Set up ad customisers

Ad customisers adapt your ads to the real-time context of your potential customers – what they're searching for, where they're browsing, what device they're using and when they're looking at your ad. Find out more about their benefits, or get started by following the steps below. You'll create ad customiser data first, and then set up ad text with customisers in each ad group that you want to reference that data.

Create ad customiser data

Firstly, define your attributes:
  1. Download the ad customiser data template (.csv).
  2. Define the custom attributes (details) that you want each customiser to show.
    • The template includes sample custom attributes in columns A to E. Replace these sample custom attributes with your own attributes and remove any extra columns.
    • Make sure that all your attributes specify an attribute type, in an Attribute (AttributeType) format. See all attribute types
    • For example, the 'Model' attribute in column A, a custom attribute, specifies 'text' for the data that column includes, and appears as 'Model (text)'.
    • It's best not to include spaces in your attributes' names.
  3. (Optional) To make advanced configurations such as scheduling and device preferences, include standard attributes as well. Check for full list of standard attributes
Secondly, define your targeting:
  1. The ad customiser data template (.csv) includes optional targeting attributes in columns F to H.
    • You can keep multiple targeting columns: to customise your ads for the same keyword in different campaigns, for example, use both the "Target keyword" and "Target campaign" columns.
    • To target by ad group, you'll need to include both the "Target ad group" and "Target campaign" columns.
  2. Remove any columns that you don't want (could be all of them, if you'd like your customisers to be eligible across your account), or add different targeting attributes.
  3. If you're targeting by keyword, then you have two options.
  4. Use the 'Target keyword' attribute, and format the keywords under it in the way that you format keyword match types.
  5. Use the 'Target keyword text' attribute along with the 'Target keyword match type' attribute, and specify the match type under 'Target keyword match type'. Learn more about match types
Thirdly, enter your data and upload it to Google Ads:
  1. Complete each row with the data that you want the customisers to display.
  2. Replace the sample data in rows 2 and 3.
  3. Make sure that any targeting columns match your keywords and/or the names of your campaigns and ad groups exactly, including spaces and capitalisation.
  4. For each column with a custom attribute, make sure that you use an allowed type.
  5. Save your file in a .csv, .tsv, .xls or .xlsx format. Your file can be as large as 50 MB for .xls or .xlsx and 500 MB for .csv and .tsv.
  6. Sign in to Google Ads account.
  7. From the 'tools icon' on the top right, select Business data on the right-hand side of the navigation bar.
  8. Click the blue plus button and choose 'Ad customiser data'.
  9. Name your data set.
  10. The name that you give your data set here is the name that your customisers will reference.
  11. Use a short name, with no spaces.
  12. Don't use the same name as an old (removed) data set. Customisers that reference removed data sets won't work.
  13. Click Upload.

Set up ad text with customisers

After you've created your ad customiser data following the steps above, you're ready to set up customisers in any text ad within your Search or Search with Display Select campaign. A customiser can show text from the data that you've uploaded, or text from a function within your ad.

Before you start

  • In order for Google Ads to show your customised ads, you need to either ensure any ads with customisers use default values or include a text ad without customisers in the same ad group.
Note: If you use dynamic keyword insertion as a default value, the ad customiser won't serve.
  • Keep in mind character limits to avoid disapproval. Make sure that the values that replace the customizers keep within the character limits.
  • Ads with customisers, like all other ads, must meet Google’s professional and editorial standards.


  1. As you create a text ad, include a customiser anywhere except for the final URL field.
  2. Use the format {=DataSetName.AttributeName}.
  3. If you've named your file "Mixers", for example, and want to reference a custom attribute called "Model (text)", your customiser would be {=Mixers.Model}. Note how the attribute type isn't included in the customiser. 
  4. You can check a few examples of how customisers look within ad text.
  5. Make sure that you match the name of your ad customiser data and attributes exactly.
  6. Your customisers might cause your text to go over the character limits. This is fine, but make sure that the values that replace your customisers won't exceed the limit (otherwise, your customised ad won't show).
  7. Save your ad as usual.
  8. Make sure that this ad falls within an ad group that also includes an ad (that is, an ad without any customisers). If the customised ad's ad group doesn't include an ad, Google Ads won't be able to show it.

Review your ad customisers

Once you've uploaded a file with ad customiser data, here are a couple of things to check:

Bear in mind

You cannot pause an ad customiser, but you can pause the ads that contain them or remove the data associated with them.

  • Pause the ads that contain them: Simply pause your ads as usual.
  • Remove the data associated with them: Remove any data that the customisers reference. If you have a customised ad targeted to five ad groups, for example, and want to pause the customisers in an ad group named "San Francisco", then you could remove the rows that target the "San Francisco" ad group.
  • If you remove the whole data set, then you won't be able to re-start your customisers by uploading a new data set and naming it with the same name. Editing your data (rather than removing the whole data set) is a better option if you'd like your customisers to keep running.

Specs for customiser data

When creating or uploading ad customiser data, you can use attributes and language codes as needed to help create your ad customisers.

Language codes

Language Code
Arabic ar
Bulgarian bg
Catalan ca
Chinese (China) zh-CN
Chinese (Hong Kong) zh-HK
Chinese (Taiwan) zh-TW
Croatian hr
Czech cs
Danish da
Dutch nl
English (Australian) en-AU
English (UK) en-GB
English (US) en-US
Estonian et
Filipino fil
Finnish fi
French fr
German de
Greek el
Hebrew iw
Hindi hi
Hungarian hu
Indonesian id
Italian it
Japanese ja
Korean ko
Latvian lv
Lithuanian lt
Malay ms
Norwegian no
Polish pl
Portuguese (Brazil) pt-BR
Portuguese (Portugal) pt-PT
Romanian ro
Russian ru
Serbian sr
Slovak sk
Slovenian sl
Spanish (Europe) es
Spanish (Latin America) es-419
Swedish sv
Thai th
Turkish tr
Ukrainian uk
Vietnamese vi
Attribute types (for custom attributes)
Attribute type Commonly used for Characters allowed Example value
text ProductName Any letters, numbers or symbols Hiking Boots
number InventoryCount Any whole numbers 11
price Cost Any number (including decimals) and valid currency characters £24.99
date Time stamp yyyy/MM/dd hh:mm:ss 14/08/2014 17:01:00
Note: Attribute names shouldn’t contain spaces, symbols, punctuation or special characters, such as wingdings, arrows, vertical bars or other symbols. Using special characters may cause your ads to be disapproved. i.e. -, <3, =>, <=, ⇐, ⇍, ->, ⇒, », :-), :), ∞, ⋇, Ξ, ****, |, etc.
Standard attributes
Attribute Function Accepted values
Device preference Limits a row of data to ads that appear on smartphones (not tablets or computers). mobile or all
Scheduling The days and times of the week that you want your ad customiser to be shown. Day, start time – end time. If you wanted to schedule from 9.00 a.m. to 5.00 p.m. on Mondays, for example, you'd enter Monday, 09:00 AM – 05:00 PM. If you want to schedule for multiple days, separate your days with a semicolon. For example, you could schedule for both Monday and Tuesday using Monday, 09:00 AM – 05:00 PM; Tuesday, 09:00 AM – 05:00 PM.
Start date Starts serving the feed item on this date. yyyy/mm/dd hh:mm:ss (24 hour clock)
End Date Stops serving the feed item on this date. yyyy/mm/dd hh:mm:ss (24 hour clock)
Custom ID Unique identifying value for a row of data. Google Ads gives each row a value called "Item ID", but you might like to create your own custom ID values that Google Ads can recognise. Any combination of letters and numbers.
Target location restriction The type of targeting that's applied to the locations listed in 'Target location'. Physical location or an empty cell.
Targeting attributes
Attribute Function Accepted values
Target keyword The keyword that should trigger this row. Keywords with match type punctuation formatting. (e.g. [flowers] for exact match). Match type formats
Target keyword text The keyword that should trigger this row. This keyword has a match type specified in the 'Target keyword match type' column. Keywords without match type punctuation formatting.
Target keyword match type The match type that you want applied to the corresponding keyword in the 'Target keyword text' column. broad or phrase or exact
Target ad group The ad group that this row's data should be used for. Existing ad group names
Target campaign The campaign that this row's data should be used for. Existing campaign names
Target location The location that should trigger this row when it matches the user’s location or area of interest. The name of the location, in any language.
Target location restriction The type of targeting that's applied to the locations listed in 'Target location'. Physical location or an empty cell.

Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue