Create ad customisers for text ads

Important
  • Starting 30 June 2022, you’ll no longer be able to create or edit expanded text ads.
  • Expanded text ads will continue to serve, and you'll still see reports on their performance going forward.
  • You'll still be able to pause and resume your expanded text ads, or remove them if needed.
  • We strongly encourage you to transition to responsive search ads.
  • Learn more about this change to expanded text ads

Ad customisers adapt your ads to the real-time context of your potential customers, such as what they're searching for, where they're browsing, what device they're using and when they're looking at your ad.

This article explains how to create ad customisers for text ads. You can also create ad customisers for responsive search ads.

Note: The format for ad customisers differs for responsive search ads. If you have existing business data ad customisers for text ads, you can migrate them to the format required for responsive search ads. Learn more about how to convert your ad customisers for text ads to responsive search ads

Instructions

1. Open your business data

The first step is to open your business data.

  1. Sign into your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon].
  3. Under 'More Tools', select Business data.

OPEN IN MY ACCOUNT

2. Create your ad customiser

Next, you’ll create your ad customiser and add details about the type of information that you’d like to customise. These details are known as 'attributes'.

  1. Click the plus button .
  2. Select Ad customisers data for text ads.
  3. Download the template by clicking Ad customiser data template (download CSV).
    1. In the spreadsheet, enter details in the three types of columns to determine how your customiser works:
      • Ad content: This is the content that appears in your ad text. You can name these columns whatever you’d like. Use brackets to specify the characters or attribute type of this content, such as number, text, time of date or price. Refer to the attribute types table when finalising your ad content.
      • Duration and device: These columns determine when your ads run, which devices they show on and other preferences. Name your columns using the standard list of attributes.
      • Targeting: These columns determine what triggers your ad customiser and which campaigns and ad groups they affect. You can leave some of these columns blank if you don’t want them to affect where your customiser shows. Choose from any of these targeting attributes.

        Example

        Model (text)

        Capacity (number)

        Type (text)

        Start_price (price)

        Sale_ends (date)

        Target campaign

        Target ad group

        Target location

        Target keyword

        ProWhip 300

        5

        tilt-head

        $199 USD

        15/05/2014 20:00:00

        ProWhip campaign

        ProWhip 300 ad group

        Mountain View, CA

        Professional mixers

        ProWhip 300

        7

        bowl-lift

        $399 USD

        31/05/2014 20:00:00

        ProWhip campaign

        ProWhip X ad group

        United States

        Deluxe mixer

    2. After you’ve finished entering your column details, convert your spreadsheet into a CSV.
    3. Back in your Google Ads account, name your customiser and click Select a file from your computer and choose the spreadsheet that you've created.
    4. Click Apply.
    5. You’ll now see the new customiser in your business data. Click on the customiser to see the details that you've added.
  4. Click the Select a file from your computer option near the pencil icon Pencil icon/edit icon.
Tip
  • Make sure that the text in the 'Target campaign' and 'Target ad group' columns match exactly with names of ad groups and campaigns in your account. If they don’t match, your data won’t be uploaded.
  • It's best not to include spaces in your column header names.
  • Make sure that the column names for standard attributes and targeting attributes match the names provided.

3. Place a customiser in your ad text

Now that you’ve created your customiser, you can now customise your ads.

  1. Click Ads & assets in the left panel and select Ads. You can also create an ad in the campaign and ad group targeted by the ad customiser.
  2. Select an existing ad to edit, by clicking the pencil icon Pencil icon/edit icon.
  3. Enter a curly bracket '{' into the location in your ad text where you want a customiser to show.
  4. Select Ad customiser from the drop-down menu.
  5. Select the specific customiser that you’d like to show on this part of your ad text.
  6. This is the format for customisers in brackets: '{=Name of customiser.Name of column/attribute}'. You can select customisers from the dropdown or directly enter your customiser name and attributes in this format.
Here’s an example of what your ad might look like with all the text that will be customised highlighted in yellow:
CookieKing Stand Mixer
Ad www.example.com
15% off mixers in our Portland store. Offer ends 6/1.

4. Edit your ad customiser

You can edit your customiser details in your business data.

  1. Click the tools icon Google Ads | tools [Icon], and under 'More Tools', select Business data.
  2. Select the ad customiser that you’d like to edit. Look for 'Ad customiser data' in the 'Type' column.
  3. To edit rows, click on the cell that you’d like to update.
  4. To add new rows, click the plus button and enter details into the fields for your existing attributes
  5. To add new columns, click Settings and open the Attributes section. You can only add new targeting attributes by creating a new customiser.
  6. To schedule the addition of new attributes, click Schedules and click the New Schedule option. Select a source from the drop-down list and fill in the source URL, username and password sections. Choose a frequency from the drop-down list.
  7. Click Save

5. Specifications for customiser data

When creating or updating 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, such as <3, =>, <=, ⇐, ⇍, ->, ⇒, », :-), :), ∞, ⋇, Ξ, ****, | and so on, may lead to the disapproval of your ads.
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 the time from 9:00 a.m. to 5:00 p.m. on Mondays, then you would enter Monday, 09:00 AM - 05:00 PM. If you want to schedule the time 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 format)
End date Stops serving the feed item on this date. yyyy/mm/dd hh:mm:ss (24-hour format)
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. (for example, [flowers] for exact match). Learn more about keyword matching options
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

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