{"id":5408,"date":"2017-11-30T11:53:07","date_gmt":"2017-11-30T11:53:07","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=5408"},"modified":"2020-09-03T12:50:43","modified_gmt":"2020-09-03T12:50:43","slug":"martin-roettgerding-ad-customizers","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/adwords-automation\/martin-roettgerding-ad-customizers\/","title":{"rendered":"Great Day Recap: Martin R\u00f6ttgerding \u2013 Ad Customizers"},"content":{"rendered":"

Martin R\u00f6ttgerding<\/a>, Head of SEA at Bloofusion<\/a>, author at Internetkapit\u00e4ne<\/a> and PPC pioneer delivered an insightful talk on the possibilities and limitations of ad customizers. His hands-on tips & tricks were a nice addition to the talk and showed his years of experience working with Google AdWords.<\/p>\n

Why ad customizers?<\/h2>\n

The main reason for using customized ads is: you can use ad customizers to quickly and easily update your ads without having to resubmit the entire ad and going through Google’s entire approval process.<\/p>\n

Three building blocks for customized ads<\/h2>\n

Martin states that there are three building blocks for building customized ads:<\/p>\n

    \n
  1. The ad itself<\/li>\n
  2. Ad customizer data (feed)<\/li>\n
  3. Targeting criteria<\/li>\n<\/ol>\n
    \"customized
    Building blocks of customized ads<\/figcaption><\/figure>\n

    Building block #1 \u2013 the ad<\/h3>\n

    It is possible to customize almost everything. You can even build an entire ad out of customizers \u2013 with one exception, the final URL, which cannot be customized. Martin provides a useful trick here: fallback ads.
    \nOption 1: With a regular backup ad, you would have a customized ad and a backup ad within the same ad group, so if something goes amiss with the customized ad, Google will use the backup ad as a fallback. Tip: To avoid Google randomly choosing your regular ad vs. your customized ad, use optimized ad rotation. Another trick Martin mentions is adding another add \u2013 in case there’s a problem with only one of the customizers, the fallback can be another customized ad. E.g. in an add where stock level and price are added via customizers, if the stock level isn’t available for some reason, there will be another add where only the price is customized.
    \nOption 2: Include the fallback parts right away, so you don’t need an additional ad but rather write the fallback text directly in the ad, as seen here:<\/p>\n

    \"\"
    Option 2: Include the fallback parts right away<\/figcaption><\/figure>\n

    Although it has its advantages (e.g. it is independent of ad rotation), some complications can arise when the original ad copy does not leave much room for other text.<\/p>\n

    Building block #2 \u2013 ad customizer data<\/h3>\n

    You can find your ad customizer data within the business data section in your AdWords account. In the new interface, go to setup > business data. The table includes your product data, the status of approval by Google, and some performance data (how often it’s been shown, clicks, conversions, etc.).<\/p>\n

    \"\"
    Ad customizer data in AdWords<\/figcaption><\/figure>\n

    To update your data at scale you need to automate the process:<\/p>\n