{"id":15085,"date":"2022-08-09T13:53:14","date_gmt":"2022-08-09T13:53:14","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/google-ad-customizers-how-why\/459530\/"},"modified":"2022-08-09T13:53:14","modified_gmt":"2022-08-09T13:53:14","slug":"google-ad-customizers-the-how-why","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=15085","title":{"rendered":"Google Ad Customizers: The How & Why"},"content":{"rendered":"

\u201cI have never seen a kid work so hard at being lazy.\u201d<\/p>\n

A teacher once said this to my parents. However, she didn\u2019t mean it in a demeaning way. She was impressed with me.<\/p>\n

I stayed after school and automated an Excel sheet so that the data entry I was in charge of for our yearbook class would only take half as long.<\/p>\n

I spent hours of up-front, hard work to be as lazy as possible for the rest of the semester.<\/p>\n

I didn\u2019t know it then, but this was my first automation<\/a> \u2013 and my first experience working hard at being lazy!<\/p>\n

Years later, as a marketing professional, I sought ways to speed up the process of creating ads for my Google Ads search campaigns.<\/p>\n

And that is when I discovered ad customizers.<\/p>\n

Just like in high school, I saw the value in doing some heavy lifting upfront to make things easier for myself down the road.<\/p>\n

It was worth it then, and it\u2019s worth it now.<\/p>\n

If you learn to create ad customizers, it will be worth it for you, too.<\/p>\n

Here\u2019s how to set up ad customizers and why they are worth your time.<\/p>\n

Why Ad Customizers Are Important<\/h2>\n

Learning all the different features and functions of Google Ads can be overwhelming, and sometimes it feels impossible to keep up with everything.<\/p>\n

But, there are some good reasons why learning to use ad customizers in Google Ads campaigns is a good use of your time.<\/p>\n

Your Ads Need To Stand Out<\/h3>\n

You know you need to break through the clutter.<\/p>\n

But, you also know you don\u2019t have the time to create all new campaigns, ad copy, and the new account structure<\/a> that goes along with designing all new ads that are ultra-relevant to users.<\/p>\n

This is precisely where ad customizers are worth their weight in gold.<\/p>\n

With a bit of extra time upfront now, you can have ultra-relevant ads that increase your Quality Score<\/a> and engage your customer for months to come.<\/p>\n

Lower Conversion Costs Without Making Changes<\/h3>\n

Ultimately, conversions (and conversion costs) start at the search engine results page (SERP) and your ads.<\/p>\n

Without changing your price, product, landing page, marketing funnel, etc., you can still increase conversions and conversion rates, and lower conversion costs with ad customizers.<\/p>\n

What other tool has the power and ability to do that without a massive amount of work or change to your product, price, landing page, or marketing funnel?<\/p>\n

Personalization Without Privacy Concerns<\/h3>\n

No other tool on the market allows you to personalize advertising to such a degree without running afoul of privacy concerns or laws.<\/p>\n

Ad customizers are a freebie waiting to be used.<\/p>\n

You can be ultra-relevant to a user, using just the data they freely (and legally) offer you, so let\u2019s use it.<\/p>\n

Long-Term Benefits With Small, Up-Front Time Cost<\/h3>\n

Getting ad customizers set up can take a while, especially if you are doing this for the first time.<\/p>\n

However, once your business data is connected and attributes set up, you can indefinitely run relevant ads to users.<\/p>\n

You can do so without additional work outside the general maintenance of updating business data.<\/p>\n

How To Set Up Ad Customizers<\/h2>\n

While keeping all the data formatting straight can be complicated, there are three main steps to creating and launching customized ads.<\/p>\n

    \n
  1. Set up your business data.<\/li>\n
  2. Create a data feed.<\/li>\n
  3. Set up your customized ad in Google Ads.<\/li>\n<\/ol>\n

    Setting Up Your Business Data<\/h3>\n

    In true Google fashion, setting up your business data is the most challenging part, as there are very specific rules about how your data must be formatted.<\/p>\n

    But once you learn the rules and get a few of these campaigns under your belt, the entire process can be done in 20-to-30 minutes.<\/p>\n

    First, download the template that Google suggests you use.<\/p>\n

    (Once you hit step three, you will see a link to download the template, so keep following along.)<\/p>\n

    It is always a good idea to use the exact documents that Google recommends for tasks that deal with tedious data.<\/p>\n

    Set up your template with the information you want to use to customize your ad.<\/p>\n

    There are three types of data that you can use in the template:<\/p>\n

    Attribution Types<\/strong><\/p>\n

    \n
    \n
    \n
    \"attributionScreenshot from Google Ads, July 2022<\/em><\/span>\"attribution<\/div>\n<\/dt>\n<\/dl>\n<\/div>\n

    Attribute Type Examples<\/strong><\/p>\n

    \n
    \n
    \n
    \"attributeScreenshot from Author, July 2022<\/em><\/span>\"attribute<\/div>\n<\/dt>\n<\/dl>\n<\/div>\n

    Ad Content<\/strong><\/p>\n

    This is the exact text that will be placed in your ad.<\/p>\n

    The different types of content that you can customize are number (i.e., number of items available in your inventory), text (i.e., the color of an item), time and date (i.e., when a sale ends), or price.<\/p>\n

    You can name these columns whatever you want, but you have to ensure the corresponding Attribute Type is in parentheses in the column\u2019s name.<\/p>\n

    Duration And Device<\/strong><\/p>\n

    Use these columns to schedule when your ad runs, what devices they show on, and other additional preferences (see chart below for more options).<\/p>\n

    When naming the column of your spreadsheet, you must use the name exactly as it appears in the Attribute<\/em> column in the chart below.<\/p>\n

    And don\u2019t forget to add the Attribute Type in parentheses at the end of the name.<\/p>\n

    Standard Attributes<\/strong><\/p>\n

    \n
    \n
    \n
    \"standardScreenshot from Google Ads, July 2022<\/em><\/span>\"standard<\/div>\n<\/dt>\n<\/dl>\n<\/div>\n

    Targeting<\/strong><\/p>\n

    Targeting allows you to choose what triggers an optimizer, what campaign\/ad groups are involved, and how keywords play a part in the ad<\/a>.<\/p>\n

    If you want to use any or all targeting options, you must use the name exactly as it appears in the Attribute<\/em> column in the chart below.<\/p>\n

    However, you do not<\/strong> need to include an Attribute Type at the end of the column name.<\/p>\n

    Targeting Attributes<\/strong><\/p>\n

    \n
    \n
    \n
    \"targetingScreenshot from Google Ads, July 2022<\/em><\/span>\"targeting<\/div>\n<\/dt>\n<\/dl>\n<\/div>\n

    Create Data Feed<\/h3>\n

    Once you have your business data set up, organized, and formatted, you need to connect it to your Google Ads account.<\/p>\n

    As long as there are no issues with the formatting of your business data, this is a pretty straightforward process.<\/p>\n