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Google Ads Ad Customizers in an RSA World

Published on: December 7 2022 by Paid Media Pros

In the world of online advertising, Google Ads is one of the most popular platforms for businesses to promote their products and services. However, with the rise of Responsive Search Ads (RSAs), marketers are facing new challenges when it comes to creating effective ad campaigns. That's where Ad Customizers come in. In this article, we'll explore how Ad Customizers can be used in an RSA world to create more personalized and engaging ads.

What are Ad Customizers?

Ad Customizers are a feature within Google Ads that allow advertisers to dynamically insert information into their ads based on factors such as location, device, and audience. This means that each ad can be tailored to the individual user, making it more relevant and compelling.

Why are Ad Customizers important in an RSA world?

RSAs present a unique challenge for marketers, as they require a large number of ad variations in order to fully utilize their potential. Ad Customizers make it possible to create these variations quickly and easily, without having to manually create individual ads for each variation. This saves time and allows for more efficient ad creation.

How can Ad Customizers be used in an RSA world?

There are several ways that Ad Customizers can be used in conjunction with RSAs to create more effective ad campaigns. These include:

1. Dynamic Keyword Insertion: This allows advertisers to insert the exact keyword that triggered the ad into the ad copy itself. This makes the ad more relevant and increases the chances of it being clicked.

2. Countdowns: Advertisers can use countdowns to create a sense of urgency in their ads, encouraging users to take action before a deadline expires.

3. Location-based information: Advertisers can use Ad Customizers to insert information about the user's location into the ad, such as the nearest store or office location.

4. Device-based information: Advertisers can also use Ad Customizers to insert information about the user's device into the ad, such as a specific app or operating system.

In an RSA world, Ad Customizers are an essential tool for marketers looking to create effective and engaging ad campaigns. By using Ad Customizers to dynamically insert information into their ads, advertisers can create personalized, relevant, and compelling ads that are more likely to be clicked. So if you're not already using Ad Customizers in your Google Ads campaigns, it's time to start!

Google Ads Ad Customizers in an RSA World

Ad Customizers in Expanded Text Ads: Changes Coming in 2022

The year 2022 marks significant changes in the use of Ad Customizers in Expanded Text Ads. This article aims to provide insights on the impact of such changes and how to navigate the new system for advertisers using Responsive Search Ads.

Changes in Ad Customizers for Expanded Text Ads:

• As of July 2022, advertisers can no longer create or edit Ad Customizers for Expanded Text Ads.

• Business data feeds for Expanded Text Ads can no longer be uploaded or edited.

• Ad Customizers in Expanded Text Ads will only continue to serve until the end of 2022, rendering such ads potentially worthless by 2023.

Using Ad Customizers in Responsive Search Ads:

• Advertisers can still use Ad Customizers in Responsive Search Ads, which include four customizer options: keyword insertion, countdown, location insertion, and ad customizer.

• Keyword insertion allows advertisers to make their ads more relevant to users' search terms.

• Countdown creates urgency for limited-time sales or events.

• Location insertion targets users in specific geographic locations.

• Ad customizer allows customization of ad experience based on business data feed attributes.

With the changes in Ad Customizers for Expanded Text Ads, advertisers need to adapt to the new system for Responsive Search Ads. By utilizing the available customizer options, advertisers can still create relevant and effective ads for their target audience.

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