In late 2014 Google announced several tools meant for larger and more sophisticated digital advertisers who manage multiple or large-scale accounts. One of these tools is known as “Ad Customizers”, and it is the first in a series of advanced tools for enterprise advertisers that Google plans on releasing over the next several months.
Google’s Ad Customizers adapt text ads to the full context of a search page by inserting a value, such as a product keyword or the time left before a sale ends. Advertisers are able to create an ad template with these customizers and indicate which value to dynamically insert into the ad text when customers enter a search query. Click these links to learn more about Ad Customizers, how to implement it and gain insights from Boost Media COO Rob Lenderman.
Creative Focused Ads are Even More Important
Ad Customizer’s functionality and capabilities might lead advertisers to think that they no longer have to write custom ads. While the new approach has many benefits and is a good model for creating an ad template, it does not eliminate the need for creating dynamic ad copy. It is crucial to write custom ad copy now more than ever before.
In the past, whenever advertisers wrote custom copy it could contain things like product models, prices and other non-number based values. The problem was that when the values needed to change, advertisers had to reset the ad history, which caused a drop in quality score and resulted in a higher cost per click. Ad Customizers solve this problem by allowing advertisers to scale across many ad groups with values that can change every day without resetting ad history and can be applied at the campaign, ad group or keyword level. The process of multivariate testing is simplified by allowing advertisers to insert new values to test rather than writing a whole new ad.
Sharing similarities with the traditional Dynamic Keyword Insertion (DKI) approach and parameters, the new customizers are a good model for creating an ad template, but not for dynamically writing custom ad copy. Perhaps price and model names work best for some products, but features and benefits may work better for other products. No matter what hypotheses an advertiser tests, if advertisers use just one ad template for all products or product groups, they are missing out on upside potential performance by not having customized copy.
Our Creative Optimization Platform has used these same capabilities from the start, allowing for the most customized ad copy possible at scale. Our Creative NetworkTM of 1,000+ expert copywriters and designers incorporate the attributes available based on the product and the messaging that advertisers have determined will work best. We’ve proven that the best method for delivering custom, creative focused ads at scale is to crowdsource from a vast network of highly vetted ad copywriters.
When you combine the Creative NetworkTM with our in-platform testing tools, advertisers can determine what is working and what is not working with their target consumers. This information can then be used to develop new positioning strategies that can be leveraged across channels. This platform can also adapt dynamically to changes in product, the marketplace and any attribute value changes. From ad copy generation to statistical copy testing, Boost Media can help advertisers with their digital creative needs.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.