There is no great power than the power of advertising! From reaching out to the potential customers to keeping a brand relevant, advertising comes up with the ability to help businesses accomplish varied goals.

To help advertisers create ads which appeal to specific customers and manage multiple ad campaigns, Microsoft Advertising is introducing the availability of ad customizers.

Ad customizers will help reduce setup time and improve ad quality by allowing you to create hundreds of different ad variations with just one ad copy. Microsoft further explained, “Ad customizers are parameters within the ad copy which get replaced by dynamic text when the ad is displayed for the user.”

This update allows advertisers to change ads based on an array of targeting options within the feed, including, but not restricted to, location, audience lists, device, search queries, time of day and others.

As the possibilities with ad customizers are endless, you can surface any text that you like in the given format: {=FeedName.AttributeName: Default}.

Constructing An Ad Copy:

Following is an example given by Microsoft to help understand how an ad copy can be constructed:

Get {=Deals.Promo} for limited time.
Buy now for only {=Deals.Start_price}

When someone is looking for “Contoso Vacuum Seattle” or is physically based in Seattle looking for “Contoso Vacuum” they will see:
Contoso 16V Vacuum
Get 20% off in our Seattle locations for limited time.
Buy now for only $80.00
You can also add custom attributes of type “date” to your feed and use them inside countdown for increased effectiveness.

As per the announcement, for now advertisers will be able to create and manage feeds via Feed Management Tool in the UI, Google Import tool, and integration with bulk API. In the coming months, Microsoft will also provide the ability to schedule feed uploads from a URL.

If you have any further query, visit Microsoft’s help page.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.