About ad customizer feeds

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:

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:

Standard attributes are advanced targeting configurations:

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

Then...

If you set up your ad like this in Microsoft Advertising...	...it could look like this for customers 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}!

OK, now let's say your ad campaign has a different ad group for each brand of sunglasses you sell. You've found that customers who search for a specific series of a brand of sunglasses often end up purchasing a different series. So, you want to highlight your series options within your brand's ad group. You might have a row of your ad customizer feed look like this:

Then...

If you set up your ad like this in Microsoft Advertising...	...it could look like this for customers who searched for "contoso 900"
{=Sunglasses.Brand} brand sunglasses {=Sunglasses.Series} series to choose from www.contoso.com Browse our wide selection! Prices as low as {=Sunglasses.StartPrice}

Uh-oh! It was a cloudy summer in Portland and now your Portland store has way too many Contoso brand sunglasses. Time for a big sale to move that particular store's inventory. You might have a row of your ad customizer feed look like this:

Then...

If you set up your ad like this in Microsoft Advertising...	...it could look like this for customers who searched for "contoso portland"
{=Sunglasses.Brand} sunglasses Blowout Sale! www.contoso.com/BlowoutSale {=Sunglasses.BlowoutSale_1} {=Sunglasses.BlowoutSale_2}

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:

Then...

If you set up your ad like this in Microsoft Advertising...	...it could 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.

If you were having a sunglasses sale for a limited time, you could combine the power of ad customizers and countdowns. You might have a row of your ad customizer feed look like this:

Then...

If you set up your ad like this in Microsoft Advertising...	...it could look like this for customers who searched for "contoso sunglasses" on August 12, 2019
{=Sunglasses.Product}s Get {=Sunglasses.Promo} www.contoso.com/SummerSale Offer ends in {=COUNTDOWN(Sunglasses.End_by)}. Buy now as low as {=Sunglasses.StartPrice}

You can also add an ad customizer feed to ad text manually, either by typing directly in the Create ad input boxes by using a bulk upload spreadsheet or by using Microsoft Advertising Editor.

To make sure you enter it correctly, let's look at the components of an ad customizer feed's syntax:

{=FeedName.Attribute:DefaultText}