If it is a parameter based customiser, you’ll be prompted to upload a data feed file. Upload it from your system and give it a meaningful name. Adwords will process the data feed file and show a status message. After successfully uploading the file, you can start creating your ads using the attributes from the feed file. Your ads will start pulling in the values from the feed file dynamically to be shown on search, as per the user’s queries.
Types & Nomenclature
The two main types of Google Ad customisers can be mainly classified into:
- Built In Customisers: These ones don’t require a data feed to be workable. They include Dynamic Keyword Insertion (DKI), Countdown customisers and If Function customisers. Built in Customisers only allow for a single attribute in customisation. These functionalities are pre-defined in the Google Adwords platform.
- Parameter Customisers: These ones use a data feed to pull in values related to different attributes you’d like to use for your ad copy. Parameter Customisers use the syntax {} to define the different attributes you’d like to use from your data feed file and the name of the data feed file uploaded in Business Data as in {DataFeedFileName.attribute}. An example can be {AdCustomiserLocation.RegionHeadline}.
Now, let’s explore each one of them in detail, starting with the built in customisers.
Dynamic Keyword Insertion
To demonstrate, let’s see how DKI works:
The syntax for DKI is {KeyWord:xxxxx}.
Suppose you have ads crafted around perfume and your keywords center around the type of scents. So if you want to use DKI in your Headline 1, you can simply use {KeyWord:Rosescented Perfume}. This implies that every time a user searches for perfume using your keywords, the H1 of your ad copy will dynamically be replaced by the particular keyword and the user will see a customised ad copy on search. But, if due to any reason, the keyword can’t be fetched, by default “Rosescented Perfume” will be displayed in H1. You craft the ad in Google Ads as below: