Ad Customizers

Ryuichi Hoshi2015

Agenda

● What are Ad Customizers?

● Why Ad Customizers?

● How to use Ad Customizers?

● Limitations / Notes

What are Ad Customizers

Ad Customizers are placeholders in your ads which can be instantiated in real time. Ad Customizers adapt your ads to the real-time context of your potential customers such as:

What they're searching for

When they're looking at your ad

What are Ad Customizers?

How they differ from Ad Params

Ad Params: Insert up to 2 keyword-level numeric values per creative.

Ad Customizers is much more powerful● Flexible: Insert text, not just numbers● Multi-level: Specify values by Campaign, Ad group, and keyword● Special rendering: Countdown function enables you to show #

days / hours left until an event● Detailed reporting: Get stats per instantiation value

Note: Ad Params will be deprecated and replaced by Ad Customizers

Why use Ad Customizers

Use Ad Customizers to

Show dynamic info in ads, e.g., prices, inventory

Manage ads more efficiently

Tailor ads to the user Add urgency to your ads

Show dynamic info in ads

Your online site sells violins. You want your ads to show the most up-to-date price & inventory for each model.

● You don’t want to have to recreate the ad every time the info changes

● Ad params helps with this, however:○ It’s a pain to have to update the same value for all

keywords in an Ad group

Use Ad group- (or even Campaign-) level Ad Customizers instead

You sell different models of violins and you want your ad to highlight the features for each model

If each Ad group promotes a different model...● Creating a different ad for each Ad group make your

account more complex● With Ad group-level Ad Customizers

○ Add the same template to each Ad group○ In real time, instantiate the template with the model

name and features.

Manage ads more efficiently

You want to show special offer by season such as “Spring Sale”, “Summer Sale” and “Winter Sale”

Instead of re-writing your Ads, you can change values with Ad Customizers without resetting stats.

Tailor ads to the user

Your violins are on sale but only for 2 more days.

Encourage the user to act now by telling them that time is running out.

Use countdown() function and pass it a timestamp to count down to.

Ad will say “Sale ends in 2 days” or “Sale ends in 5 hours”, depending on what time it is.

Add urgency to your ads

How to use Ad Customizers

Setup steps for Ad Customizers

Set up Feed Set up AdsPopulate FeedItem

1. Create Feed with AdCustomizerFeedService

1. Create Feed item

2. Insert details of ads as FeedItem

Create feed as a first step, with data you want to include in the ad such as Price and Datecustomizer_feed = { :name => ViolinFeed, :attributes => [ {:type => 'STRING', :name => Model}, {:type => 'STRING', :name => Level}, {:type => 'STRING', :name => 'Price'}, {:type => 'DATE_TIME', :name => 'EndDate'} ]}ad_customizer_feed_srv = adwords.service(:AdCustomizerFeedService, API_VERSION)response = ad_customizer_feed_srv .mutate([ {:operator => 'ADD', :operand => customizer_feed}])

Note: You can still use Feed services to create a feed for AdCustomizer. But don’t miss to add CustomerFeed, in that case.

1. Set up Feed

2. Populate Feed Item

Add details of ads into Feed as FeedItem.feed_item = { :feed_id => feed_id, :attribute_values => [ { :feed_attribute_id => model_id, :string_value => 'Pro Student 100' }, { :feed_attribute_id => level_id, :string_value => 'beginning' }, { :feed_attribute_id => price_id, :string_value => '$448' }, { :feed_attribute_id => end_date_id, :string_value => '20141220 000000' } ],

3. Set up Ad

You can put placeholders in your ads which can be instantiated in real time:

{=ViolinFeed.Model} fetch data from “Model” column in “ViolinFeed” feed.

text_ad = { :xsi_type => 'TextAd', :headline => '{=ViolinFeed.Model} Violin', :description1 => 'Designed for {=ViolinFeed.Level} students.', :description2 => '{=ViolinFeed.Price} - sales ends in {=COUNTDOWN(ViolinFeed.EndDate)} days', :url => 'http://www.example.com', :display_url => 'www.example.com',}

You can’t write {=123456.Name} where 123456 is FeedId

Report

● AD_CUSTOMIZERS_FEED_ITEM_REPORT provides statistics for feed items used in Ad Customizers.

● Statistics are aggregated at the feed item level, one row per feed item.

(See details: Ad Customizers Feed Item report)

Limitations / Notes

Limitations / Notes

● A standard text ad is required within the same Ad group ○ This way, we’ll always have an ad to show, even if you forget to

specify a value for the placeholder

● Keep in mind character limits● Both Ad and FeedItem will need review● Can’t use more than one feed as a source of data in an

Ad● 400,000 Feed items per account

Resources● Ad Customizers Guide● Placeholder Type● Ad Customizers ● Ad Customizers Feed Item Report