All about Google Ad Customizers

Oct 17, 2022 5 min read
All about Google Ad Customizers

There's a way to create impeccably targeted personalized ads that comply with pretty much any privacy law.

What's more, you can increase your conversions while lowering your costs by utilizing that.

Let's talk about the game-changing Ad Customizers.

What is "Google Ad Customizers"?

Ad customizers are your usual keyword insertion or countdown timers. You can add dynamic content directly into your ads. It's a handy way to shorten your time spent on Google Ads and get better campaign results.

Often, marketing doesn't mean much to the regular customer. While the road leads to a cookieless world, personalization becomes key to reaching the right audience.

Customizers are cost-saving in the long run. You don't need to change the price, product, landing page, or sales funnel, yet you can create dynamic ads.

Crafting new campaigns with shiny copy and visuals is time-consuming and impossible to scale in the long run. By doing the work upfront, customizers allow you to keep up with ever-changing special days, sales and expanding audiences.

Once you configure the setup, you can indefinitely run ads. Though it requires maintenance, it's still an excellent ROI for a one-time effort.

Best Scenarios to Use Ad Customizers

Here is a short list of the best scenarios to make use of Ad Customizers:

  • Sales for holidays and festivities
  • Specific targeting in an extensive product catalogue
  • Location-specific services, availability and pricing
  • Targeting specific audience groups

The Benefits of Ad Customizers for Advertisers:

Hyper-specialized ads for tailored goals.

Scale with ease by creating one customizer that makes a multitude of variations.

Text customization updates happen when the ad is triggered, but it doesn't reset your ad's performance data.

With ad customizers, you can tailor your responsive search ad campaigns into an ad your potential clients need. If you still have text or expanded text campaigns, Google has terrible news for you.

"Starting June 30, 2022, you'll no longer be able to create or edit ad customizers for expanded text ads as the creation of new expanded text ads will no longer be supported."

Also, you can't edit or upload business data for expanded text ads. Your customizers will continue to serve until December 31 2022. While you have a few months left, switch to responsive search ads.

How to implement ad customizers for responsive search ads

  1. Open your business data & create your ad customizer.
  2. When creating, define the ad attributes so you can categorize the dynamic text.
  3. Enter attribute details and assign values. This is what'll appear.
  4. Customize your ad text (insert the customizer in your responsive search ad).

There's quite a bit to unpack in these steps. Let's start with the first one.

Adding business data can be challenging. But once you get the hang of it after a few campaigns, setup will get quicker.

How to Set Up Your Business Data Feeds

Click the Tools icon on Google Ads and find Business Data under Setup.

Find Business Data under Tools and Settings on Google Ads

Click the plus button to add the data feed.

For this tutorial, we'll go with Ad customizers. Give a unique name to your data source.

Click Choose File and upload your files. The size limit for .csv and .tsv files is 500MB and 50MB for other file types.

Double-check your upload: Under the Actions column, you can Download results if the upload was successful or Download Errors to determine any mistakes.

Ad Customizer Setup

Now that we have completed the business data, we can get on with the ad customizer setup. The first step, find said business data.

In your Google Ads account, find the Business Data..

Choose Ad customizer attributes and click the + button.

Add Data feed.
Add Ad customizer attributes.

The second step is the actual customization. You need to choose specifics for the ad. These details are called "attributes"; once you set them, you can use them across the entire account.

If you have time to spare - or if you are doing it for the first time, choose attributes individually. If not, feel free to upload it in bulk from a spreadsheet.

How to create individual attributes:

Enter details for each attribute.
  1. Name the Attribute field with the content you want to customize. (ex. Product.) ps. Don't use any symbols or punctuation.
  2. Select your Data Type. Common data types include Price, Text, Number, and Percent. Working on a sale campaign? Go with the per cent.

If you made a mistake, find Business Data. Locate the customizer you want to delete and click the box next. After, you can click Edit and Remove.

How to upload attributes from a spreadsheet:

  1. Click the tool icon. Under Bulk Actions, find Upload.
  2. Click the plus button and download a template. It's essential to include the exact data in the template. Otherwise, your setup might go wrong. Please leave rows 8 through 12 under columns A through C in the template blank.
  3. Select the source of your file and start creating attributes in the relevant columns.
  4. These attributes need values. Enter those in the values columns.

Schedule a Bulk upload:

Click the tool icon and find All Bulk Actions under Bulk Actions.

Click Uploads and find Schedules. Click + button.

Select your Source. After uploading your file, determine the Frequency and Time for the bulk upload.

You've created attributes. Now what?

Enter attribute details and assign values

Now it's time to create the content for your ad. This is the text, price or number that will appear. You can add all of those here, but the content will still have to go through the ads approval process.

Update the Account Value column. This way, you'll set up details for the entire account.

Click the Pencil button. Enter your text and save.

If you want to customize this content for various campaigns (similar to ad groups and keywords)

  1. On the Campaigns page, click the Columns icon.  

2. In Ad Customizer Attributes, find the one you'd like to edit and click the box.

3. Click Apply. The attribute will appear as a column for all Search campaigns.

4. Select Use Custom Value and edit the attribute content.

Your customizer is created. Now we get to use it to customize your ads. Let's break down how exactly you do it.

In Ads&Extensions, select Ads

Click the plus button and choose Responsive search ad.

Enter a curly bracket "{" for the section you want your customizer to be in.

Select Ad Customizer from the dropdown menu and pick your attribute.

Enter a default value for the customizer. When nothing triggers it, this text will show.

Click Apply.

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