Google announced in a blog post that they are making changes to AdWords that will allow advertisers to dynamically customise their text content.
The new feature builds on ad customisers, which launched last year, and will now allow specific information to be added to text in ads.
Up to date
The feature can be used to share the most current items in an inventory, or allow users to access shipping times for different delivery destinations or other localised information.
Google says that the new feature will bring added value for advertisers offering specific discounts or promotions when people are searching for their business in various locations.
In a Google+ update, the company stated: “With ad customisers, you can dynamically insert relevant information into your text ads, based on information you upload via a feed to AdWords.”
The post explained: “For example, a retailer can automatically show how many hours are left in their time-sensitive promotion, an airline can show the number of flights still available on a given day, and a restaurant can dynamically share special discounts for unique days of the week with their customers.”
Help
Advertisers can learn how to make the most of the new feature and set up the location in ad customisers via Google’s Help Centre.
Once mastered, ad makers will be able to create more relevant text to enhance the end user experience based on wherever that person might actually be located.
Ads are then matched to geographic locations with extra features, including using information about recent locations, related cities and other advanced location details.
Large scales
Real-time implementation of dynamic ads means that even companies with huge stock catalogues or other types of inventories, including services or promotions, can make the most of an ever-updating feed to AdWords.
Essentially, the feature in action might allow any business with a variable ratio between service availability and customer numbers to use it in order to reflect real-time trends and conditions, with an added local or regional edge to help drive sales.
