About ad customizer feeds

About ad customizer feeds

Let your ads adapt to their audience based on dynamic parameters you can set with ad customizer feeds.
Important

Not everyone has this feature yet. If you don't, don't worry — it's coming soon!

With ad customizers, your ads can dynamically update themselves to appeal to specific customers. All it takes is uploading an ad customizer feed that tells us what information you want to insert into your ads under which circumstances.

Why use ad customizer feeds?

Save time. Transform a single text ad into hundreds of variations without having to manually update the ad.

More relevant ads. Customize ads based on what customers are searching for, when they're searching for it, where they are, what device they're using, and more.

Better results. See higher click-through and conversion rates.

How ad customizer feeds work

An ad customizer feed is a spreadsheet. In this spreadsheet, each column is an attribute that tells Bing Ads one of two things:

Attribute type What it tells Bing Ads
Custom attribute What information about your products or services you want to insert into your ads
Targeting attribute Under what conditions each piece of information should be inserted into your ads
Standard attribute
About custom attributes expando image

You can define custom attributes to insert any kind of information you like into your ads. Each custom attribute will need a unique name, followed by the attribute type in parentheses.

There are four different types of custom attributes you can use:

Custom attribute type For example Column header must appear like this Accepted values
Text Product names, product categories, descriptions Name (text) (for example, "Shoes (text)") Any letters, numbers, or symbols
Number Inventory count, number of colors available Name (number) (for example, "Colors (number)") Any whole number
Price Product cost, sale discount Name (price) (for example, "Base_Price (price)") Any number (including decimals) and valid currency characters
Date Event start time, last day of a sale Name (date) (for example, "Sale_Date (date)") yyyy/mm/dd hh:mm:ss (24-hour time; the hh:mm:ss is optional)
About targeting attributes expando image

Whereas custom attributes tell us what to insert into your ads, targeting attributes tell us when to insert that information. There are six different types of targeting attributes:

Targeting attribute type Column header must appear like this Accepted values Note
Target keyword Target keyword Enter the keyword with your desired match-type syntax:
  • Broad match: keyword
  • Broad match modifier: +keyword
  • Phrase match: "keyword"
  • Exact match: [keyword]
Target ad group Target ad group Existing ad group name To target by ad group, you need to use both Target ad group and Target campaign attributes.
Target campaign Target campaign Existing campaign name
Target location Target location Name of location (English only) Location names can be entered in any of the following formats:
  • Miami, FL
  • Miami,Florida,United States
  • Miami | Florida | United States

If you want to target only people physically in a location, you will need to use the Target location restriction attribute as well.

Target location restriction Target location restriction "Physical location" or empty This attribute can only be used in conjunction with the Location restriction attribute.
Target audience ID Target audience ID Existing Bing Ads audience ID Audience IDs can be found under Shared Library > Audiences.
About standard attributes expando image

Standard attributes are advanced targeting configurations:

Standard attribute type Column header must appear like this Accepted values Note
Device preference Device preference "mobile" or "all"
Scheduling Scheduling "[day of the week] - [day of the week]" or "[day of the week], [start time] - [end time]"

Day of the week = "Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday", or "Sunday"

Start/end time = yyyy/mm/dd hh:mm:ss (24-hour time)
If you wanted to schedule from 9:00 AM to 5:00 PM on Mondays, for example, you would enter "Monday, 09:00:00 - 17:00:00".

If you want to schedule for multiple days, separate your days with a semicolon. For example, you could schedule for both Monday and Tuesday using "Monday, 09:00:00 - 17:00:00; Tuesday, 09:00:00 - 17:00:00".

For start/end times, you can omit the hh:mm:ss part to set the time as midnight at the beginning of the day.
Start date Start date yyyy/mm/dd hh:mm:ss (24-hour time) You can omit the hh:mm:ss part to set the start time as midnight at the beginning of the day.
End date End date yyyy/mm/dd hh:mm:ss (24-hour time) You can omit the hh:mm:ss part to set the end time as midnight at the beginning of the day.
Examples of ad customizers in action expando image
Note

In these examples, keep in mind that ad customizers appear in Bing Ads in the following syntax: {=FeedName.Attribute}. So, if your feed name is "Sunglasses" and your attribute name is "Type", the syntax will be {=Sunglasses.Type}.

Target by keyword

Let's say you sell sunglasses and you want to highlight specific features, depending on what a customer searches for. You might have a row of your ad customizer feed look like this:

Target keyword Product (text) Materials_Lightweight (text) Description_Lightweight (text) Finishes (number) StartPrice (price)
lightweight sunglasses Contoso 900 titanium or acetate Stylish, lightweight shades 8 $24.99

Then...

If you set up your ad like this in Bing Ads... ...it would look like this for a customer who searched for "lightweight sunglasses"
The latest {=Sunglasses.Product}s
In {=Sunglasses.Materials_Lightweight}
www.contoso.com/deals
{=Sunglasses.Description_Lightweight} in {=Sunglasses.Finishes} finishes. Starting at only {=Sunglasses.StartPrice}!
Bing Ad matching this setup

Target by audience

Now let's say you have a remarketing list of customers who looked at a specific type of sunglasses on your website. You might have a row of your ad customizer feed look like this:

Type (text) Product (text) Discount (text) Colors (number) Target audience ID
Polarized Contoso 800 25% off 12 12345678

Then...

If you set up your ad like this in Bing Ads... ...it would look like this for customers who were in this remarketing list
{=Sunglasses.Type} sunglasses on sale
{=Sunglasses.Product} series
www.contoso.com/{=Sunglasses.Type}/OnSale
{=Sunglasses.Discount} if you order today! Lenses come in {=Sunglasses.Colors} different colors.
Bing Ad matching this setup

Working with ad customizer feeds

Layout of an ad customizer feed expando image

An ad customizer feed is a spreadsheet. The columns of the spreadsheet are feed attributes, and each one must have its name (as detailed in the previous "How ad customizer feeds work" section) in the header row. Each row after the header row is a feed item, a combination of custom attributes (telling Bing Ads what information to insert into your ads) and targeting and/or standard attributes (telling Bing Ads under what circumstances to insert this information).

An attribute

Illustration of an ad customizer feed

Attribute names

A feed item

Uploading an ad customizer feed file expando image
  1. Under Shared Library, click Business data > Ad customizers.
  2. Click Upload ad customizer feed file.
  3. Give your feed a unique name.
  4. Click Browse to find your ad customizer feed file.
  5. You can then either Upload and preview (allowing you to review and fix any errors before applying) or Upload and apply.
Important

Your ad customizer feed file must be saved as one of the following formats: .csv, .tsv, or .xlsx.

Adding ad customizers to Expanded Text Adsexpando image

You can add ad customizers to any Expanded Text Ad field except the final URL.

  1. When creating or editing an Expanded Text Ad, enter a left curly bracket ( { ) where you want the ad customizer to appear.
  2. In the resulting drop-down menu, select Ad customizer.
  3. In the resulting drop-down menu, select the appropriate ad customizer feed.
  4. In the resulting drop-down menu, select the appropriate custom attribute from that feed.
  5. Default text is optional. If you want your ad to appear even if the circumstances defined by the feed's targeting and/or standard attributes are not met, enter a word, phrase, or number to appear instead of the custom attribute value. Note: If a single ad customizer in an ad has default text defined, every other ad customizer in the same ad must also have default text defined.
  6. Click Set.
Note

The ad customizer will appear in Bing Ads in the following syntax: {=FeedName.Attribute:DefaultText}. So, if your feed name is "Accessories", your attribute name is "Type", and your default text is "sunglasses", the syntax will be {=Accessories.Type:sunglasses}.

Managing ad customizer feeds after uploadingexpando image

To see all of the ad customizer feeds you've uploaded, under Shared Library, click Business data > Ad customizers. Click on the name of a feed to see its attributes and upload history.

From an individual ad customizer feed's page, you can also edit the feed:

  1. Click Upload spreadsheet.
  2. Choose whether you want to Update the feed (changing just some of the values) or Replace the feed entirely.
  3. Click Browse to find the edited ad customizer feed file.
  4. Click either Upload and preview or Upload and apply.

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