Benefits of Ad Customizers

Google’s Ad Customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day. Advertisers familiar with the traditional Dynamic Keyword Insertion (DKI) capabilities and parameters will notice similarities with Ad Customizers, but the new approach is more powerful. Here’s why:


  1. Tailored messaging: Ads are hyper-specialized to each search or webpage being viewed and show the most relevant variation to each potential customer.
  2. Reporting and scalability: Customizers allows advertisers to scale across many ad groups with values that can change every day without resetting ad history and be applied at the campaign, ad group or keyword level. The key differences are the application and values that can be used.
  3. Time-sensitive calls to action: The new customizers provide the ability to use words as well as numbers along with a special value called a COUNTDOWN that allows for dynamic date-based values. This function can say that time is running out to take advantage of a promotion.


How it Works

Essentially the new ad customizers is a targeting model with attributes that an advertiser references. Below is an example of a targeting ad with attributes.


Target Keyword: “Gadgets”

Model: Fancy

Price: $199

Start_Sale: 2/1/2015


An example ad might look like:




So this would render as:


Screen Shot 2015-01-19 at 12.20.45 PM copy


This approach gives advertisers much more flexibility than before, as advertisers can now create one ad that could possibly be used across many ad groups.  Advertisers can change values in real-time and the ads can change dynamically.  You can learn more about how to implement Ad Customizers here and here.


Dynamic Keyword Insertion Comparison

Ad customizers shares some similarities with traditional Dynamic Keyword Insertion (DKI) capabilities and parameters.


DKI is the familiar method of using the keywords actually typed by a searcher into an ad each time someone does a search.  As an example an advertiser using the following DKI ad would actually display the following:




This would actually show if the searcher typed  “Electronics”


AdBlog4 copy


The problem with DKI is that each new ad needs a custom DKI line in every ad group to make sure that the typed search query works in the ad and that the default value, in this case “Gadgets”, also makes sense with the ad text.  It leads to a manual process that can cause many advertisers to tend towards more generic surrounding ad copy to make sure everything sounds right. The other problem with DKI is that any value in the ad that needs to be changed at a later date will cause AdWords to create a new ad and reset all the ad historical data. This in turn causes poorer performance than custom ad copy or Ad Customizer ads.


Google addressed the ad history problem with Parameters.  This allows advertisers to have a dynamic value in an ad that can be updated without resetting history. Parameters is somewhat limited in that there are only two, it is set at the keyword level, can only be set through the API and is only numeric.  It is great for things like price and quantity, but limited enough that a more powerful approach was needed.


Ad Customizers provides customization without resetting the ad’s performance data. I would encourage you to experiment with Google’s Ad Customizers tool as it will make it easier to create more custom ad copy at scale across product lines. However, always make sure to keep up with the changing attribute values such as price and dates or your ads will suffer from not being aligned with your website. This will undoubtedly lead to decreased performance.


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.