Google Ad Customizers Now Include Dynamic Countdown Widget
Many people have noticed Google text ads containing countdown timers. Dont worry, it isnt a ticking time bomb, as Google is only trying to make it easier for AdWords advertisers to add countdowns to their ads without having to type variable strings.
Google introduced a new countdown widget as part of the ad customizers feature.
Figure 1 (Source: Google Inside AdWords)
As Figure 1 above shows, typing the code {= into any line of ad text in the Ads tab will bring up the countdown widget that users can customize to their needs. The countdown can be set right down to the minutes, hours, and days. In order to avoid any confusion with the countdown numbers, there is the option to set the timer according to the accounts own time zone, or by default, the ad viewers own time zone.
Debuting back in September 2014, Googles ad customizers is designed to generate extremely relevant and timely ads. Advertisers simply need to provide important business details like product, price, and timing on promotions, and indicate which campaigns, ad groups, or keywords theyre relevant for via a spreadsheet. This information will then go into the new Business data section of the Shared Library in AdWords.
During the ad creation process, advertisers will use customizers to indicate the information from the spreadsheet that should be inserted into the ads. AdWords will dynamically take the product information that is most relevant to what each customer is searching for and insert it into [the] ad text. This saves you time, and lets you deliver a powerful, customized ad experience to each of your customers, every time.
Some major companies have seen satisfactory results after using ad customizers. Extra Space Storage credits ad customizers with helping them increase their CTR by 113% after they used the feature to insert their daily inventory details.
Although Google initially encouraged the countdown widget to be used during the holiday shopping season last year, it definitely can be used all year round. Advertisers can use ad customizers to dynamically showcase daily discounts or promotions, display the most up-to-date inventory of products, or announce the number of flights left on a particular day. Clearly, there are many practical and creative uses for this new feature.
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