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Google Ad Customizers: The How and Why



Google Ad Customizers: The How and Why

“I have never seen a kid work so hard at being lazy.”

A teacher once said this to my parents. However, she didn’t mean it in a demeaning way. She was impressed with me.

I stayed after school and automated an Excel sheet so that the data entry I was in charge of for our yearbook class would only take half as long.

I spent hours of up-front, hard work to be as lazy as possible for the rest of the semester.

I didn’t know it then, but this was my first automation – and my first experience working hard at being lazy!

Years later, as a marketing professional, I sought ways to speed up the process of creating ads for my Google Ads search campaigns.

And that is when I discovered ad customizers.

Just like in high school, I saw the value in doing some heavy lifting upfront to make things easier for myself down the road.

It was worth it then, and it’s worth it now.

If you learn to create ad customizers, it will be worth it for you, too.

Here’s how to set up ad customizers and why they are worth your time.

Why Ad Customizers Are Important

Learning all the different features and functions of Google Ads can be overwhelming, and sometimes it feels impossible to keep up with everything.

But, there are some good reasons why learning to use ad customizers in Google Ads campaigns is a good use of your time.

Your Ads Need To Stand Out

You know you need to break through the clutter.

But, you also know you don’t have the time to create all new campaigns, ad copy, and the new account structure that goes along with designing all new ads that are ultra-relevant to users.

This is precisely where ad customizers are worth their weight in gold.

With a bit of extra time upfront now, you can have ultra-relevant ads that increase your Quality Score and engage your customer for months to come.

Lower Conversion Costs Without Making Changes

Ultimately, conversions (and conversion costs) start at the search engine results page (SERP) and your ads.

Without changing your price, product, landing page, marketing funnel, etc., you can still increase conversions and conversion rates, and lower conversion costs with ad customizers.

What other tool has the power and ability to do that without a massive amount of work or change to your product, price, landing page, or marketing funnel?

Personalization Without Privacy Concerns

No other tool on the market allows you to personalize advertising to such a degree without running afoul of privacy concerns or laws.

Ad customizers are a freebie waiting to be used.

You can be ultra-relevant to a user, using just the data they freely (and legally) offer you, so let’s use it.

Long-Term Benefits With Small, Up-Front Time Cost

Getting ad customizers set up can take a while, especially if you are doing this for the first time.

However, once your business data is connected and attributes set up, you can indefinitely run relevant ads to users.

You can do so without additional work outside the general maintenance of updating business data.

How To Set Up Ad Customizers

While keeping all the data formatting straight can be complicated, there are three main steps to creating and launching customized ads.

  1. Set up your business data.
  2. Create a data feed.
  3. Set up your customized ad in Google Ads.

Setting Up Your Business Data

In true Google fashion, setting up your business data is the most challenging part, as there are very specific rules about how your data must be formatted.

But once you learn the rules and get a few of these campaigns under your belt, the entire process can be done in 20-to-30 minutes.

First, download the template that Google suggests you use.

(Once you hit step three, you will see a link to download the template, so keep following along.)

It is always a good idea to use the exact documents that Google recommends for tasks that deal with tedious data.

Set up your template with the information you want to use to customize your ad.

There are three types of data that you can use in the template:

Attribution Types

Screenshot from Google Ads, July 2022

Attribute Type Examples

attribute type examplesScreenshot from Author, July 2022

Ad Content

This is the exact text that will be placed in your ad.

The different types of content that you can customize are number (i.e., number of items available in your inventory), text (i.e., the color of an item), time and date (i.e., when a sale ends), or price.

You can name these columns whatever you want, but you have to ensure the corresponding Attribute Type is in parentheses in the column’s name.

Duration And Device

Use these columns to schedule when your ad runs, what devices they show on, and other additional preferences (see chart below for more options).

When naming the column of your spreadsheet, you must use the name exactly as it appears in the Attribute column in the chart below.

And don’t forget to add the Attribute Type in parentheses at the end of the name.

Standard Attributes

standard attributesScreenshot from Google Ads, July 2022


Targeting allows you to choose what triggers an optimizer, what campaign/ad groups are involved, and how keywords play a part in the ad.

If you want to use any or all targeting options, you must use the name exactly as it appears in the Attribute column in the chart below.

However, you do not need to include an Attribute Type at the end of the column name.

Targeting Attributes

targeting attributesScreenshot from Google Ads, July 2022

Create Data Feed

Once you have your business data set up, organized, and formatted, you need to connect it to your Google Ads account.

As long as there are no issues with the formatting of your business data, this is a pretty straightforward process.

  • Click the tools icon in the top menu.
  • Under Setup, click Business data.
  • Click Data feeds on the left-hand side.
  • Click the plus button and click “Ad customizer data for text ads.”
  • Name your feed.
  • Click Select source and then click Upload a file.
  • Click Apply.

Setting Up The Ad

If you have made it this far, then congratulations!

The hard part is over.

Setting up the actual ad in Google Ads is much more straightforward than setting up the business data, especially if you are familiar with setting up other types of campaigns.

  • Navigate to the ad group where you want to create your new ad that utilizes the ad customizer business data.
  • Click the icon and select Responsive search ad.
  • Fill out the headlines and descriptions using the ad customizers you would like to utilize. Enter the text you would like, and when you come to the point that you would like to use a customizer, add a curly bracket ( { ). That will bring up the dropdown menu where you can choose Ad customizer. Now, select the customizer you would like to use, and it will be inserted into your text.
  • Repeat this process to place customizers in your ad copy.
google ad customizer text adsScreenshot from Google Ads, July 2022

Like many automations, adding customizers to ads in your Google Ads campaigns may seem a bit tricky and complicated.

On this point, you’re not wrong!

However, automations are quick and easy to set up after the learning curve.

You will also realize that they are the key to maximizing output, gaining efficiency, and lowering conversion costs.

So, give ad customizers a shot. I know they will become a part of your everyday arsenal, and you will come to love them!

Hungry For More?

Ad customizers are a huge topic, and we could not possibly fit all the information around this topic into a single article.

Luckily, SEJ has another great post about ad customizers by Andrea Atzori.

In his article, “4 Ad Customizers to Improve Google Ads Campaign Performance,” Andrea dives deeper into why you would want to use ad customizers, how they work, and four great ways to use them in your daily campaigns.

Together, these two pieces should give you a good foundation into what ad customizers are, how to use them, why to use them, and how to set them up.


More resources:

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4 Ways To Try The New Model From Mistral AI




4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.


Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

Featured image: T. Schneider/Shutterstock

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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X




OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI


OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites




ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.


Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

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