Paid Search

For Beginners: How to Use Ad Customizers with AdWords for Better Results

Google AdWords is always coming up with new features and updates, and ad customizers are one of the latest. In short, ad customizers can help you change the text in your text ads based on the search query someone used. In other words, you can put out one ad, but the text on that ad will change slightly depending on what a user typed into the Google search box; thus making it seem like you have several different, customized ads. This then begs the question: How can you use ad customizers to the fullest, and how do you get started?

How Ad Customizers Work

As discussed above, ad customizers help you include specific details/ content to your ads. This can go as far as color, size, inventory details, pricing, countdowns, seasonal sales, and more, and you have full control over what you want your ads to say. Below is an example from Google of ad customizers. As you can see, the ad takes users to the same place, but the content differs slightly and will be shown differently depending on the search query:

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When you set up ad customizers, the ad copy will automatically be updated and your performance data will not be reset. According to the official Google Support page, there are several different benefits to ad customizers:

  • Tailored messaging based on each search or webpage being viewed.
  • Time-sensitive calls to action (CTAs).
  • In other words, these ads can help you have hundreds of variations.
  • Your performance data remains intact.

For a video that explains these benefits, see below:

How to Get Started with Ad Customizers and How to Use Them Effectively

Ad customizers are parameters that go within braces {like this} and will work for any text ad on the Search or Display Network, but not in the URL fields. Each parameter includes two parts: the data sheet reference and the column reference. Below is a screenshot example from Crazy Egg that shows the two parts:

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The ad customizer data is what you upload to AdWords in a spreadsheet file (discussed below). The screenshot above shows the customizer as a whole.

The Countdown function includes directions for the function within parentheses. For example, in the example above if you changed the customizer to look like this: {Countdown (Discounts.CountdownDate)} then you’re telling the customizer what date and time it should be counting to in the ad.

Of course, getting more advanced does take a little bit of development know-how, so I recommend visiting this page for more examples of how to target by keyword, use customizers across a campaign or ad group, updating your ad for recurring events, etc. Below is also a screenshot from a Search Engine Journal article that helps show what the setup looks like:

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What are your thoughts on ad customizers? Have you seen any improvements in your ads since implementing this feature? Let us know in the comments below.

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