PPC | 4 Ad Customizers to Improve Google Ads Campaign Performance

Article by Andrea Atzori

The world of search and paid ads has never been busier, writes Andrea Atzori.

It’s a hotly contested space where marketers need to do everything they can to inspire customers to choose their ad.

Consumers value their privacy more than ever before, but they have also grown accustomed to ads that are hyper-relevant to them.

Nurturing first-party customer data acquisition is of increasing urgency. But this can only happen if customers click on your ad in the first place.

The more personalized and relevant an ad, the more customers are likely to come your way. Then, you can convert and retain them and their highly valuable data.

One incredibly useful tool that seems to have flown under the radar recently is ad customizers. These allow advertisers to dynamically tailor their ads to incredible advantage.

What Is an Ad Customizer, Anyway?

Ad customizers are most definitely not new. In fact, they have been around since late 2014.

They’re generally thought of as useful when it comes to seasonal events such as Mothers Day, Valentines Day, Halloween, and Christmas, or more generally just used for sales times.

But ad customizers can do much more than instilling a sense of urgency by adding a countdown.

In fact, Google released them with the vision that they would allow advertisers to leverage on their business data to dynamically create more relevant and personalized experiences.

Why Ad Customisers?

Oftentimes, we think of ad customizers as nothing more than an add-on.

It seems like they do nothing other than making the search ads process even more complicated. And it’s fair to say that it’s already complicated enough.

Ad customizers can allow you to make simple changes to your ads, yes. This can be something like adding a countdown to a sale or adding some simple information about your products.

Now, don’t get me wrong that this in itself is helpful as it allows you to tailor your ads even more to the particular customer.

Yet, we know that consumers are becoming increasingly savvy and so we need to ensure that our ads are doing everything they can to stand out in a saturated market.

As cookies are on the way out, digital marketing and marketers have to turn to other means of personalization.

Ad customizers are one way this brave, new, cookieless world can be navigated.

So, can these ad customizers be used as more than a simple add-on?

Can they really take our ads to the next level so customers can have the most personalized experience possible while privacy remains paramount?

And can we do all of this and also give businesses more information?

I think yes.

Let’s start by looking at the key benefits of ad customizers.