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Improving e-commerce text ads with ad customizer data feeds

While hunting commercials are arguably the largest originate of Google promoting for e-commerce accounts, you’re missing a likelihood if you happen to ignore traditional search commercials.

Text commercials for disclose product searches serene soak up quite loads of proper estate and can wait on force extra gross sales. When I’m making interesting to write down text commercials, I treasure to search out what’s for the time being within the landscape.

You perceive what makes me in fact chuffed? Results treasure this…

Why am I chuffed with these search results? Because I know my commercials can map greater!

Peep on the first headline for every of the commercials, they’re the general linked. Nothing stands out. When everyone uses the linked key phrase for the headline, we uncover dreary commercials.

It doesn’t bear to be this vogue. We are in a position to map greater marketing to push our merchandise, and business files feeds are here to wait on.

Including merchandise to a Google feed

First, we now must uncover our product files in situation. Download the advert customizer files feed template (spreadsheet) from Google.

What you in the starting up appreciate within the template is desirous about demonstration functions. Let’s desire a search at exactly what the template appears to be treasure.

The template is a handbook, no longer a concrete format doc. The customized attributes (the column headers) also shall be up as much as now to with out reference to attributes are treasured to your online business or marketing campaign targets. Tubby advert customizer feed setup handbook also shall be found here.

For the sake of this post, I’m going to make exhaust of a truly general breakout I created in Google Sheets. Right here’s what it appears to be treasure:

I eliminated a pair of of the columns, modified a pair of of the attribute titles to what I capture them to be known as and additionally added new columns no longer in the starting up integrated within the template.

Right here’s a breakdown of what I integrated:

  • Model — Title of shoe mannequin.
  • Stock — How many are for the time being in inventory.
  • Amount sold within the final 7 days — We’ll appreciate later why I wish to retain note of this number.
  • Commence up impress — Value sooner than a sale.
  • Sale impress — Value after discounts are applied.
  • P.c off — I’m ethical utilizing a formula to calculate the charge commerce share.
  • Aim marketing campaign — Not a essential column. Only wanted if you happen to must clarify to which marketing campaign(s) this advert customizer could bear to serene apply.
  • Aim advert team — Correct treasure the “Aim marketing campaign” column. Only wanted if you happen to must clarify to which advert team(s) this advert customizer could bear to serene apply.

Scheduling feeds

While you bear product files repeatedly altering, AdWords has the retort.

For americans that’re reviewing your files feed, you possible can prefer out to add a schedule. You’ll want to possible grab when to inform AdWords to bulk-add the general new files for this files feed via file switch protocol (FTP), accurate file switch protocol (SFTP), hypertext switch protocol (HTTP),  hypertext switch protocol with accurate sockets layer (HTTPS) or Google Sheets, which I bear chosen.

Schedules also shall be space for every 24 hours as much as the first day of every month. Now that our product files is kept all in a single situation, we can exhaust this advert customizer feed to begin developing some irregular text commercials the competition is no longer going to bear the flexibility to with out misfortune replicate.

Manufacture new commercials utilizing new possibilities

Let’s head help over to the main AdWords interface and place a text advert.

Referencing the up as much as now advert customizer feed I historical above, I’m developing an advert for the “Chilly Shoe 2” advert team within the Males’s Sneakers marketing campaign.

Every time we want to name an advert customizer in our text commercials, we now must make exhaust of a curly bracket or ‘ { ‘ to uncover the ball rolling.

  1. Steal out which advert customizer choice you want.
  2. Steal out which feed you shall be referencing.
  3. Steal out the attribute from the feed you’ll want to reference to your advert.

For a paunchy example, let’s mumble I needed to place an advert that dynamically pulled within the shoe mannequin, sale impress and share off. Right here’s what the headline text would undercover agent treasure when developing the advert in AdWords.

Headline 1: {=Chilly Shoes Product Checklist.Model} handiest {=Chilly Shoes Product Checklist.SalePrice}

Headline 2: Keep {=Chilly Shoes Product Checklist.PercentOff} Only at ShoeStore.com

You’ll want to possible appreciate the attributes I’m referencing within the advert copy are all from my preliminary Google Sheets advert customizer feed I saved in AdWords. Now let’s appreciate what the particular advert would undercover agent treasure. Right here’s the final preview:

No extra key phrase-handiest headlines. We’re utilizing our bear product files to serve up commercials no other company can replicate. Because the prices, gross sales and so forth commerce within the feed, so will the content of the general commercials referencing the feed.

Mediate the general product attributes you possible can reference to your commercials to name out benefits, gross sales, or even aspects your target target market will care about. While you’d treasure a pair of concepts of different ways you possible can exhaust advert customizers, let’s roam over a pair of alternate choices you’ve got got in concepts utilizing.

Build urgency

By pulling in my inventory numbers, I’m in a position to impress doable possibilities that the shoe they had been shopping for could possible no longer be around for loads longer as a consequence of we handiest bear a cramped inventory left. That is wretchedness of missing out (FOMO) at its most attention-grabbing.

Build social proof

“Every person else is shopping these sneakers, so that they would bear to serene be ethical!” And likewise you thought detect stress stopped after high college. Let your most modern transaction history wait on force extra gross sales by showcasing belief in a product americans bear already bought.

Frame your best prices

It’s very general for prices to commerce in a rapid-paced retail world. Let the particular person know the procedure much the charge has dropped with out having to substitute your commercials.

Also, appreciate how I added the countdown customizer to the advert to incorporate some additional urgency?

Isn’t it time we obtained rid of dreary commercials?

I’ll admit it’s arduous for me normally to present up essentially the most important phrase-focused advert copy. It’s been ingrained in my brain since I first started in pay-per-click (PPC).

But that line of thinking is behind for an substitute. No extra key phrase-stuffed advert copy. We are in a position to serene be linked to the customers’ search queries while serene level of interest on marketing first.

Are attempting discovering out out new commercials utilizing advert customizers, the general arduous work is up entrance. Your commercials shall be robotically up as much as now as you substitute your feeds.

As you birth discovering out these new commercials, you possible can shift your level of interest to crafting a payment-basically based mostly marketing message for doable possibilities that can in fact force gross sales.


Desire to hear extra in-depth SEM tactics treasure this from Joe?  Be a half of him and other speakers at our SMX Evolved convention in Seattle, the build top business experts will share their pointers, tactics and systems on these issues and extra:


Opinions expressed listed here are these of the guest creator and no longer essentially Search Engine Land. Workers authors are listed here.


About The Author

Joe Martinez is the Director of Paid Media and Community for Granular in Milwaukee, Wisconsin. He’s additionally the brand new and founding President of MKEsearch. His level of interest on marketing psychology and particular person journey helps his customers map tale growths and lifelong possibilities. While he’s palms-on in all aspects of PPC, his exact passions lie in Value, Remarketing, and YouTube

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