Include Google Ads ad customisers in ad copy

Ad customisers are parameters in your Google Ads ad copy that are replaced by dynamic text when an ad is served.

Example

You can include the {=Mixers.Brand} custom parameter in your ad copy. If you upload a spreadsheet that defines a value for Mixers.Brand, Google Ads substitutes the value when it serves the ad.

You can also include a countdown function to show the number of days remaining in a special promotion or sale.

Example

You add the following function to an ad:

{=COUNTDOWN("2015/01/15 18:00:00")}

 

If the ad is served on 15/1/2015 at 16:00, the function outputs 2 hours because 2 hours remain until the time and date specified in the function.

When you create ads in the new Search Ads 360, you can include ad customisers in your ad copy.

You need to add customiser data within Google Ads. It is recommended that you include an expanded text ad within the same ad group as any ads with customisers. If custom data is missing or invalid, Google Ads serves the standard ad instead of the customiser ad.

Ready to get started?

1. Create ad customiser data in Google Ads.
2. Include customisers when you create a Google Ads ad in Search Ads 360.

The new Search Ads 360 displays engine metrics for customiser ads just like standard and expanded text ads. You can look up the performance of individual customisers from Google Ads.