by Louise

27/09/2017

Internet Marketing, Online Advertising

AdWords Ad Customisers: Improve your CTR & reduce ad creation time

What are ad customisers?

Ad customisers allow advertisers to adapt an ad to suit the context of a user’s search for ads on the Search Network or the website that a user is browsing on the Display Network.

How can they be used?

Within the AdWords interface, we are able to add the character ‘{‘ directly into an ad to access the following functions:

1. Keyword Insertion

Allowing advertisers to insert the keyword that triggers the ad when a user searches. This is handy for ad groups that include a variety of keywords (or just to save time with ad creation) and could be set up like so:

Headline 1: {KeyWord:Bissell Cleaners}
Headline 2: Free & Fast UK Delivery
Description: Easy to manoeuvre with powerful suction. Buy today from the floorcare experts!

Within the above ad, the keyword that triggered the search term would pull through to the headline.

For example, if a user searches for ‘bissell carpet cleaners’ which matches to the keyword [bissell carpet cleaners] within that ad group, the ad would display as follows:

Keyword Insertion Ad Customiser V1

If a user searched for ‘bissell carpet washers’ which matches to the keyword [bissell carpet washers] within the same ad group, the ad would change accordingly:

Keyword Insertion Ad Customiser V2

If the keyword could not be used, for example if it exceeded the character limit, then the default text would display instead. In this case, the default text was set to ‘Bissell Cleaners’.

2. Countdown:

Providing the ability to insert a timer that counts down to an event. This works particularly well for sales to add a sense of urgency for users to complete a purchase.

With Black Friday just a few months away – now would be a great time for advertisers to prepare their ads ready for the busy period.

For example, a countdown timer could be added like so:

Headline 1: Bissell® Black Friday Sale
Headline 2: Free & Fast UK Delivery
Description: Hurry, sale ends in {=GLOBAL_COUNTDOWN(“2017/11/24 23:59:59″,”en-GB”,5)}. Shop now!

To produce the following:

Countdown Ad Customiser

The ad would then display the relevant days, hours and minutes until the event ends based on the date and time entered.

3. IF Function:

A dream for all the Excel fanatics out there!

This feature allows marketers to get more sophisticated with their ads by tailoring the messaging to suit specific conditions. These conditions can include device or audience, with the option to add default text.

In its most basic form, we could write something similar to the following:

Headline 1: Bissell® Carpet Cleaner Range
Headline 2: Free & Fast UK Delivery
Description: Easy to manoeuvre with powerful suction. {=IF(device=mobile,Shop from your mobile!):Buy today from the floorcare experts!}

Which translates into the ads like so:

Mobile devices:

IF Function Ad Customiser - Mobile

All other devices:

IF Function Ad Customiser - Tablet/Desktop

IF functions can also be really effective when used with different audience segments to promote a loyalty scheme or new customer offer. For example, the messaging used for new customers could contain a promotional code to incentivise them to complete their first purchase, like so:

Headline 1: Bissell® Carpet Cleaner Range
Headline 2: Free & Fast UK Delivery
Description: Easy to manoeuvre with powerful suction. {=IF(audience IN (Converters),Buy today from the floorcare experts!):Get 10% off your first order with code X!}Buy today from the floorcare experts!

Which translates to:

Users in the ‘Converters’ audience:

IF Function Ad Customiser - Audience Targeting: Converters

Users that are not in the ‘Converters’ audience:

IF Function Ad Customiser - Audience Targeting: New Users

Adding a bit of pizazz

All marketers like to offer something a little different, whether it be a fantastic saving or a generous promotional code – anything to stand out against the competition. The only disadvantage of these ever-changing offers is the need to add/remove ads – therefore losing historical data and waiting around for policy checks.

Once a datasheet containing all product information has been uploaded to the account, marketers can then reference this information within their ads via the ad customiser tool. References to product attributes such as product titles, prices, or anything else that may change over time, can be added to ensure that the ads are always relevant and up-to-date without the need to launch new ads.

This can be set up as follows:

  1. Define your attributes and create a datasheet using the data you’d like to insert.
  2. Set up your customiser feeds in AdWords via a business data upload.
  3. Create ads using customiser syntax with your ad.
  4. Replace variables without deleting your ads.
  5. Monitor the performance of the ads.

A detailed step-by-step guide can be found here: https://goo.gl/EDDHv7

Once the basics have been mastered, there are all sorts of ways these can be used to give your ads a little something extra. A great way to use this would be to create product-driven copy showing how many units are left in stock along with an up-to-date product price:

Using Datafeeds within Ad Customisers

We have seen some fantastic results across our clients by using a mixture of the above ad customisers and as a result reduced a lot of time spent on ad creation, whilst keeping the ad history to maintain strong quality scores.

Got a question about ad customisers? Feel free to get in touch.

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