain sync with inventory, service times and different elements that have the capacity to change frequently.

Data can be delivered to Google at a frequency of every six hours, the source to which can be either a Google sheet or a file on the web or the FTP server. Making use of the Google sheet as the source will not require any technical expertise. Even a person who does not have knowledge about uploading files to FTP or a web server can be made in charge of periodically updating the inventory, with the help of an easy-to-use tool like sheets.

Different Time Slots For Different Ads

Ad customizers have an added capability to connect with ad schedules. Below is the entire list of standard attributes by Google.
Instead of maintaining both the ads as a separate entity; it is easier to use Business Data to mix things up.

Let’s Arrive At The Conclusion

Ad customizers are way to powerful tools, which is beyond the realization of most advertisers. New capabilities like default insertion text, IF functions for devices plus audience, automated upload sheets for business data. All these capabilities have dramatically elevated the power of this feature, and have the ability to display even more relevant and performing ads unlike the ones in the past.

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