Setting up regular ad campaigns is a pretty straightforward process. Nothing too complicated about it: lay out your keywords, use match types the right way, write relevant ad copy, add as many extensions as you can and link correct landing pages. It’s time to dive into more advanced settings that we can use.


In this blog we will look into the ways we can modify and personalize ads for each auction with the support of 4 tools:


  • Dynamic Keyword Insertion
  • IF Function
  • Countdown
  • Feed ad customizer

Dynamic Keyword Insertion


Before you create an ad campaign you need to figure out its elements' hierarchy and keyword grouping: one ad group can have one or multiple keywords. If you decide to put multiple keywords in a group this will raise a necessity to create an efficient headline: it should give an answer to any search query that leads to any of those keywords and still remains relevant for a higher quality score.

Google estimates this stat in real time. It influences the position in Search Engine Result Pages (aka SERPs). Under perfect conditions, the first header will repeat the keyword verbatim.


In order to show the most relevant ads for each search query, Google Ads has the Dynamic Keyword Insertion tool that allows you to add keywords into ad headlines and descriptions.

To activate Dynamic Insertion you need to add open braces { in a required ad element. It would be most useful to activate it in the first headline: it influences relevance evaluation the most.

Dynamic insertion

Select «Keyword Insertion». After that, add a default text. This text will be added into an ad in case the keyword or a key phrase doesn’t fit the header during the insertion. Default copy should be relevant to all keywords within a group (consider it a text that you would use if you haven’t used the insertion).

Default text insertion

You also need to choose how to display an added phrase. It depends on the position of a dynamic phrase, for example, you should use only lower case letters if you use the insertion in the middle of the description.


Important: if you decide to insert key phrases in your ads, make them logically readable. All of the words and connections between them must be logical and coherent and don’t forget to pay attention to the grammar. In this case, ads would be easy to understand and users will click on them more often boosting your CTR. If keywords use match types, those will be deleted during the insertion.


IF function


Mobile search traffic share has already exceeded 50% of the overall traffic volume in some of the foreign markets. Let’s see how we can optimize search ads for smartphones and remarketing audiences all in one ad.


This allows us to show unique propositions for smartphone users or specific audience segments (such as those who have already visited your site but did not meet a conversion goal). For this matter, Google Ads has a specific IF function which works exactly by the principle: «what if».


Figure out if you want to use a different ad copy for smartphone users. For example, those who see the ads on their mobile devices can be motivated to make a call because the mobile ad has a visible Make a Call call-to-action (CTA). To activate the function open braces { and choose «IF function».

IF Function


Then you need to set the conditions of the copy change and enter the copy itself. If you set a mobile device ad you can add «call now» copy. In case of a desktop device ad you can display «Learn more» CTA.

Mobile version
Desktop version

Now if a user sees an ad on a smartphone they will see a prominent CTA. The very same user will see a different CTA on a desktop. This is just an example to demonstrate that you can come up with different creative scenarios to utilize this function.


Important: keep in mind the number of characters you can use in the ads. Consider it when creating a copy you are planning to use in the insertion.




The countdown is a popular trigger used on websites and ad creatives. It can be really effective when used in the right way.

Use a countdown when it makes sense: showtime before a promo runs out, during a sales season, before an event, to show time before a price surge or before the ticket sales stop.

Showing this type of ad will motivate users to make a decision right now or to come back to it as soon as possible. You shouldn’t launch a countdown that restarts every day.


You can install a countdown directly to your ad through Google Ads. As per usual, open braces { and choose «Countdown».

After that, you have to fill in a short form: time and date of a countdown finish, time of when the timer should be displayed in the ad, time zone and the language of words that will be displayed (days, hours, minutes).

Don’t forget to leave enough characters in the headline or description section of an ad.

Countdown setup

In this example, in 3 days before the webinar, the ad will show the number of days left until the event; on the day the webinar takes place it will show hours and, lastly, minutes.

Keep in mind that before the set countdown starts, ads won’t display anything. That means that you will have to either set up the correct timer so that the ad starts rolling immediately, or you can set up additional ads with different settings and texts in order to fill up the gaps between and after the main timer runs out.


Feed Ad Customiser


Any type of mingling with the initial ad settings will cause the accumulated analytics on it to disappear, creating a new ad. At the same time, advertisers love to use ads like «30% discounts in May» and after May is over, they need to change the copy to «June» since the discount is actually not seasonal. This is a simple example.


Google Ads provides an «Ad Customiser» tool, which allows users to change any information in ads without them being edited. It allows you to change data for particular auctions for different targeting settings. For example, display the current product price for different regions or insert a required product name in the ad, its price and other characteristics depending on the customer’s search query.


To begin you need to decide what exactly are you going to change in your ads. Then you create a data-feed — an Excel table in which you need to specify targeting (company name, groups or keywords) and data which will be inserted in the ads.

Sample data feed

After you fill out the feed, upload it to Google Ads. Click on «Business Data» under the «Tools» navigation section.

Business Data section

Choose «Ad Customiser Data»

Ad Customiser Data

Upload the file

File upload

The system will show a pop up if it finds any errors


After the upload is complete let’s switch to ad settings. Open bracket { and choose «Ad Customiser».

Ad customiser insertion
Feed attributes
Model insertion

Insertions can be done in the headlines and descriptions.

Price insertion
Power insertion

Final ad can be seen on a preview.

Final ad

In this example, after you start running your ads users will see relevant search results for different microwave names with interchangeable models, prices and power options.


Thus, you can insert any data in your search ads. If you will need to change data, you won’t have to edit the ad. You can just put changes into your feed file which is located in the «Business Data» section.

Click «Business data» section
Choose the feed you need to edit


Find the element you need to change
Save new data

In order to advertise a permanent discount from my first example, you just have to create a table with a list of months. You won’t have to edit your ads per se, just revisit the table regularly to change the month within it.


Don’t forget that all ad elements have character limits. Sometimes advertisers use a text that is way too long.

In order to make ads with modifiers work, the group must contain one classic ad without modifiers. It will be displayed if an error with the feed data occurs.

eLama, PPC Marketing Specialist and Brand Evangelist