Ad customizers have been in Google Ads for a while now, but now, advertisers can use them in their Microsoft Advertising campaigns too. Microsoft Advertising announced Wednesday that ad customizers are now available to all advertisers globally.

Using ad customizer lets you dynamically retailer your ad copy based on attributes defined in a feed. With ad customizers, you can deliver ads that are more relevant to the query without needing to build out countless of variations.

Microsoft Advertising allows you to apply ad customizers by audience, in addition to keyword, ad group, campaign or ad group, which is something Google doesn’t allow advertisers to do.

As with Google, you can use the “date” attribute in your feed to show offer countdowns in your ads. For example, an ad structured like this:

{=Deals.Product}
www.contoso.com
Get {=Deals.Promo} – offer ends in {=COUNTDOWN(Deals.Ends_by)}.
Buy now for only {=Deals.Start_price}

Could render like this:

Contoso 16V Vacuum
www.contoso.com
Get 30% off with free shipping – offer ends in 2 days.
Buy now for only $70.00

Users are able to use them in any part of an expanded text ad except the URL.

If you’re already using ad customizers in Google Ads, the Google Import tool will work to import those feeds and ads into your Microsoft Advertising account.

According to Google, with the Google Import tool, you can create and manage the feeds with the Feed Management tool in the Microsoft Advertising UI (Shared Library > Business Data) or via a bulk API integration. You’ll be able to schedule feed uploads from a URL soon.

See the Microsoft Advertising help page to get started with ad customizer feeds.

SourceGinny Marvin