What {=Is An.Ad_Customiser} & Why Use Them - Part 1

by Neil Harrison on Wednesday 9 May 2018

Creating highly tailored ads is one of the best ways to engage with potential consumers. However, managing accounts for clients which can span multiple languages and markets across the world with thousands of unique products can be a serious challenge. Therefore, it can be easy to sweep aside the implementation of highly tailored ads, despite their importance and significant potential to increase consumer engagement. Nevertheless, there is a solution to this problem. ‘Ad customisers’ are their name and hyper tailored ads are their game.


What is an ad customiser?


In short, “ad customisers adapt your ads to the real-time context of your potential customers” (Google Support). They allow you to dynamically change ads to show the most up to date and relevant content. In turn, this should increase your expected click-through rate and ad relevance, both of which are components of quality score.

Ad customisers can be updated via the ‘business data’ section in the shared library of your account on Adwords. There you can input the parts of the ads you want to change and which campaigns|ad groups| keywords to target. The first part of the process involves uploading an excel document which references what you want to target and what you would like to change. An example doc can be downloaded from the Adwords support page here.



These attributes can subsequently be updated through linking a google sheets document to the custom parameter in the Adwords interface. This Google Sheets document can be scheduled to run and update the custom parameters from every 6 hours to every first day of the month. Alternatively, you can manually run the document in the business data part of the Adwords interface if your change is needed more promptly or at a certain time.


Why use ad customisers?


The advantage of using ad customisers is that it reduces the level of account complexity needed to tailor ads. Instead of needing thousands of different ads for every product, all you need is the same ad that is updated. In turn, by minimising this you can tailor ads at a much more granular level, targeting specific products with specific text or targeting consumers with specific information saving valuable time along the way. Furthermore, the ability to link a Google sheets doc means keeping ad copy fresh and relevant becomes immediately more achievable with automatic updating. Hence, it is a win win scenario. The consumer gets more relevant information generating a better user experience, while your accounts are easier and quicker to manage.