Ad Customizers simplify the complexity of ad copy messaging at scale. This tool allows us to adapt our ads in real-time based on what our targeted audiences are searching for (keywords), where they are searching from (location), what device they are using to search, and when they are searching (time of day, day of week). This session serves to empower marketers by showcasing everyday uses of ad customizers and how easy it is to apply them to your SEM strategy.

1. Breaking down Ad Customizers
Sergio Cano
Senior Paid Search Manager

2. Learner Outcomes
Understanding what ad customizers are
How ad customizers can simplify management
Ad creative strategies to test in your day to day
SEM line of work

3. About Me
Sergio Cano – Sr. Paid Search Manager at Wpromote
Online Marketer since 2013
Los Angeles Local
PPC subredditor @pokingpeople

4. What are Ad Customizers?

5. What are ad customizers?
ad-kuhs-tuh-mahyz-ers
User defined instructions in a data feed that adapts ads in real-time based on
what our audiences (who) are searching for (keywords), where they are
searching from (locations), what type of device they are using to search, and
when they are searching (time of day/day of week)

6. Where are ad customizers?

7. Where to find it?
Under Shared Library
navigate to Business Data
AdWords Only

8. What do the feeds look like?
User defined columns
Whatever messaging you want, just make sure the column
header has ‘(text)’ next to the header you want

9. Benefits of Ad Customizers
• Simplifies campaign structure & management
• Reduces need for automated rules to pause and enable ads
• Ability to serve different ads to audience lists (within the same campaign)
• Keyword specific ad copy is possible with multiple keywords in adgroup
• Ability to serve current inventory of products in ad copy
• Countdown timers for sales and sense of urgency.
• Can include wait times in ad copy
• Spice up your ads up compared to normal ads cannot do
Ad Customizers can now use default fallback text!!!
{=datafeed.attributeheader: Default Text}

10. Where the search happen?

11. Dynamic Location Insertion
Define the Target location and messaging
Headline 2: We Deliver To {=neighborhoods.neighborhoods:You}

12. Who made search?

13. Audience Based Messaging
Different messaging to audience lists
{=IF(audience IN(cartAbandoners,noConvert), Welcome Back, Here’s 20% Off): Huge Men’s
Apparel Selection}
{=IF(audience IN(cartAbandoners,noConvert), Enjoy 20% Off, Use Coupon Code:
WLCMBK20 to Complete Your Check Out!): Extreme Savings on Men’s Apparel this Week.
Check Out Our Selection Today}
Headline 2:
Description:

14. When the search happen?

15. Day of Week Example
Headline 2: Shop {=dayOfWeek.dayofWeek:Today}’s Latest Deals

16. Day of Week Example
Before (Non Ad Customizers) After (with Ad Customizers)
Create 7 Separate Ad Copies Create 1 Ad Copy
Create 14 automated rules to
pause and enable at start and end
of each day
7 rows of information
Repeat Step 2 every week No Action needed

17. Hour of Day Example
Headline 2: {=daymessaging.headline2:Exclusive In Store Deals}

18. Looped Countdown Timer
{=GLOBAL_COUNTDOWN({=purchaseby.oneDayEnds}, "en-US", 1)}

19. Device the search happened

20. Device Preference Ads
• Set Campaign & Ad Group
Conditions.
• Ad Copy changes based on
device
{=IF(Device=mobile, Exclusive Mobile Deals):Shop Today’s Deals}
Alternatively (for headline 2):

21. Anchored Ad Copies

22. Anchored Ad Copies
Setting it up

23. Anchored Ad Copies
Setting it up

24. Anchored Ad Copies
Management/Reporting

25. Anchored Ad Copies
• Housing sale ad copies beautifully aggregates ad performance across account
into 1 line of data metrics
• Sale data is centrally housed with start and end date for easy reference.
• No need to download ad copies, filter by label and pivot to see performance
• Set up is easy since it takes your evergreen ad copy and each adgroup’s keyword
headline.
• Dates sale ran are directly in feed, so quick reference.
• Can’t turn off ad copies immediately, need 15 minute window (change “end date”)
• A/B testing two anchored ad copies requires 2 feeds so comparing data involves
copying and pasting two different data sets
Pluses
Minuses

26. Things I didn’t mention but will note here
• Flash sale ad customizer for easy global ad copy roll out
• Control multiple prices, interest rates, & offers if they vary by region within
same campaign.
• It’s possible to set the hour of day into ad copies
• Easy % discount and coupon code ad copy write up.
• Dates sale ran are directly in feed, so quick reference.
• Show how far away your business is to the user’s approximate location directly
in ad
• Serve time of day greetings to users
Ideas

27. Testing Ad Customizer Ads*
• Difficult to A/B test regular standard ad copy vs ad
customized ad copy due to dynamic messaging
(Use two different feeds).
• Data is housed in separate sections of AdWords
requires some manual process to crunch numbers
• Having fun and being creative does not necessarily
equate to better performance.
*Results may vary