Microsoft Advertising yesterday opened up the ad customizers for all our customers globally. Ad customizers enable publishers to create hundreds of different ad variations with just one ad copy.
Microsoft says that ad customizers help advertisers to save time and resources on ad creation.
Ad customizers are parameters within the ad copy which get replaced by dynamic text when the ad is displayed for the user. The text values are provided in the feed file and they are selected based on the targeting defined in the feed. The parameters in the ad copy follow the format: {=FeedName.AttributeName: Default}. If the feed name is “Deals” and you want to reference the custom attribute “Product (text)”, the parameter would be {=Deals.Product}
According to Microsoft, advertisers can change ads based on an array of targeting options within the feed, including location, audience lists, device, search queries, time of day and others.
Advertisers can create and manage feeds via Feed Management Tool in the UI, Google Import tool, and integration with Microsoft’s bulk API. In the coming months, Microsoft says that will also provide the ability to schedule feed uploads from a URL.