When putting together a Google Adwords campaign, we are always looking for ways to maximize ad dollars. Running a branded campaign can sometimes feel like we are duplicating our efforts, especially if the website is already optimized for organic search. If the website performs well organically, one way that we can increase the value of a branded campaign is by focusing on providing high-quality customer experiences through Ad Customizers.
Here’s the premise: If your site ranks above the fold organically, and your customers are searching for you by name, you can usually (but not in all cases) assume that the person searching is familiar with your brand. You can therefore safely swap out a generic branded ad in favor of product/service or sale-specific ads. Here are a couple of ways that you can do this using Ad Customizers.
Event or Schedule Promotions
If you have a schedule of events (or a similar schedule), you can upload a data sheet with info for each event (dates, prices, special guest, etc.) and let Google update your ads in real time based on the parameters that you define.
Say, for example, that you’re running branded ads for a well-known music venue called “The Redbird Venue.” It’s safe to assume that someone searching for your brand name would be interested in the upcoming weekend’s concert and prices. Therefore, it makes sense to serve ads that display useful schedule information instead of a generic branded ad. All you have to do is upload the schedule as a data sheet, create an ad with your desired parameters (here’s a tutorial on how to do that) and let Google update the ad in real-time. An example of this process is below:
Sales and Promotion Schedules
Now imagine that you’re running ads for a specialty retailer called “Falcon Punch.” You can assume that someone who is searching for you by name might be interested in seeing what specials you are running and when those specials end. If you have sales that change frequently, upload the sales schedule, build your ad and let Google do all the hard work! Here’s how one of those might look:
These two examples only scratch the surface of the power of Ad Customizers. For more examples of how you can use them, take a look at our post on how to “Pimp Your Ads.”
Have you used branded campaigns and Ad Customizers together? If so, tell us about it in the comments below!