It is a well-known challenge every marketer has to deal with: clients who want agencies to outperform their search activities without losing power over the message shown in the ads. Experience learns that a feed is not always the right solution or not even possible. With Ad Customizers you have a solution that will fit in any situation. In this session you will learn to combine the power of Ad Customizers with Google Sheets and how this will result in an setup where it’s possible to co-create, alter and manage these at scale, for as many ads as you want in the blink of an eye. This session will explain in what way you can co-operate with your clients on the ads and keep track of this in one shared file instead of your inbox. This means you can focus on maximizing the performance of the Search account instead of losing too much time on repetitive tasks such as ad copies. Furthermore you will walk away with valuable insights and best practices about current setups within different markets.

1. Create a PPC Playground For Your Clients
How to co-create your ad customizers
Koos Hoeijmakers | Automation & Innovation Lead

2. Session Outcomes
How to co-create your ad customizers
● The stakeholders of a Google Ads Campaign
● Why and when to use ad customizers
● Playgrounds
● From template to ad customizer
● Must haves & Action items

3. The stakeholders
The Agency
✓ Search Knowledge
✓ KPI’s
✓ Best Practices
The Client
✓ Market Knowledge
✓ Core Values / USP’s
✓ Expectations

4. The stakeholders
✓ Actual information
✓ Brand values
✓ Call to actions
✓ Product prices
No Feed Available

5. Why and when to use ad customizers
✓ Local focus
✓ Show dynamic info
✓ Manage more ads
✓ Tailor made
✓ Step up your ad copy game
✓ Save time for strategic
campaign improvements

6. Playgrounds
Before you start co-creating
● Relationship with the client
● Account maturity
● Knowledge of the client
● What’s in it for who
● Priorities
● Ready? Set?

7. Playgrounds
Create a race track
Agency view
Central point for:
✓ Guiding the client
✓ Creating & fixing
✓ Clear view of the track
Clients view
In the drivers seat for:
✓ Creating dynamic values
✓ Keep it on track
✓ Sense of responsibility

8. Playgrounds
• Simple setup, client
can translate values
• Minimal control
• No automatic
updates
• Client can choose
values
• Dropdown values
• Minimal control
• Automatic update
possible
• Work together in
one file
• Total freedom
• Agency is co driver
• Automatic updates
• One template
• Multiple feeds
• Agency for technical
implementation
• Client creates the
ad copy
1 2 3 4

9. Ad customizers – localisation
✓ Dealer network nationwide
✓ Individual dealer names
✓ Up to 80 characters
✓ Changing dealer names
Playground 1

10. Playground 1; set-up
The Client
Overview all locations
Fill in the correct names
Conditional formatting
The Agency
Import to customizer feed
Ad copy setup
Final check

11. Ad customizers - With pre-set values
✓ Used car sale
✓ Different promotions
✓ Out of stock
✓ Four regions
Playground 2

12. Playground 2; setup
The Client
Select a promotion
Per region
Sold out
The Agency
Ad copy setup – Target Campaign
Connect promotion values
Connect values to ad
or

13. Ad customizers – work together in one file
● Brand models
● Changing from prices
● CTA for seasonality
Playground 3

14. Playground 3; set-up
The Client The Agency The Client

15. One template to rule them all; Locations  Headline/CTA - Description
Playground 4
Default ad set
Promotion ad set

16. Before we start, formulas you need to know
● =Substitute
● =Importrange
● =IF
● =Vlookup (or =Index)
● Want to EXCELerate?
Playground 4; good to know

17. Playground 4Playground 4; set-up
Ad copy
The client
In control of the ad
Headline 2
Description
Default & Promotion
The Agency
From template to feeds
Ad copy setup
Template Ad customizer feed
Model A

18. Playground 4; the template

19. Use =Importrange to import the template in the feed
*repeat this step for the amount of feeds you want to create
Playground 4; import the template
Model A

20. Playground 4; substitute the [XXXX]

21. Playground 4; Prepare the feed
1 2 3
=VLOOKUP only use Default ad set
=INDEX for advanced lookups depending on cell A1 (optional)

22. Playground 4; Make the ad copy
Ad Customizer
Default
Labels
3 default ads
3 promotion ads (optional)

23. Playground 4; Prepare the feed
1 2 3

24. Playground 4; Enjoy
Default ad set
Promotion ad set
(optional)
Template Import
Substitute
Prepare
Make the ad copy

25. Must Haves & Action Items
● Determine if this is applicable
● Clear roles between the agency & client
● Know your formulas
● Start with one feed for one category
● From campaign targeting to ad group targeting
● Naming convention & Labels

26. Thank You!
Create a PPC Playground For Your Clients
Koos Hoeijmakers
koos.hoeijmakers@greenhousgroup.com