If you run a large AdWords account, or even a small account with a lot of changing products, you’re going to love the newest tool from Google – though expect to have to put in a fair amount of work to be able to take advantage of it.
Ad Customizers AKA “Ad Libs”
Google announced that ad customizers are rolling out. Ad customizers allow you to create Mad Libs fill in the blank style ads, and data from a spreadsheet fills in appropriate information based on someone’s search query. For example, if you have a huge selection of shoes, you won’t have to deal with creating a different ad for each shoe. Instead, you could create a basic template ad and details, including size, shoe type and gender they are designed for, would automagically populate an ad.
The Opportunities are Endless
This will also work for just about any variable because you provide the data. Number of flights available, colors, locations and price are just a few of the things that can be inputted. If your prices, promotions and available inventory change on a regular basis, this can be a huge time saver. Additionally, AdWords even lets you use a countdown timer, which is probably going to be incredibly useful as the holidays approach. (Nothing like getting purchases driven by panic.)
However, before you can take advantage of the automation this tool offers, you’re going to need to create a spreadsheet that Google can get data from, and you’re also going to need to stay on top of changes. If people click on ads to find items out of stock, listed at a different price or ineligible for a discount, you’re going to have a bad time.
Google has stated that this tool will be rolling out globally over the next few weeks, and you can find out more information about signing up in the AdWords Help Center.