But how should you be given time to customize all your adverts?
There are essentially two, time-saving, ways you can customize your ad texts: using if-functions or ad customizers.
What is an if-function?
An if-function is a formula that lets you determine a certain message if a certain condition is met. If the condition is not met, the message will not be displayed, but a standard text. This allows you to customize the message in your ad based on whether certain requirements are met. The difference between if-functions and ad customizers is that if-functions do not require you to use a feed.
What is ad customizers?
Ad customizers have been hacked more advanced than if-functions, but still easy to configure and update. To use a customizers, you need to upload a data feed to Google Ads Business data.
Be careful when naming the feed as you will need to use this when creating advertisements. An ad customizer in the ad text consists of the following:
Name of the feed + name of the atriut
It will therefore look like a formula: {=DataSetName.AttributeName}
Now you know what an if-function and an ad customizer is. But how should you use them? In this article we will show you 10 ways to best customize your ads using if-functions and ad customizers.
Customize the advertisement message by device
The visitors to your page come from different devices. Likely you offer different depending on whether those who are looking for you do it from a tablet, a mobile phone or from a computer. So why don't you adapt the ad text to the unit that's watching it surfing? Google Ads features allow you to customize this.
Use the following formula in the description of your advertisement:
{=IF(device=mobile, text to insert):default text}
Choose whether you want to customize the full description of the advertisement or only parts of it. The mobile specific message is entered under “text to insert”, while the text you want to display for those who are searching from a desktop should replace “default text”.
For example, imagine that you are running a hairdresser salon and want to advertise for it. Your website allows you to book hours through a form. You may want to write “Fix low hourly price of 299” in the description and end with different endings:
Customize the advertisement message after location
Relevance increases in most cases the click rate and location-adapted message is no exception. POP Yachts experienced a 30% CTR and a 50% decrease in the CPA using location-adapted messages.
Ad Customers from Google Ads lets you customize the message based on the location of the applicant. This is brilliant if you want to refer to specific offers at the individual point of sale or to adapt the message in other ways.
Perhaps you have different delivery conditions in the different parts of the country? If you have free shipping to certain parts of the country or faster delivery anywhere than others, you can highlight this in your ad text!
Create a Google Sheet with the information you want to customize in your ad based on location, create a feed in Google Ads and insert customizers into your ad.
In this case, with the sale of the generic ‘product’, for example, this could be done as follows:
If one from Trondheim searches for the product you sell, the ad will look like this:
Customize the advertisement message according to who is applying
I'm almost sure you as an advertiser are willing to pay a little more for a click from a customer group than another, and therefore have made good marketing lists. Perhaps you are also running special discounts or offers against parts of the visitors on your page who have fallen off far down in the shopping area because you want to motivate them to complete the purchase? Show it in your ad!
Using IF functions, you can customize the message from: who that sees your ad. Use the following formula:
{=IF(audence IN(<userlist1>,<userlist2>),text to insert):default text}
Include price in the ad text
One of the biggest differences between Google Shopping and common search ads is that the shopping ads show price, often as opposed to the text ads. Exclusion of the price from the tax advertisements may be a deliberate choice, but also a result of the process of including the price (time you don't have to leave). Using Ad Customers, you can also generate a feed that shows the price of the product.
Showing the price in the advertisement gives the applicant even more information and this way it may be to make sure that those who visit your page have a greater chance of converting – this is because a surprisingly high price can be a factor that makes them choose not to buy after they click on your advertisement.
Create a feed in Google Sheets:
Use the same ad text across the different ad groups in your campaign and your message will automatically adapt from ad group to ad group to include the right type of product and price:
If someone is looking for AirPods, the advertisement would look like this:
Customize the ad text by search term
This may be the “most well-known” and most useful way to adapt the annexation message. With keyword insertion, Google Ads allows advertisers to use the specific search term searched for in the advertisement text.
Relevance is an important factor for a successful Google Ads ad and keyword insertion is helping to increase the relevance between the content of the ad and the keywords of those who are looking for your ads.
To use keyword insertion in your ads, you need to use the following formula:
{KeyWord:Default}
Replace “Default” with the search term you want to be shown by default if the search term the applicant uses is too long or if for other reasons the ad does not trigger.
The danger of keyword insertion arises first if you do not keep an eye on the search term report and make sure to close out irrelevant keywords. It is very unfortunate if you advertise sunscreen in a different type of conformity than exact, and do not follow up with negative keywords. Then you may search for “test of sunscreen” triggers the search term +sol cream and that the ad text says “Test of sunscreen” despite the fact that the website has no sunscreen test.
Clear time limit
Do you have a quote that is only valid for a shorter period of time? For example, weekends, black holidays or similar? Show it and create a sense of plight towards those who are looking for your products! Matt Umbro from PPC Hero could, after its case study of countdown ads, report a higher CTR and almost twice the conversion rate using dynamic adverts with countdowns, versus common static ad texts. The conversions also appeared to increase at most 1-2 days before the sale was concluded – the greater the time limit and the more limited the effect.
Enter the following function in your ad text:
{=COUNTDOWN()}
Fill in information about the time until the offer ends
If someone applies for products in the sale with countdown advertisements 3 days before the sale ends, the advertisement that is triggered will look like this:
Show number in ad text
Do you sell a product with limited selection and will show it? Make the buttoning clear (by connecting the feed to the web solution or updating it manually) and show how many of the product you have left:
Use the same ad text across the different advertising groups in your campaign and your message will automatically adapt from ad group to ad group to include the right type of product, price and number:
The advertisement will look like this:
Show selection in ad text
Do you have more generic search terms in any of your campaigns? E.g. “winter jacket”, “recommended kitchen” or “plate player”? Use Ad Customers to make it easier for you to expand the enhanced relevance campaign. Create a group of advertisements for each of the brands in the generic category and use the same ads across all advertising groups in the campaign. However, all will be dynamic and change with the data feed:
Create your advertisement text(s) using Ad Customers:
When someone searches for Kenwood kitchen machine, the ad text looks like this:
If they search for KitchenAid kitchen machine, it will look like this:
Drive people to the store – NIGHT!
Are you trying to drive customers to the store? Show them where the nearest store is in the ad text while showing availability of the product and creating a sense of paucity if it is few again. With this type of ad, the customer knows that you have the product near them and can therefore visit your store.
Create your advertisement text(s) using Ad Customers:
If any in the Tønsberg area are looking for AirPods, the ad will look like this:
Other combinations
Now we've gone through a number of ways you can customize your ad texts for higher relevance to the applicant. In the review we have already added some combinations using several Ad Customers at once – for example, the model, color and fire in the previous example. There are many more possibilities, however, for tailoring the adverts.
If you want to combine the different possibilities, you have to be aware that you will then have to generate new feeders for the different combinations. An advertisement may only consist of functions from one feed.
Remember:
Remember to use language code NO to use characters like æ, ø and ø.
An advertisement may only consist of functions from one feed.
Do you need help setting up Ad Customers for your Google Ads account? Send us an e-mail!