A few weeks ago I was talking with one of my favorite PPC marketers about new trends we were seeing with AdWords. While everyone’s been busy talking about Custom Audiences for re-marketing and display, he’s been focusing on the other tools like Custom Ads.
Although he couldn’t give a lot of details about the results, we went over what he had been doing and did a brainstorm for new ways to use them specific to his and my own clients. Although my campaigns haven’t launched yet, I’m in love with the idea that you can target and focus your ads to specific queries and for specific needs without having to create a million ads.
So what is the Adwords Custom Ads tool and how can you use it? If you want to know how to set it up, Google does an awesome job explaining it on this post. If you want to know how to implement campaigns for your business, check out the section most relevant for you below.
Side note: Before I give some examples, the basic rundown is that it works by using dynamic inserts. i.e. you need to be cautious of character counts. For example, you can use inventory levels, prices, deals/discounts and anything else you want to add to your feed, but if any of the combinations go over the character limit, your ad won’t work.
How to Use Custom PPC Ads
- Brick and Mortar (Local Businesses)
- Ecommerce Shops
- Leads or Service Providers