About ad customizer feeds

About ad customizer feeds

Let your ads adapt to their audience based on dynamic parameters you can set with ad customizer feeds.

With ad customizers, your ads can dynamically update themselves to appeal to specific customers. All it takes is uploading an ad customizer feed that tells us what information you want to insert into your ads under which circumstances.

Why use ad customizer feeds?

Save time. Transform a single text ad into hundreds of variations without having to manually update the ad.

More relevant ads. Customize ads based on what customers are searching for, when they're searching for it, where they are, what device they're using, and more.

Better results. See higher click-through and conversion rates.

Tip: Leverage other dynamic text, number, price, and date/time fields in the ad copy with dynamic text parameters.

How ad customizer feeds work

An ad customizer feed is a spreadsheet. In this spreadsheet, each column is an attribute that tells Microsoft Advertising one of two things:

Attribute type What it tells Microsoft Advertising
Custom attribute What information about your products or services you want to insert into your ads
Targeting attribute Under what conditions each piece of information should be inserted into your ads
Standard attribute
About custom attributes expando image

You can define custom attributes to insert any kind of information you like into your ads. Each custom attribute will need a unique name, followed by the attribute type in parentheses.

There are four different types of custom attributes you can use:

Custom attribute type For example Column header must appear like this Accepted values
Text Product names, product categories, descriptions Name (text) (for example, "Shoes (text)") Any letters, numbers, or symbols
Number Inventory count, number of colors available Name (number) (for example, "Colors (number)") Any whole number
Price Product cost, sale discount Name (price) (for example, "Base_Price (price)") Any number (including decimals) and valid currency characters
Date Event start time, last day of a sale Name (date) (for example, "Sale_Date (date)") yyyy/mm/dd hh:mm:ss (24-hour time; the hh:mm:ss is optional)

Note

You cannot give a custom attribute the same name as any standard attribute: Device preference, Scheduling, Start date, End date, or Custom ID.

About targeting attributes expando image

Whereas custom attributes tell us what to insert into your ads, targeting attributes tell us when to insert that information. There are six different types of targeting attributes:

Targeting attribute type Column header must appear like this Accepted values Note
Target keyword Target keyword Enter the keyword with your desired match-type syntax:
  • Broad match: keyword
  • Broad match modifier: +keyword
  • Phrase match: "keyword"
  • Exact match: [keyword]
You can target keywords either with this attribute or with the Target keyword text and Target keyword match type attributes in conjunction.
Target keyword text Target keyword text The keyword you want to target (without match type punctuation formatting). This attribute can only be used in conjunction with the Target keyword match type attribute.
Target keyword match type Target keyword match type "Broad", "Phrase", or "Exact" This attribute can only be used in conjunction with the Target keyword text attribute.
Target ad group Target ad group Existing ad group name To target by ad group, you need to use both Target ad group and Target campaign attributes.
Target campaign Target campaign Existing campaign name
Target location Target location Name of location (English only)
  • Location names can be entered in any of the following formats:
    • Miami, FL
    • Miami,Florida,United States
    • Miami | Florida | United States
  • If you want to target only people physically in a location, you will need to use the Target location restriction attribute as well.
Target location ID Target location ID A numeric Microsoft Advertising geographical location code.
  • How to download the geographical location code file.
  • If you are using this attribute, do not also use the Target location attribute.
  • If you want to target only people physically in a location, you will need to use the Target location restriction attribute as well.
Target location restriction Target location restriction "Physical location" or empty This attribute can only be used in conjunction with the Target location or Target location ID attribute.
Target audience ID Target audience ID Existing Microsoft Advertising audience ID (for any audience type supported by Microsoft Advertising)
About standard attributes expando image

Standard attributes are advanced targeting configurations:

Standard attribute type Column header must appear like this Accepted values Note
Device preference Device preference "mobile" or "all"
Scheduling Scheduling "[day of the week] - [day of the week]" or "[day of the week], [start time] - [end time]"

Day of the week = "Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday", or "Sunday"

Start/end time = yyyy/mm/dd hh:mm:ss (24-hour time)
If you wanted to schedule from 9:00 AM to 5:00 PM on Mondays, for example, you would enter "Monday, 09:00:00 - 17:00:00".

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, 09:00:00 - 17:00:00; Tuesday, 09:00:00 - 17:00:00".

For start/end times, you can omit the hh:mm:ss part to set the time as midnight at the beginning of the day.
Start date Start date yyyy/mm/dd hh:mm:ss (24-hour time) You can omit the hh:mm:ss part to set the start time as midnight at the beginning of the day.
End date End date yyyy/mm/dd hh:mm:ss (24-hour time) You can omit the hh:mm:ss part to set the end time as midnight at the beginning of the day.
Custom ID Custom ID Any combination of letters and numerals Use this attribute to create your own identifying IDs for feed items. If used, a feed item will have two IDs: a Custom ID and an Item ID (which is automatically assigned by Microsoft Advertising).

Examples of ad customizers in action

In these examples, let's say you sell sunglasses.

Ad customizers appear in Microsoft Advertising in the following syntax: {=FeedName.Attribute}. So, if your feed name is "Sunglasses" and your attribute name is "Type", the syntax will be {=Sunglasses.Type}.

Target by keyword expando image

Let's say you you want to highlight specific sunglasses features, depending on what a customer searches for. You might have a row of your ad customizer feed look like this:

Target keyword Product (text) Materials_Lightweight (text) Description_Lightweight (text) Finishes (number) StartPrice (price)
lightweight sunglasses Contoso 900 titanium or acetate Stylish, lightweight shades 8 $24.99

Then...

If you set up your ad like this in Microsoft Advertising... ...it could look like this for customers who searched for "lightweight sunglasses"
The latest {=Sunglasses.Product}s
In {=Sunglasses.Materials_Lightweight}
www.contoso.com/deals
{=Sunglasses.Description_Lightweight} in {=Sunglasses.Finishes} finishes. Starting at only {=Sunglasses.StartPrice}!
Bing Ad matching this setup
Target by campaign or ad group expando image

OK, now let's say your ad campaign has a different ad group for each brand of sunglasses you sell. You've found that customers who search for a specific series of a brand of sunglasses often end up purchasing a different series. So you want to highlight your series options within your brand's ad group. You might have a row of your ad customizer feed look like this:

Target campaign Target ad group Brand (text) Series (number) StartPrice (price)
Sunglasses Contoso 900 Contoso 9 $24.99

Then...

If you set up your ad like this in Microsoft Advertising... ...it could look like this for customers who searched for "contoso 900"
{=Sunglasses.Brand} brand sunglasses
{=Sunglasses.Series} series to choose from
www.contoso.com
Browse our wide selection! Prices as low as {=Sunglasses.StartPrice}
Bing Ad matching this setup
Target by location expando image

Uh-oh! It was a cloudy summer in Portland, and now your Portland store has way too many Contoso brand sunglasses. Time for a big sale to move that particular store's inventory. You might have a row of your ad customizer feed look like this:

Target location Brand (text) BlowoutSale_1 (text) BlowoutSale_2 (text)
Portland, Oregon Contoso Up to 70% off at our Pearl District store. 40% off Contoso 800s!

Then...

If you set up your ad like this in Microsoft Advertising... ...it could look like this for customers who searched for "contoso portland"
{=Sunglasses.Brand} sunglasses
Blowout Sale!
www.contoso.com/BlowoutSale
{=Sunglasses.BlowoutSale_1} {=Sunglasses.BlowoutSale_2}
Bing Ad matching this setup
Target by audience expando image

Now let's say you have a remarketing list of customers who looked at a specific type of sunglasses on your website. You might have a row of your ad customizer feed look like this:

Type (text) Product (text) Discount (text) Colors (number) Target audience ID
Polarized Contoso 800 25% off 12 12345678

Then...

If you set up your ad like this in Microsoft Advertising... ...it could look like this for customers who were in this remarketing list
{=Sunglasses.Type} sunglasses on sale
{=Sunglasses.Product} series
www.contoso.com/{=Sunglasses.Type}/OnSale
{=Sunglasses.Discount} if you order today! Lenses come in {=Sunglasses.Colors} different colors.
Bing Ad matching this setup
Use ad customizers within countdowns expando image

If you were having a sunglasses sale for a limited time, you could combine the power of ad customizers and countdowns. You might have a row of your ad customizer feed look like this:

Product (text) Promo (text) End_by (date) StartPrice (price)
Contoso 700 30% off with free shipping 2019/08/14 23:59:59 $30

Then...

If you set up your ad like this in Microsoft Advertising... ...it could look like this for customers who searched for "contoso sunglasses" on August 12, 2019
{=Sunglasses.Product}s
Get {=Sunglasses.Promo}
www.contoso.com/SummerSale
Offer ends in {=COUNTDOWN(Sunglasses.End_by)}. Buy now as low as {=Sunglasses.StartPrice}
Bing Ad matching this setup

Layout of an ad customizer feed

An ad customizer feed is a spreadsheet. The columns of the spreadsheet are feed attributes, and each one must have its name (as detailed in the previous "How ad customizer feeds work" section) in the header row. Each row after the header row is a feed item, a combination of custom attributes (telling Microsoft Advertising what information to insert into your ads) and targeting and/or standard attributes (telling Microsoft Advertising under what circumstances to insert this information).

An attribute

Illustration of an ad customizer feed

Attribute names

A feed item

Note

For details on uploading and managing ad customizer feeds, take a look at Setting up and managing feeds.


Adding ad customizers to Expanded Text Ads

You can add ad customizers to any Expanded Text Ad field except the final URL.

  1. When creating or editing an Expanded Text Ad, enter a left curly bracket ( { ) where you want the ad customizer to appear.
  2. In the resulting drop-down menu, select Ad customizer.
  3. In the resulting drop-down menu, select the appropriate ad customizer feed.
  4. In the resulting drop-down menu, select the appropriate custom attribute from that feed.
  5. Default text is optional. If you want your ad to appear even if the circumstances defined by the feed's targeting and/or standard attributes are not met, enter a word, phrase, or number to appear instead of the custom attribute value. Note: If a single ad customizer in an ad has default text defined, every other ad customizer in the same ad must also have default text defined.
  6. Click Set.
Note

The ad customizer will appear in Microsoft Advertising in the following syntax: {=FeedName.Attribute:DefaultText}. So, if your feed name is "Accessories", your attribute name is "Type", and your default text is "sunglasses", the syntax will be {=Accessories.Type:sunglasses}.

How to add ad customizer feeds to ad text manually expando image

You can also add an ad customizer feed to ad text manually, either by typing directly in the Create ad input boxes, by using a bulk upload spreadsheet, or by using Microsoft Advertising Editor.

To make sure you enter it correctly, let's look at the components of an ad customizer feed's syntax:

{=FeedName.Attribute:DefaultText}

Component What you need to know
{ ... } Mandatory. The entire ad customizer syntax must be within a pair of braces (also called curly brackets).
=FeedName Mandatory. An equals symbol immediately followed by the name you gave your ad customizer feed.
.Attribute Mandatory. A period immediately followed by the name you gave your custom attribute.
:DefaultText Optional. If you want your ad to appear even if the circumstances defined by the feed's targeting and/or standard attributes are not met, enter a colon immediately followed by a word, phrase, or number to appear instead of the custom attribute value. Note: If a single ad customizer in an ad has default text defined, every other ad customizer in the same ad must also have default text defined.

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