How are ads targeted

Ad Customizations (3): Ad Customization Data

Ad customization data is structured text data that is uploaded to AdWords. For the recipes of some salads, for example, it could look like Figure 01.


Fig.01: Display customization data

The table must answer two questions: What do you want to include in the ad? And: When should something be added to the ad?

"When" answers the column "target keyword" in the example: if one of the keywords listed triggers an advertisement. Google speaks of "when" as registration. Alignments are possible according to keywords (with and without consideration of the match types), keyword options, ad groups, campaigns, target regions, time or device.

The columns “target campaign” and “target ad group” are optional in the example. It is enough to use a single targeting option - here just "target keyword". These columns would no longer be optional if you have stored the same keywords several times in the account and if these keywords are to use different attributes: for example in the »Recipes« campaign aimed at Germany and in a »Rezepte-AT« campaign aimed at Austria.

All conditions are linked with "and". If you use "target campaign" and "target ad group", you must have already opened the relevant campaign and ad group in your account - otherwise the upload will not work. The keywords specified under “target keyword”, however, do not have to be stored.

"What" is inserted is determined by the attributes - in the table columns A to C: "Description (text)", "Number (number)" and "Properties (text)". If you can assign the name of the column yourself, the attribute types are predefined. In addition to "text" and "number", "price" and "date" as well as "countdowns" are possible.

You can, of course, determine how they are used yourself. A "text" can be a product name or an entire line of ad, a "number" a stock or a weight, a "price" the actual price or the discount. Depending on the message you want to communicate, this gives you numerous options.

The display must now indicate where which attribute is to be displayed. This is done with parameters in the following form: {= Name of the table.Attribute}.

So if the table is called “Recipes”, an individualized display could look like in Figure 02.


Fig.02: Create display with parameters

If the keyword [potato salad] triggers the placement of an ad, the attributes of the associated line are inserted in the appropriate places - and the ad is displayed as shown in Figure 03.


Fig.03: Displayed display

How is ad customization data created?

The template for the table file and all the specifications for the display adjustments can be found at https://support.google.com/adwords/answer/6093368?hl=de. Since changes are definitely possible here, it is advisable to always refer to the AdWords Help Center in order to meet the applicable requirements.

Your created table file must not currently be larger than 50MB. If the template is a CSV file, TSV, XLS and XLSX are also supported formats.

You upload your file in the Shared library in the area Business data high. To do this, click the red button + File and select the option Adjustment dates (see Figure 04).


Figure 04: Screen customization data in the shared library

On the following page you first assign the Names, to which you then have to reference in the display. With search file select the file and finally load it with Upload and preview high. If the preview does not give you any error messages, use the button Apply changes continue, thereby completing the upload and proceeding to the detailed view (see Figure 05).


Fig.05: Display customization data detail view

Now is the time to create your ads. Using the guided method, i.e. by inserting the curved brackets, you will now also see your recently uploaded table file "Recipes" in the familiar dropdown as an additional option. If you select this, you will receive the attributes of your table for selection (see Figure 06).


Fig.06: Ad Customization Data - Attributes

After you have created and saved the rest of your ad, it will be shown to you as a variant as usual.


Fig.7: Display variant with display adaptation

Please note: It is necessary to always create at least one ad variant per ad group without adjustments. This is used, for example, when no alignment is effective.

All ad customizations go through an approval process like your ads. If the approval is given and the adjustments go online, you will receive separate performance data for all elements. You can call them at Shared library from.

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