Customized Ads – Zielseiten dynamisch anpassen
Eigentlich lassen sich dynamische Anzeigenanpassungen nur auf sichtbare Elemente wie Überschriften und Beschreibungen anwenden. Dass sich auch die finale URL anpassen lässt, ist kaum bekannt.
Die deutsche Dokumentation bleibt schwammig, die englische hingegen ist eindeutig:
You can include ad customizers anywhere in your text ad except in the final URL field.
Ganz falsch ist das nicht, denn tatsächlich lassen sich die regulären Anzeigenanpassungen nicht für die Zielseite verwenden. Schon vor über einem Jahr haben wir aber eine Möglichkeit gefunden, auch die Zielseite anzupassen.
Damals stießen wir bei unseren Feeds auf eine neue Spalte für Custom Parameter:
Eigentlich sind benutzerdefinierte Parameter primär für den Einsatz im Tracking-Template gedacht, sie lassen sich jedoch auch in finalen URLs verwenden (ursprünglich wurde das nur in Hilfe-Overlays für Anzeigenanpassungen erwähnt, inzwischen gilt es überall).
Auf diesem Weg ist es also doch möglich, auch die URLs von Zielseiten dynamisch anzupassen. Denkbar sind etwa folgende Varianten:
- Parameter {_item-id} = 123
- Parameter {_weiterleitung} = pfad/zur/seite.html
In einer Anzeige könnte die Ziel-URL dann so lauten:
- Aufruf einer Produktseite: https://www.website.de/product.php?id={_item-id}
- Mit Weiterleitung: https://www.website.de/redirect.php?path={_weiterleitung}
- Oder gleich: https://www.website.de/{_weiterleitung}
Sinnvoll bei Ortsbezug
Hilfreich ist die Anpassung der Zielseite insbesondere im Zusammenhang mit ortsbezogenen Anzeigen, etwa bei folgendem Beispiel:
Werden über Anzeigenanpassungen individuelle Anzeigen für viele verschiedene Orte bereitgestellt, dann ist es meistens auch sinnvoll, auf eine Zielseite mit Ortsbezug zu verweisen. Für obiges Beispiel wäre es sinnvoll, wenn der Nutzer auf der Zielseite den Vergleich für Münster fände.
Hier könnte also folgendes Setup zum Einsatz kommen:
- Der Parameter {_stadt} enthält jeweils die aktuelle Stadt
- Die Ziel-URL verweist auf https://www.bloostrom.de/vergleich?stadt={_stadt}
Funktioniert wie gehabt
Auch wenn der Mechanismus auf den ersten Blick anders aussieht als die übrigen Anzeigenanpassungen, funktioniert er letztlich genauso. An dem zwingend vorhandenen Unterstrich beim Namen des Parameters muss sich niemand stören.
Damit bleibt nur noch eine Sache, die sich nicht dynamisch anpassen lässt: die Domain. Das ist letztlich aber auch nur sinnvoll, denn innerhalb einer Anzeigengruppe ist ohnehin nur eine Domain zugelassen. Eine dynamische Variation müsste also zwangsläufig eine Ablehnung zur Folge haben.
Martin Röttgerding
Martin Röttgerding ist Head of SEA in der Online-Marketing-Agentur Bloofusion und schreibt schwerpunktmäßig über Google Ads im Bloofusion-Blog und hin und wieder in seinem SEA-Profi-Blog PPC Epiphany.
Martin Röttgerding ist auf LinkedIn zu finden.
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Oktober 24th, 2019 at 19:03
Hi Martin,
Great article. But I’m not sure to understand. When you put a customizer variable {{}} in a custom parameter value, it doesn’t work. Or maybe I’ve not understood ?
Oktober 24th, 2019 at 21:20
Hi Bruno,
You have to use the custom variables column in your data feed. You can find it if you look at a feed in your business data. There you have to include the column for custom parameters and then you can just click on it.
In the end, your feed may look something like this:
Target Location | CityName (text) | Custom Parameters
Paris,France | Paris | {_city=Paris}
Does this help?
Oktober 25th, 2019 at 09:38
Thanks for your reply 🙂
So I’ve added a custom parameter column in my feed so I have the exact same thing you say :
Target Location | CityName (text) | Custom Parameters
Paris,France | Paris | {_city=Paris}
But then, how I link that in the final url ? I’ve tried to add {_city} in it ? (example.com/{_city}) but it doesn’t work, when I click the ad I land on example.com. Where is my mistake ?
Sorry to insist but to be honest I’ve search for a long time a way to do it. I’ve stopped searching and now your article give me hope again !
Oktober 25th, 2019 at 09:57
I have to guess, but if the customizers work in the rest of the ad, then it should’ve worked in the final URL as well.
Currently we are using this as a parameter in the URL, like https://www.website.com/?location={_city}
In the landing pages section of Google Ads (the one below Ads & Extensions) you can check the maximized URL’s, with the actual values that were used. In our case, I’m seeing lots of cities, so this definitely works.
Maybe it needs to be a parameter and cannot just be a part of the path? Then I would’ve been to quick to claim otherwise…
Oktober 25th, 2019 at 10:17
If it work for you it have to work for me too. I’ll try many things (with parameter, no parameter, try to had the tracking template directly in the feed or not, etc…). I’ll come back with a diagnosis of what works and what doesn’t are share here. Thanks for your help 😉
Oktober 25th, 2019 at 10:35
You’re welcome 🙂
Yes, please let me know what works, it’s helpful for me, too.
Oktober 28th, 2019 at 22:09
Hi Martin,
I’ve tried everything :
– having the custom parameter in the feed and the tracking template at the adgroup level
– having the custom parameter in the feed and the tracking template at the ad level
– having the custom parameter and the tracking template in the feed
– having the custom parameter , the tracking template and the final url in the feed
I’ve tried on 3 different accounts.
I’ve also tried 2 types of urls :
– example.com?kw={_city}
– example.com/{_city}
I’ve called Google (I’m premier partner so I’ve the Premier Partner support). They told me that what I want to achieve is impossible but that my feeds are correctly set. I’ve planned a consultation with an adcustomizer product expert for the end of this week (he’s my last hope).
On your side and just to be sure, can you explain again in detail the way you’ve done please ?
– you have a feed with (for example) 3 columns : Target Location | CityName (text) | Custom Parameters
– then in the row, you have something like : Paris,France | Paris | {_city=Paris}
Then, what is the final url you put in the ad ? Just example.com ?
Where do you set you tracking template ? adgroup level ? ad level ?
What can I be missing ? It’s impossible that it works for you and not for me !!
Would you be willing to send me an example of one feed which works ? (off course you anonimyze if there’s some privacy issue). I know it can represent some work, I can pay if needed.
I just want to manage (the more it resists me, the more it annoys me and the harder I’m going to try)
Many thanks for your help.
Sorry for all these questions.
Oktober 28th, 2019 at 22:31
Hi Bruno,
I can answer in more detail tomorrow, but maybe it’s a simple misunderstanding: The tracking template is not involved. It’s all directly in the final URL.
“Then, what is the final url you put in the ad ? Just example.com ?”
The final URL would be something like: https://www.example.com/?kw={_city}
Have you tried this?
Oktober 28th, 2019 at 23:57
With pleasure to possibly have more information tomorrow 🙂
I’ve also tried without tracking template and with the parameter directly in the final url (the first test I made I think). It hadn’t work. (that’s why I’ve followed with tests on tracking templates).
I’ve set another test now. I’ll check tomorrow and let you know.
I’ll let you know also when I’ll have speak with Google product expert.
“à tout vite” like we say in Switzerland 😉
Oktober 29th, 2019 at 08:48
Hi Martin,
I confirm it doesn’t work 🙁
When I check the landing page report (both in Google Ads and Analytics), I see that the parameter is not dynamically changed (and so see example.com?kw=_city)
Oktober 29th, 2019 at 10:00
Hi Bruno,
I still believe we must have a misunderstanding somewhere, so screenshots might clear it up. I had to redact some sensitive information, but here is the setup.
The ad’s final URL and headline 1:
https://blog.bloofusion.de/wp-content/uploads/2019/10/2019-10-29_09h46_09.png
The feed with the custom parameter field:
https://blog.bloofusion.de/wp-content/uploads/2019/10/2019-10-29_09h51_18.png
And what it results in:
https://blog.bloofusion.de/wp-content/uploads/2019/10/2019-10-29_09h39_49.png
Does this help?
Oktober 31st, 2019 at 10:02
I think I ran into the same issues as Bruno. The answer for me was to change the line below, otherwise it wouldn’t pick up the custom parameters:
Target Location | CityName (text) | Custom Parameters
to
Target Location | CityName (text) | Custom Parameter
Oktober 31st, 2019 at 13:24
Oh god, I hope it’s not that. I just typed it in without thinking about it. It’s in German in my interface…
Oktober 31st, 2019 at 18:04
Hello !
First a very big thank you for sharing. It has allowed me to find where was my mistakes.
1) wrong format in the custom parameter => {_city=city} instead of {_city}=city
2) wrong header column => custom parameters instead of custom parameter (the plurial doesn’t work).
So far, I’ve made new tests, and it works (thanks again).
For what I’ve seen, the only way to make it work it to make the exact way you describe here (custom parameter in the feed AND in the final URL). I’ve tried to include the final url and tracking template in the feed but it doesn’t work. It would be great if for example you have a different url structure for towns and for regions (my case).
I’ve the consultation with Google product specialist on monday, I’ll ask him if there are other ways. I’ll let know, off course. 🙂
November 5th, 2019 at 22:02
Hi Martin,
Hope you’re fine. Sadly the googler I’ve speak to was not an adcustomizer expert so I’ve nothing new from their side. I’ll try again to get the right person…
On my side I’ve experimented something with success. Adding 2 parameters in the feed to customize the landing page for geography and also for keyword.
Please find screenshots here :
– https://www.bruno-guyot.com/wp-content/uploads/2019/11/Capture-d’écran-2019-11-05-à-21.58.24.png
– https://www.bruno-guyot.com/wp-content/uploads/2019/11/Capture-d’écran-2019-11-05-à-21.57.58.png
I do that because I work with unbounce and its ability to personnalize content with url parameters.
I’ll update when I have something new.
Best.
November 5th, 2019 at 23:29
Hey Bruno,
Just an idea, but for simplification it would probably be easier to use the ValueTrack parameter {keyword} in the final URL.
If you need a different URL structure for cities and regions, you could use a second ad for that. We’ve worked with structures like this where you have two (or more) columns in the feed. For example, you could use a feed like this:
Target Location | CityName (text) | RegionName (text) | rest stays the same
some city | some city name | | rest stays the same
some region | | some region name | rest stays the same
So cities only have the city name column filled and an empty region name. Vice versa for regions.
Then make two ads: On references {=CityName} and the other one references {=RegionName}. Those ads can then only be shown if their respective column has some value. Effectively, this gets you an ad for cities and another one for regions. Then use whatever url structure works best for the respective location type.
Januar 15th, 2020 at 10:34
Hi Martin, Do you know whether it’s possible to give an alternative text for the parameter in case no match is found in the library? Kind of in the same way as the ad text syntaxis.
Januar 15th, 2020 at 11:46
Hi Tim,
Not directly, but there is a way. The URL parameter is treated like any other custom URL parameter – even though it comes from a data feed, it’s not an ad customizer. The syntax for custom URL parameters doesn’t allow standard texts.
It’s not hard to make this work, though. Custom parameters are hierarchical: If you have a parameter like {_city} on the campaign level and then again at keyword level, then the system will use the lowest level’s value. I don’t know where exactly feeds fit into the hierarchy, but they should be pretty low.
That means you can put the parameter {_city} = “none” at the campaign level and have other values in the feed. If you use and {_city} in URLs, the system shoult first look to the feed and then to the campaign. That way, the campaign setting becomes the default text.
Januar 21st, 2020 at 08:52
Hi Martin, thanks for the quick respons! This solution does indeed work.
Oktober 12th, 2021 at 17:23
Moin,
würde sich so auch die Stadt als Parameter innerhalb der URL übergeben lassen? Dann könnte man über die ID aus der Google CSV drum herum kommen. Oder denke ich hier gerade falsch?
Oktober 12th, 2021 at 17:33
Ja genau, siehe das Stromanbieter-Beispiel. Welche Stadt in welcher Google-Zielregion übergeben werden soll, muss man dann bei den Anzeigenanpassungsdaten regeln.