{"id":5927,"date":"2019-09-17T07:40:59","date_gmt":"2019-09-17T07:40:59","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/personalizador-anuncios-google-ads\/"},"modified":"2026-03-16T15:29:43","modified_gmt":"2026-03-16T15:29:43","slug":"google-ads-customizer","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/","title":{"rendered":"How to create the Google Ads customizer step by step"},"content":{"rendered":"<p class=\"wp-block-paragraph\">&lt;!-[CDATA[<span>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.<span style=\"font-weight: 400\">The <strong>Google Ads ad customizer<\/strong> gives us that possibility, it allows us to adapt our ads to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400\">Search<\/span><\/li><li><span style=\"font-weight: 400\">Device<\/span><\/li><li><span style=\"font-weight: 400\">Location<\/span><\/li><li><span style=\"font-weight: 400\">Time of day or day of the week. <\/span><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It can also save us a great deal of time, as we can create a multitude of variations with a single ad.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Ventajas_del_personalizador_de_anuncios_de_Google_Ads\" >Advantages of Google Ads Ad Customizer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Funcionamiento\" >Operation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Tipos_de_segmentacion\" >Types of segmentation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Segmentacion_por_grupo_de_anuncio\" >Targeting by ad group<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Segmentacion_por_palabra_clave\" >Keyword segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/personalizador-anuncios-google-ads\/#Segmentacion_por_localizacion\" >Segmentation by location<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ventajas_del_personalizador_de_anuncios_de_Google_Ads\"><\/span>Advantages of Google Ads Ad Customizer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\"><li><span style=\"font-weight: 400\"><strong>Personalized messages:<\/strong> m<\/span><span style=\"font-weight: 300\">very specialized messages that are <\/span><b>adapt<\/b><span style=\"font-weight: 300\"> to each search performed by a user.<\/span><\/li><li><span style=\"font-weight: 400\"><strong>Scalability:<\/strong> p<\/span><span style=\"font-weight: 300\">allows a <\/span><b>only advertisement<\/b><span style=\"font-weight: 300\"> text file may contain hundreds of <\/span><span style=\"font-weight: 300\">variations<\/span><span style=\"font-weight: 300\"> and the <\/span><b>most relevant variation<\/b><span style=\"font-weight: 300\"> for each potential customer.<\/span><\/li><li><span style=\"font-weight: 400\"><strong>Reports<\/strong>: l<\/span><span style=\"font-weight: 300\">automatic updates that occur when an advertisement is triggered <\/span><b>do not empty<\/b><span style=\"font-weight: 300\"> the history of its performance data.<\/span><\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Funcionamiento\"><\/span><b>Operation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" width=\"563\" height=\"436\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_12h54_06.png\" alt=\"\" class=\"wp-image-5910\" title=\"ad customizer\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_12h54_06.png 563w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_12h54_06-300x232.png 300w\" sizes=\"(max-width: 563px) 100vw, 563px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Ad customizers are parameters that are enclosed in {........} braces, so when a <span style=\"text-decoration: underline\">search activates the advertisement<\/span> the parameter is <strong>replaces with the data from the ad customizer.<\/strong> This data will be created by us according to our interest, as we will see later on.<\/span> <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tipos_de_segmentacion\"><\/span><b>Types of segmentation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">There are <strong>two types of segmentation<\/strong> for the Ad Customizer: Ad Targeting <span style=\"text-decoration: underline\">by ad group<\/span> o <span style=\"text-decoration: underline\">keyword<\/span>. If we do not use either of these two segmentations, it will apply to <strong>account level<\/strong>. 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.\u00a0<\/span> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">There is\u00a0<strong>another type of segmentation<\/strong> which can be complemented with ad group or keyword targeting, this is the <strong>segmentation by location<\/strong>, which allows us to show the user different variations of the advertisement according to <strong>where<\/strong> is found at the time of the search, or you can also leave it at the account level.<\/span> <span style=\"font-weight: 400\">Let's put some\u00a0<span style=\"text-decoration: underline\">examples<\/span> very brief so you can see how useful it can be and how much work the ad customizer can save you.\u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Segmentacion_por_grupo_de_anuncio\"><\/span>Targeting by ad group<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Imagine we have a mattress store and we have created a campaign for branded mattresses where there are ad groups for each brand.<\/span><span style=\"font-weight: 400\">Within the Flex brand, there are a variety of models, each with a different discount.<\/span><span style=\"font-weight: 400\">We want that when the user searches for a<strong> specific model<\/strong> 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.<\/span> Maybe this way you will understand it better:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><img decoding=\"async\" class=\"noresize aligncenter wp-image-5915\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h05_53.png\" alt=\"\" width=\"419\" height=\"278\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h05_53.png 478w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h05_53-300x199.png 300w\" sizes=\"(max-width: 419px) 100vw, 419px\" \/><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"487\" height=\"66\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h29_39.png\" alt=\"\" class=\"wp-image-5911\" title=\"ad customizer ad customizer\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h29_39.png 487w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h29_39-300x41.png 300w\" sizes=\"(max-width: 487px) 100vw, 487px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>No ad customizer:<\/strong> <strong>With ad customizer:<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><img loading=\"lazy\" decoding=\"async\" class=\"noresize aligncenter wp-image-5916 size-full\" title=\"ad customizer ad customizer\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h31_22.png\" alt=\"\" width=\"474\" height=\"63\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h31_22.png 474w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-12_10h31_22-300x40.png 300w\" sizes=\"(max-width: 474px) 100vw, 474px\" \/><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Segmentacion_por_palabra_clave\"><\/span>Keyword segmentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"522\" height=\"187\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h14_14.png\" alt=\"\" class=\"wp-image-5912\" title=\"ad customizer ad customizer\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h14_14.png 522w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h14_14-300x107.png 300w\" sizes=\"(max-width: 522px) 100vw, 522px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Keyword targeting is very similar to ad group targeting, the difference is that in ad group targeting, you can make <strong>according to the concordance<\/strong> of the keyword appears one ad or another. Here you have an example, which we have segmented so that when the <em>keyword<\/em> is in <strong>accurate ...<\/strong> a 70% appears and when in the <strong>extensively modified<\/strong> a 50% appears <\/p>\n\n\n\n<h2 class=\"has-text-align-left wp-block-heading\"><img loading=\"lazy\" decoding=\"async\" title=\"ad customizer ad customizer\" width=\"444\" height=\"270\" class=\"noresize aligncenter wp-image-5917 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h17_46.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h17_46.png 444w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_14h17_46-300x182.png 300w\" sizes=\"(max-width: 444px) 100vw, 444px\" \/><\/h2>\n\n\n\n<h3 class=\"has-text-align-left wp-block-heading\"><span class=\"ez-toc-section\" id=\"Segmentacion_por_localizacion\"><\/span>Segmentation by location<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"414\" height=\"144\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h29_11.png\" alt=\"\" class=\"wp-image-5913\" title=\"ad customizer ad customizer\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h29_11.png 414w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h29_11-300x104.png 300w\" sizes=\"(max-width: 414px) 100vw, 414px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">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 <strong>businesses with physical stores<\/strong>, This way, when a user searches in locations where there are physical stores, an ad can be displayed with a <em>copy<\/em> aimed at driving traffic to the store. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This can save you a lot of time, since <strong>you wouldn't have to run different campaigns for each location<\/strong>.  Now, after explaining you how wonderful the ad customizer is, let's go to practice, open the Google Ads panel we started:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li> Download the template from the following link: <a href=\"https:\/\/storage.googleapis.com\/support-kms-prod\/CC6B1FCD3EFA81DC3D5F68F20CF07E3DA6DB\">Ad Customizer Template<\/a> <img loading=\"lazy\" decoding=\"async\" title=\"template ad customizer\" width=\"1022\" height=\"86\" class=\"noresize aligncenter wp-image-5918 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h52_59.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h52_59.png 1022w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h52_59-300x25.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h52_59-768x65.png 768w\" sizes=\"(max-width: 1022px) 100vw, 1022px\" \/><\/li><li> 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 \u00ab<em><strong>Target campaign<\/strong><\/em>\u00bbto tell the customizer in which campaign that ad group is located, or <em>keyword<\/em>.\u00a0<img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"347\" title=\"segmentations ad customizer\" class=\"noresize aligncenter wp-image-5919 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h57_26.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h57_26.png 457w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_16h57_26-300x228.png 300w\" sizes=\"(max-width: 457px) 100vw, 457px\" \/> Here is an example of how the<strong> segmentation by ad group<\/strong>:<img loading=\"lazy\" decoding=\"async\" title=\"segmentationn ad customizer\" width=\"370\" height=\"234\" class=\"noresize aligncenter wp-image-5920 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h01_48.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h01_48.png 370w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h01_48-300x190.png 300w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/li><li>The <strong>keyword segmentation<\/strong> can be made of <span style=\"text-decoration: underline\">two ways<\/span>, You 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), here is an example:\u00a0<img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"168\" title=\"segmentation ad customizer\" class=\"noresize aligncenter wp-image-5921 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h06_13.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h06_13.png 638w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h06_13-300x79.png 300w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><img loading=\"lazy\" decoding=\"async\" title=\"segmentation ad customizer\" width=\"382\" height=\"225\" class=\"noresize aligncenter wp-image-5922 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h09_17.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h09_17.png 382w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h09_17-300x177.png 300w\" sizes=\"(max-width: 382px) 100vw, 382px\" \/> <\/li><li>As you can see, you have to change the text of the attributes depending on the way you decide to do it.<\/li><li>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 <strong>example of old mattresses<\/strong>, If we want the model and the discount to be variable, it is the personalized information. Therefore our customizer would be defined as follows:\u00a0<img loading=\"lazy\" decoding=\"async\" width=\"715\" height=\"189\" class=\"aligncenter size-full wp-image-5923\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h17_22.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h17_22.png 715w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h17_22-300x79.png 300w\" sizes=\"(max-width: 715px) 100vw, 715px\" \/><\/li><li>What really matters when adding the attributes is the information that is between <strong>parentheses<\/strong>. The attributes that Google supports for the ad customizer are as follows:\u00a0<img loading=\"lazy\" decoding=\"async\" title=\"ad customizer attributes\" width=\"465\" height=\"225\" class=\"noresize aligncenter wp-image-5924 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h22_07.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h22_07.png 465w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h22_07-300x145.png 300w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/li><li>So you can put any type of information as long as you determine what attribute it is.<\/li><li> 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, for this you have to go to\u00a0<b>Business Data \u2192 New Feed \u2192 Ad Customizer Data.<\/b>.<img loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"249\" title=\"upload feed ad customizer\" class=\"noresize aligncenter wp-image-5925 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h27_28.png\" alt=\"\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h27_28.png 454w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h27_28-300x165.png 300w\" sizes=\"(max-width: 454px) 100vw, 454px\" \/><\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1048\" height=\"168\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h29_03.png\" alt=\"\" class=\"wp-image-5914\" title=\"ad customizer\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h29_03.png 1048w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h29_03-300x48.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h29_03-1024x164.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_17h29_03-768x123.png 768w\" sizes=\"(max-width: 1048px) 100vw, 1048px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">If it has been uploaded correctly, you can start using it in your ads, it can be <strong>apply<\/strong> in titles, descriptions and visible url. We only have to add the key<strong> {<\/strong>\u00a0, Select the ad customizer option and start playing with the attributes. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Soon they will begin to <strong>collect data<\/strong> 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.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I leave you here the Google help where you can find all the information about the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6093368?hl=es\">Google Ads ad customizers<\/a>. If you want to know more about the personalizers 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. <a href=\"https:\/\/www.geotelecom.es\/en\/contactanos\/\">link<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>&lt;!\u2013[CDATA[It\u2019s becoming increasingly important to show users the perfect ad at the right moment when they perform a search. Everyone consumes different types of content, and it\u2019s essential that this content be tailored to their tastes and needs. The Google Ads ad customizer gives us that capability, allowing us to tailor our ads to: Searches, Device, Location, Time of Day, or Day of the Week. It can also save us a great deal of time, since we can create numerous variations from a single ad. Advantages of the Google Ads Ad Customizer Personalized messages: highly tailored messages that adapt to each search a user performs. Scalability: It allows a single text ad to contain hundreds of variations, ensuring that the most relevant variation is served to each potential customer. Reporting: Automatic updates that occur when an ad is triggered do not clear the ad\u2019s performance data history. How It Works Ad personalizers are parameters enclosed in curly braces {\u2026\u2026..}, so when a search triggers the ad, the parameter is replaced with data from the ad personalizer. We\u2019ll create that data ourselves based on our needs; we\u2019ll cover that later. Types of Segmentation There are two types of segmentation for ad personalizers: ad segmentation by ad group or by keyword. If you do not use either of these two segmentation methods, it will be applied at the account level. We recommend that you use one of the two segmentation methods whenever possible, since applying everything at the account level can make it confusing when creating an ad with the ad customizer.\u00a0 There\u2019s another type of targeting that can complement ad group or keyword targeting: location-based targeting. This allows us to show users different ad variations depending on where they are at the time of their search, or you can also leave it at the account level. Let\u2019s look at a few very brief examples so you can see just how useful this can be and how much work the ad customizer can save you.  Ad Group Targeting Imagine we have a mattress store and have created a campaign for brand-name mattresses, with ad groups for each brand.Within the Flex brand, there are various models, each with a different discount. We want the exact discount for a specific model to appear when a user searches for that model, so the user will know\u2014without having to visit the website\u2014that we have that model available in the store and the specific discount or price. Maybe this will help you understand it better: Without ad customizers: With ad customizers: Keyword targeting Keyword targeting is very similar to ad group targeting; the difference is that with keyword targeting, you can make one ad or another appear depending on the keyword\u2019s match type. Here\u2019s an example: we\u2019ve set it up so that when the keyword is in exact match, a 70% ad appears, and when it\u2019s in modified broad match, a 50% ad appears. Location-Based Targeting This type of targeting can complement the other two, or you can use it independently at the account level. What this segmentation achieves is that a personalized ad is shown for each location of interest to you. This can be useful for businesses with physical stores; this way, when a user searches in locations where there are physical stores, they can be shown an ad with copy designed to drive traffic to the store. That can save you a lot of time, since you wouldn\u2019t have to create separate campaigns for each location. Now that we\u2019ve explained how wonderful the ad customizer is, let\u2019s get down to business. Open the Google Ads dashboard to get started: Download the template from the following link: Ad Customizer Template Define the targeting: Depending on the strategy you want to implement, you\u2019ll need to segment by ad group, keyword, or at the account level. Whichever of the two segmentation methods you use, you\u2019ll need to add \u00abTarget campaign\u00bb to tell the Ad Customizer which campaign that ad group or keyword belongs to. Here\u2019s an example of what segmentation by ad group would look like: Segmentation by keyword can be done in two ways: either by adding the match type to the keyword\u2014just as you would in Google Ads\u2014or by entering the keyword as-is and specifying its match type (this must be in English). Here\u2019s an example:\u00a0 As you can see, you\u2019ll need to change the attribute text depending on the method you choose. Define the attributes: Once you\u2019ve clearly defined your targeting, you\u2019ll need to define the attributes. My personal advice for knowing which attributes to define is to first think about how you want your ad to look and which parts you want to vary. In the mattress example from earlier, we want the model and the discount to be variable\u2014that\u2019s the personalized information. Therefore, our ad customizer would be defined as follows:  What really matters when adding attributes is the information in parentheses.\u00a0The attributes that Google supports for ad personalization are as follows:  So you can include any type of information as long as you specify the relevant attribute. Enter the data and upload it to Google Ads: After defining the targeting and attributes, you can now enter the data you want to display in your ads. Once the template is complete, upload it to Google Ads. To do this, go to Business Data \u2192 New Feed \u2192 Ad Customizer Data. If it has uploaded successfully, you can start using it in your ads; it can be applied to headlines, descriptions, and display URLs. All you have to do is add the key<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":["post-5927","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo crear el personalizador de anuncios de Google Ads paso a paso - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/google-ads-customizer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo crear el personalizador de anuncios de Google Ads paso a paso - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"&lt;!&#8211;[CDATA[Cada vez es m\u00e1s importante mostrarle al usuario cuando realiza una b\u00fasqueda, el anuncio perfecto en el momento id\u00f3neo. Cada persona consume un tipo de contenido diferente y es necesario que \u00e9ste se adapte a sus gustos y necesidades.El personalizador de anuncios de Google Ads nos da esa posibilidad, nos permite adaptar nuestros anuncios a: B\u00fasquedas Dispositivo Ubicaci\u00f3n Hora del d\u00eda o d\u00eda de la semana. Adem\u00e1s puede ahorrarnos una gran cantidad de tiempo, ya que con un s\u00f3lo anuncio podemos crear multitud de variaciones. Ventajas del personalizador de anuncios de Google Ads Mensajes personalizados: mensajes muy especializados que se adaptan a cada b\u00fasqueda que realiza un usuario. Escalabilidad: permite que un s\u00f3lo anuncio de texto pueda contener centenares de variaciones y se publique la variaci\u00f3n m\u00e1s relevante para cada cliente potencial. Informes: las actualizaciones autom\u00e1ticas que se producen cuando se activa un anuncio no vac\u00edan el historial de los datos de rendimiento del mismo. Funcionamiento Los personalizadores de anuncios son par\u00e1metros que se incluyen entre llaves {&#8230;&#8230;..}, por lo que cuando una b\u00fasqueda activa el anuncio el par\u00e1metro se sustituye por los datos del personalizador de anuncios. Esos datos los vamos a crear nosotros seg\u00fan nuestro inter\u00e9s, lo veremos m\u00e1s adelante. Tipos de segmentaci\u00f3n Existen dos tipos de segmentaci\u00f3n para el personalizador de anuncios: segmentaci\u00f3n de anuncios por grupo de anuncios o palabra clave. Si no utilizamos ninguna de estas dos segmentaciones, se aplicar\u00e1 a nivel cuenta.\u00a0Te recomendamos que siempre que sea posible utilices una de las dos segmentaciones, ya que si aplicas todo a nivel cuenta puede resultar un l\u00edo a la hora de crear un anuncio con el personalizador.\u00a0 Hay\u00a0otro tipo de segmentaci\u00f3n que se puede complementar con la segmentaci\u00f3n por grupo de anuncios o palabra clave, se trata de la segmentaci\u00f3n por localizaci\u00f3n, que nos permite mostrarle al usuario diferentes variaciones del anuncio seg\u00fan d\u00f3nde se encuentre en el momento de realizar la b\u00fasqueda, o tambi\u00e9n puedes dejarla a nivel cuenta. Vamos a poner unos\u00a0ejemplos muy breves para que veas lo \u00fatil que puede llegar a ser y el trabajo que te puede llegar a ahorrar el personalizador de anuncios.\u00a0 Segmentaci\u00f3n por grupo de anuncio Imag\u00ednate que tenemos una tienda de colchones y hemos creado una campa\u00f1a para los colchones de marca donde hay grupos de anuncios por cada marca.Dentro de la marca Flex, hay variedad de modelos cada uno de ellos con un descuento diferente.Queremos que cuando el usuario busque un modelo en concreto aparezca el descuento exacto de ese modelo, as\u00ed el usuario conocer\u00e1 sin tener que entrar a la web que tenemos ese modelo disponible en la tienda y el descuento o precio concreto. Igual as\u00ed puede que lo entiendas mejor: Sin personalizador de anuncios: Con personalizador de anuncios: Segmentaci\u00f3n por palabra clave La segmentaci\u00f3n por palabra clave es muy parecida a la segmentaci\u00f3n por grupo de anuncios, la diferencia es que en esta puedes hacer que seg\u00fan la concordancia de la palabra clave aparezca un anuncio u otro. Aqu\u00ed tienes un ejemplo, el cual hemos segmentado para que cuando la keyword est\u00e9 en exacta aparezca un 70% y cuando est\u00e9 en amplia modificada aparezca un 50% Segmentaci\u00f3n por localizaci\u00f3n Este tipo de segmentaci\u00f3n puede ser complementaria a las otras dos o la puedes utilizar por libre a nivel cuenta. Lo que se consigue con esta segmentaci\u00f3n es que para cada localizaci\u00f3n de tu inter\u00e9s se muestre un anuncio personalizado. Puede servir para aquellos negocios con tiendas f\u00edsicas, de esta forma cuando un usuario busque en las ubicaciones en las que haya tienda f\u00edsicas se le puede mostrar un anuncio con un copy dirigido a llevar tr\u00e1fico a la tienda. Eso te puede ahorrar mucho tiempo, ya que no tendr\u00edas que hacer diferentes campa\u00f1as por cada ubicaci\u00f3n. Ahora bien, despu\u00e9s de explicarte lo maravilloso que es el personalizador de anuncios, vamos a ir a la pr\u00e1ctica, abre el panel de Google Ads que empezamos: Descarga la plantilla desde el siguiente enlace: Plantilla personalizador de anuncios Define la segmentaci\u00f3n: Seg\u00fan la estrategia que quieras llevar a cabo tienes que segmentar por grupo de anuncios, palabra clave o a nivel cuenta. En cualquiera de las dos segmentaciones que utilices tienes que a\u00f1adir \u00abTarget campaign\u00bb para indicarle al personalizador en qu\u00e9 campa\u00f1a se encuentra ese grupo de anuncios o keyword.\u00a0 Te dejamos un ejemplo sobre c\u00f3mo ser\u00eda la segmentaci\u00f3n por grupo de anuncios: La segmentaci\u00f3n por palabra clave se puede hacer de dos formas, una a\u00f1adiendo en la palabra clave el tipo de concordancia al igual que en Google Ads o colocando la palabra clave tal cual y especificar qu\u00e9 tipo de concordancia tiene (esto tiene que ser en ingl\u00e9s), te dejamos un ejemplo:\u00a0 Como puedes observar, el texto de los atributos lo tienes que cambiar dependiendo de la forma en la que decidas hacerlo. Define los atributos: Una vez tengas la segmentaci\u00f3n definida claramente, tienes que definir los atributos. Mi consejo personal para saber qu\u00e9 atributos definir es que primero pienses c\u00f3mo quieres que sea tu anuncio y qu\u00e9 parte quieres que var\u00ede. En el ejemplo de los colchones de antes, queremos que sea variable el modelo y el descuento, es la informaci\u00f3n personalizada. Por lo tanto nuestro personalizador quedar\u00eda definido de la siguiente manera:\u00a0 Lo que realmente importa a la hora de a\u00f1adir los atributos es la informaci\u00f3n que est\u00e1 entre par\u00e9ntesis.\u00a0Los atributos que Google admite para el personalizador de anuncios son los siguientes:\u00a0 Por lo que puedes poner cualquier tipo de informaci\u00f3n siempre y cuando determines el atributo del que se trata. Introduce los datos y s\u00fabelos a Google Ads: Despu\u00e9s de definir la segmentaci\u00f3n y los atributos, ya puedes introducir los datos que quieres que se muestren en tus anuncios. Una vez completada la plantilla s\u00fabela a Google Ads, para ello tienes que ir a\u00a0Datos Empresariales \u2192 Nuevo Feed \u2192 Datos del Personalizador de Anuncios. Si ha subido correctamente, puedes empezar a utilizarlo en tus anuncios, se puede aplicar en t\u00edtulos, descripciones y url visible. S\u00f3lo tenemos que a\u00f1adir la llave\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/google-ads-customizer\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-17T07:40:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:29:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/2019-09-16_12h54_06.png\" \/>\n\t<meta property=\"og:image:width\" content=\"563\" \/>\n\t<meta property=\"og:image:height\" content=\"436\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to create the Google Ads customizer step by step - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/google-ads-customizer\/","og_locale":"en_US","og_type":"article","og_title":"C\u00f3mo crear el personalizador de anuncios de Google Ads paso a paso - Geotelecom","og_description":"&lt;!&#8211;[CDATA[Cada vez es m\u00e1s importante mostrarle al usuario cuando realiza una b\u00fasqueda, el anuncio perfecto en el momento id\u00f3neo. Cada persona consume un tipo de contenido diferente y es necesario que \u00e9ste se adapte a sus gustos y necesidades.El personalizador de anuncios de Google Ads nos da esa posibilidad, nos permite adaptar nuestros anuncios a: B\u00fasquedas Dispositivo Ubicaci\u00f3n Hora del d\u00eda o d\u00eda de la semana. Adem\u00e1s puede ahorrarnos una gran cantidad de tiempo, ya que con un s\u00f3lo anuncio podemos crear multitud de variaciones. Ventajas del personalizador de anuncios de Google Ads Mensajes personalizados: mensajes muy especializados que se adaptan a cada b\u00fasqueda que realiza un usuario. Escalabilidad: permite que un s\u00f3lo anuncio de texto pueda contener centenares de variaciones y se publique la variaci\u00f3n m\u00e1s relevante para cada cliente potencial. Informes: las actualizaciones autom\u00e1ticas que se producen cuando se activa un anuncio no vac\u00edan el historial de los datos de rendimiento del mismo. Funcionamiento Los personalizadores de anuncios son par\u00e1metros que se incluyen entre llaves {&#8230;&#8230;..}, por lo que cuando una b\u00fasqueda activa el anuncio el par\u00e1metro se sustituye por los datos del personalizador de anuncios. Esos datos los vamos a crear nosotros seg\u00fan nuestro inter\u00e9s, lo veremos m\u00e1s adelante. Tipos de segmentaci\u00f3n Existen dos tipos de segmentaci\u00f3n para el personalizador de anuncios: segmentaci\u00f3n de anuncios por grupo de anuncios o palabra clave. Si no utilizamos ninguna de estas dos segmentaciones, se aplicar\u00e1 a nivel cuenta.\u00a0Te recomendamos que siempre que sea posible utilices una de las dos segmentaciones, ya que si aplicas todo a nivel cuenta puede resultar un l\u00edo a la hora de crear un anuncio con el personalizador.\u00a0 Hay\u00a0otro tipo de segmentaci\u00f3n que se puede complementar con la segmentaci\u00f3n por grupo de anuncios o palabra clave, se trata de la segmentaci\u00f3n por localizaci\u00f3n, que nos permite mostrarle al usuario diferentes variaciones del anuncio seg\u00fan d\u00f3nde se encuentre en el momento de realizar la b\u00fasqueda, o tambi\u00e9n puedes dejarla a nivel cuenta. Vamos a poner unos\u00a0ejemplos muy breves para que veas lo \u00fatil que puede llegar a ser y el trabajo que te puede llegar a ahorrar el personalizador de anuncios.\u00a0 Segmentaci\u00f3n por grupo de anuncio Imag\u00ednate que tenemos una tienda de colchones y hemos creado una campa\u00f1a para los colchones de marca donde hay grupos de anuncios por cada marca.Dentro de la marca Flex, hay variedad de modelos cada uno de ellos con un descuento diferente.Queremos que cuando el usuario busque un modelo en concreto aparezca el descuento exacto de ese modelo, as\u00ed el usuario conocer\u00e1 sin tener que entrar a la web que tenemos ese modelo disponible en la tienda y el descuento o precio concreto. Igual as\u00ed puede que lo entiendas mejor: Sin personalizador de anuncios: Con personalizador de anuncios: Segmentaci\u00f3n por palabra clave La segmentaci\u00f3n por palabra clave es muy parecida a la segmentaci\u00f3n por grupo de anuncios, la diferencia es que en esta puedes hacer que seg\u00fan la concordancia de la palabra clave aparezca un anuncio u otro. Aqu\u00ed tienes un ejemplo, el cual hemos segmentado para que cuando la keyword est\u00e9 en exacta aparezca un 70% y cuando est\u00e9 en amplia modificada aparezca un 50% Segmentaci\u00f3n por localizaci\u00f3n Este tipo de segmentaci\u00f3n puede ser complementaria a las otras dos o la puedes utilizar por libre a nivel cuenta. Lo que se consigue con esta segmentaci\u00f3n es que para cada localizaci\u00f3n de tu inter\u00e9s se muestre un anuncio personalizado. Puede servir para aquellos negocios con tiendas f\u00edsicas, de esta forma cuando un usuario busque en las ubicaciones en las que haya tienda f\u00edsicas se le puede mostrar un anuncio con un copy dirigido a llevar tr\u00e1fico a la tienda. Eso te puede ahorrar mucho tiempo, ya que no tendr\u00edas que hacer diferentes campa\u00f1as por cada ubicaci\u00f3n. Ahora bien, despu\u00e9s de explicarte lo maravilloso que es el personalizador de anuncios, vamos a ir a la pr\u00e1ctica, abre el panel de Google Ads que empezamos: Descarga la plantilla desde el siguiente enlace: Plantilla personalizador de anuncios Define la segmentaci\u00f3n: Seg\u00fan la estrategia que quieras llevar a cabo tienes que segmentar por grupo de anuncios, palabra clave o a nivel cuenta. En cualquiera de las dos segmentaciones que utilices tienes que a\u00f1adir \u00abTarget campaign\u00bb para indicarle al personalizador en qu\u00e9 campa\u00f1a se encuentra ese grupo de anuncios o keyword.\u00a0 Te dejamos un ejemplo sobre c\u00f3mo ser\u00eda la segmentaci\u00f3n por grupo de anuncios: La segmentaci\u00f3n por palabra clave se puede hacer de dos formas, una a\u00f1adiendo en la palabra clave el tipo de concordancia al igual que en Google Ads o colocando la palabra clave tal cual y especificar qu\u00e9 tipo de concordancia tiene (esto tiene que ser en ingl\u00e9s), te dejamos un ejemplo:\u00a0 Como puedes observar, el texto de los atributos lo tienes que cambiar dependiendo de la forma en la que decidas hacerlo. Define los atributos: Una vez tengas la segmentaci\u00f3n definida claramente, tienes que definir los atributos. Mi consejo personal para saber qu\u00e9 atributos definir es que primero pienses c\u00f3mo quieres que sea tu anuncio y qu\u00e9 parte quieres que var\u00ede. En el ejemplo de los colchones de antes, queremos que sea variable el modelo y el descuento, es la informaci\u00f3n personalizada. Por lo tanto nuestro personalizador quedar\u00eda definido de la siguiente manera:\u00a0 Lo que realmente importa a la hora de a\u00f1adir los atributos es la informaci\u00f3n que est\u00e1 entre par\u00e9ntesis.\u00a0Los atributos que Google admite para el personalizador de anuncios son los siguientes:\u00a0 Por lo que puedes poner cualquier tipo de informaci\u00f3n siempre y cuando determines el atributo del que se trata. Introduce los datos y s\u00fabelos a Google Ads: Despu\u00e9s de definir la segmentaci\u00f3n y los atributos, ya puedes introducir los datos que quieres que se muestren en tus anuncios. Una vez completada la plantilla s\u00fabela a Google Ads, para ello tienes que ir a\u00a0Datos Empresariales \u2192 Nuevo Feed \u2192 Datos del Personalizador de Anuncios. Si ha subido correctamente, puedes empezar a utilizarlo en tus anuncios, se puede aplicar en t\u00edtulos, descripciones y url visible. 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