Microsoft Ads Ad Customizers

Key Takeaways

we already have a video about Google ads add customizers you can check that one out here but Microsoft ads also has ad customizers so we thought it'd make a great video here we will show you where you can set up ad customizers within Microsoft ads and then how to apply them to your actual ad copy couple things before we get started one yes there's a red bar up top this is our demo account we don't use it so try to ignore it second when I'm going through the ad customizer attribute setup I'm going to hop between two tabs once we can walk through the setup and then we're going to immediately go through add examples so we can immediately see examples of what we're setting up so I will be hopping back and forth a little bit but the ad customizer attribute section lives within business data to find that first we need to go to tools you can type in business data or you can scroll down there we see under import and other bulk actions business data right now we are in ad customizer attributes this is one way where you can manually start setting up ad customizers within Microsoft ad ads so to start manually creating attributes just click on ADD attribute and first I want you to focus on the data type because there are only four options text number price and percent I'll go through two of these cuz you'll pretty much understand what they could do uh first let's start with number and then I'm going to name my attribute just going to make up a number here and then I'm going to click save I honestly don't know how many characters we get while naming the attribute but if you're creating a lot of these you probably want to make it as descriptive as possible so it makes makes it easier to find when you're attaching it to ads now speaking of let's hop into an ad one thing I should mention before we even get started is that just like Google we cannot edit or create new expanded text ads within Microsoft so if you want to use ad customizers and you haven't done so yet you'll have to use them in responsive search ads but you can also use them in Microsoft's multimedia ads if you're not sure what those are I already have a video about them you could check it out here but right now I'm just going to focus on a couple headlines using these ad cust customizers the number ad customizer I just created was focusing on the total number of whatever product was sold so maybe to try to build some social proof in your ads you might want to create a headline like this maybe saying over x amount sold try to encourage people to be like hey everyone else likes it you should buy it too so I have over and then to start calling your ad customizers use an open curly brace here we want add customizer then select the attribute there's our number default text is optional if there was no value associated with the attribute but I know I have it so I'm going to mark it as set and look at total amount sold was the attribute there's the 400 that I put in maybe something like that so why is this valuable well clearly it builds urgency it shows some social proof but one of the benefits is this number can change depending on what I have the attributes set as hopefully I'm selling more so I can always go back within the attribute and edit the value 500 if I save it go back to the ad I'm going to copy this because I'm going to have to refresh the page okay refreshed just pasting in the same headline now it says 500 because I updated the attribute value okay that's one option let's look at another idea going to add another attribute let's see how long I can make this name okay not too bad doesn't look like they're cutting me off at all make this one a little bit more descriptive data type let's choose percent and adding in a number here I'm going to save it notice that it entered the percent symbol for me but now we have a good description being really proactive here when Black Friday arrives in 2025 I already know all of my shoes are going to be 40% off all right let's see how this looks in an ad coming back down all shoes are add a space going to move my mouse out of the way a little bit opening curly brace add customizer select the attribute again I don't need default text fill in the rest of my headline and there you go now this is a pretty concrete statement like okay Joe if you know you're going to have it 40% off you can just add it to your ad text yes but maybe I want to change the name of it and just call it Black Friday shoe sale so then the following year I can use the same ad copy possibly the percentage will change and then I don't have to recreate all of my headlines in wherever I'm using this attribute okay maybe one more let's choose price stick into 400 again let's pretend Michelle and I are putting our course on sale and we do do it every once in a while so keep looking now I totally forgot notice how it didn't automatically add the currency logo you do have to enter this one yourself yep see even Microsoft tells me okay that's the price now we can go back and look at it in a headline coming back down opening curly brace add customizer there we see our course sale price click set and letting people know that the discount is only for a limited time remember as I said Michelle and I do run the course at a discount every so often but the discount is different depending on the time of year how generous we're feeling so again instead of creating new headlines we would only have to go into the ad customizer attribute just change the number and then it saves us a ton of time without having to go and either create whole new ads or update our headlines this is important because as of yet Microsoft doesn't have the headline or description asset like Google has and even so the headline and description assets in Google really don't get a ton of Impressions versus creating a whole new ad this is a good chance for us to leave headlines running keep them Evergreen if it makes sense we understand sales aren't available all the time but we don't have to worry about history by having to recreate things all the time if we could just use the same headlines in the same ads but have ad customizers change some of the content in them in case you were wondering if I go down to descriptions I can use all the same attributes in descriptions as well so if you don't think you'd use customizers a lot or you just have a small account small amount of products you don't run sales a ton manually creating the attributes is very easy and probably your best bet however if you're a massive store tons of products tons of product categories you're running sales all the time every week manually creating and editing might be a pain in the butt well there's a separate option you can bulk upload a variety of AD customizer attributes and customize them much more than what we can do here first click on the blue upload button and then click on Sample file to get the template this file will automatically download to your device it won't take you to a page there it is let's open it up and I'm going to highlight all of this here let's see if I can make it bigger ignore the first two rows you can delete them if you want through anything with the pound sign is ignored when you upload it it's more for directional purposes but here's where you can get very customized what I did earlier manually you technically can use any of those ad customizer attributes in any AD throughout the entire account any responsive search ad or multimedia ad I should say but here with this template you can create customized maybe for only certain campaigns you can let Microsoft know I only want to use this for specific ad groups or get extremely deep and have ad customizers only work when an ad shows for a certain keyword within an ad group you can argue about a much more precise campaign structure I get that but sometimes it just comes down to time and volume where these keywords would be lumped together and if you look at it maybe the inventory and the total count is different Corner sectionals might be 25% off off leather sectionals are 15% off a general discount ad customizer that you would manually create would not be able to cover the differences between them even the costs are different if you don't care about breaking it down by keyword then you don't have to include anything within the keyword column same thing with campaign if all living room furniture let's say that's the name of this whole campaign if all the furniture is the same percent off then you don't need to break it down by add group keyword whatever but if the prices are different depending on how you've built your campaigns and how they're structured this type of template and feed setup might be beneficial to you let's see if they let me upload this one browse add in your template after you've uploaded to your business of course it's smart to preview but I'm never going to use this so I'm just going to upload and apply we have some new attributes here I could check the upload history I know what the errors are it's because I don't have any campaigns or ad groups that are within the feed that makes it fun I actually am going to have to edit this to fit our account let's pause so I can fix it and jump right back in right back in here deleted all the old ones we're going to upload again it's going to be the same come over to browse it's going to be the same file I just upload it for our account and there we see successful I added a bunch of other stuff here and with one file upload I can add in a ton of other stuff I know some of it is just weird examples doesn't fit just showing you what you can do now if you wanted to see what my feed looked like this is what I had set up variety of the attribute this will be the name that when you're searching for the ad custom cizer within your headlines or descriptions this is what we name it the type this you cannot customize leave the type as is put in the value for it has to match the data type and in this case to keep it simple I wasn't tying it in a campaign ad group or keywords since we pretty much have nothing running it'll just error out for me but just fill in this template with a bunch of other stuff don't change the first row of the column names leave those as is but once you have that filled in just upload it you need to make simple edits you can edit here going to click done for now or you can look at uploading a separate feed if you need to make any massive bulk changes with the clients Michelle and I have we really don't have any Mass Ecom stores that we work with that really need to use such huge data uploads like this so it's easy enough for us to just create our own or use a simple feed like I did have a couple examples at a time that we could use it can make future editing a lot easier and it gives us more options to test different messages that you may not normally get without an ad customizer but if you have any other questions on how to set these up or looking for ideas on how to use them and copy within your Microsoft ads account let us know in the comments thanks for watching our video we really appreciate it if you liked it give us a thumbs up below if you really liked it maybe think about subscribing to the paid media Pros YouTube channel and you'll get alerted every time a new video drops if you really really liked it you can help support the channel by checking out some of the t-shirts that we're wearing on our merch shelf as well as looking at the super thanks button