The replacement to Ad Params is here! Let's take a look on the advantages of using Ad Customizers to make your ads more engaging to end users.

1. Location-Aware Ad
Customizers

2. Agenda
● Background
● The Problem
● Location Awareness to the Rescue
● The Fine Print
● The Bonus

3. Background

4. In the Beginning...
There were Ad Parameters
● Placeholders in text ads
● Dynamic update of numeric values
● Default text value if no numeric value
● Preserve ad statistics
● No ad re-review required

5. Ad Parameter Example

6. Then there were Ad Customizers...
All of the benefits of Ad Parameters, plus:
● Allow for more than just numbers:
○ Strings
○ Countdown
● Multi-level
○ Campaign, Ad Group, and Keyword
● Based on Feeds

7. Ad Customizer Example

8. The Problem

9. Well, that’s great, but...
What about helping
people during
micro-moments?

10. Location Matters, For Example:
● Telecom provider
○ 80 regions where I provide the best coverage
● Chain of gas stations in 10 regions
○ Highlight pricing for the station closest to the user
● Show prices in local currency

11. The Old Way
● So how could I show ads tailored to the
user’s location?
○ Make copies of your campaigns
○ Target each one to a different location
● Gross!
○ Duplicated data
○ Hard to maintain

12. Location-Aware Ad
Customizers to the
Rescue

13. What Is Location, exactly?
● Location of Presence (“Physical”)
○ Where the user is located
● Location of Interest (“Interest”)
○ Where the user is interested
● Interest trumps Physical

14. Introducing “Target Location”
Shared Library -> Business Data

15. Example: Target Australian Cities
Name

16. Show Me the Code!

17. 3 Lines of Code!
● Just take your existing Ad Customizer
FeedItem and add:
Location location = new Location();
location.setId(1000286); // Sydney
feedItem.setGeoTargeting(location);

18. What Locations Can I Use?
● Geographical Targeting Locations
● Cities-DMA Regions
● Or use LocationCriterionService to lookup programmatically

19. What About Reporting?
● How do I get per-location stats?
○ Placeholder Feed Item Report

20. The Fine Print

21. The Fine Print
● Same limits as all customized ads
○ Example: You must have one non-customized ad in
the ad group
● Location of interest trumps physical location
● More specific locations trump larger areas
● Not supported in ExtensionSettings yet
● Not supported in AdWords Scripts yet

22. The Bonus

23. Ad Customizers are just Feeds, so...
● This also works on any other FeedItems!
○ Sitelinks
○ Call
○ App
○ Location
○ Reviews
○ Callout
● In fact, the code sample is with Sitelinks

24. Resources
● Micro-moments - https://goo.gl/xbvgnJ
● Ad Customizers Guide - https://goo.gl/qn2z4T
● Geo Targeting Ids - https://goo.gl/Ou8MbN
● Cities/DMA Regions - https://goo.gl/o9oUXU
● Placeholder Report - https://goo.gl/jM7HXD
● Sample Code - https://goo.gl/Y7RML6