How to create the Google Ads customizer step by step

It is increasingly important to show the user the perfect ad at the right time when they are searching. Each person consumes a different type of content and it is necessary to adapt it to their tastes and needs.The Google Ads ad customizer gives us that possibility, it allows us to adapt our ads to:

  • Search
  • Device
  • Location
  • Time of day or day of the week.

It can also save us a great deal of time, as we can create a multitude of variations with a single ad.

Advantages of Google Ads Ad Customizer

  1. Personalized messages: mons that are very specialized and that are adapt to each search performed by a user.
  2. Scalability: pemits that a only advertisement text file may contain hundreds of variations and the most relevant variation for each potential customer.
  3. Reports: lautomatic updates that occur when an advertisement is triggered do not empty the history of its performance data.

Operation

Ad customizers are parameters that are enclosed in braces {........}, so when a search activates the advertisement the parameter is replaces with the data from the ad customizer. This data will be created by us according to our interest, as we will see later on.

Types of segmentation

There are two types of segmentation for the Ad Customizer: Ad Targeting by ad group o keyword. If we do not use either of these two segmentations, it will apply to account level. We recommend that whenever possible you use one of the two segmentations, because if you apply everything at the account level it can be a mess when creating an ad with the customizer. 

There is another type of segmentation which can be complemented with ad group or keyword targeting, this is the segmentation by locationwhich allows us to show the user different variations of the advertisement according to where is found at the time of the search, or you can also leave it at the account level. Let's put some examples very brief so you can see how useful it can be and how much work the ad customizer can save you. 

Targeting by ad group

Imagine we have a mattress store and we have created a campaign for branded mattresses where there are ad groups for each brand.Within the Flex brand, there are a variety of models, each with a different discount.We want that when the user searches for a specific model The exact discount of that model will appear, so the user will know without having to enter the web that we have that model available in the store and the discount or specific price. Maybe this way you will understand it better:

No ad customizer: With ad customizer:

Keyword segmentation

Keyword targeting is very similar to ad group targeting, the difference is that in this one, you can make according to the concordance of the keyword appears one ad or another. Here you have an example, which we have segmented so that when the keyword is in accurate a 70% appears and when in the extensively modified a 50% appears

Segmentation by location

This type of targeting can be complementary to the other two or you can use it on your own at the account level. What you get with this targeting is that for each location of your interest a personalized ad is shown. It can be used for those businesses with physical storesIn this way, when a user searches in locations where there are physical stores, an ad can be displayed with a copy aimed at driving traffic to the store.

This can save you a lot of time, since you wouldn't have to run different campaigns for each location. Now, after explaining you how wonderful the ad customizer is, let's go to practice, open the Google Ads panel we started:

  1. Download the template from the following link: Ad Customizer Template
  2. Define the segmentation: Depending on the strategy you want to carry out, you have to segment by ad group, keyword or account level. In any of the two segmentations that you use, you have to add "Target campaign"to tell the customizer in which campaign that ad group is located, or keyword Here is an example of how the segmentation by ad group:
  3. The keyword segmentation can be made of two waysYou can either add in the keyword the type of concordance as in Google Ads or you can put the keyword as it is and specify what type of concordance it has (this has to be in English), we leave you an example: 
  4. As you can see, you have to change the text of the attributes depending on the way you decide to do it.
  5. Define the attributes: Once you have the segmentation clearly defined, you have to define the attributes. My personal advice to know which attributes to define is to first think about what you want your ad to look like and what part you want to vary. In the example of old mattressesIf we want the model and the discount to be variable, it is the personalized information. Therefore our customizer would be defined as follows: 
  6. What really matters when adding the attributes is the information that is between parentheses. The attributes that Google supports for the ad customizer are as follows: 
  7. So you can put any type of information as long as you determine what attribute it is.
  8. Enter the data and upload it to Google Ads: After defining the segmentation and attributes, you can enter the data you want to be shown in your ads. Once the template is completed, upload it to Google Ads, to do this you have to go to Business Data → New Feed → Ad Customizer Data..

If it has been uploaded correctly, you can start using it in your ads, it can be apply in titles, descriptions and visible url. We only have to add the key { Select the ad customizer option and start playing with the attributes.

Soon they will begin to collect data These will help us to know what works best and we will be able to make decisions such as starting to work on a particular model separately in case its performance is good.

I leave you here the Google help where you can find all the information about the Google Ads ad customizers. If you want to know more about the customizers or have any questions, leave us a comment and we will be happy to help you or you can contact us using the following form. link.

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