Customizing Text Ads

Ad customizers are a very powerful tool that lets you customize the text content of extended text ads by using text placeholders, countdowns, and IF functions.

An ad customizer is a feed-based solution for injecting dynamic information into your ads. You can set up a feed with targeting options for specific campaigns, ad groups, and/or keywords, and then create ads that reference the information in the feed, so the values in the feed are dynamically injected in your ads at serve time.

You can put strings, prices, numbers, and even a countdown to a specific date or time in your ad.

Key Point: Dynamic replacements can occur in ad titles and description lines, but not in display or final URLs.

Ad customizers

A common use case for ad customizers is promoting sale prices on items during specific date ranges. To do this, you set up a feed with a string attribute for the item name, another string attribute for the price, and a date attribute for the date your sale ends, then populate feed items accordingly.

When setting up an ad, you reference the feed item, its name attribute, and its sale price attribute in the ad text fields, and Google Ads automatically populates the ad with the name and price from the feed item.

To use the feed item's end date, you include the date attribute in a function that tells Google Ads to display a countdown to the end date in your ad. When creating the ad, reference the feed item and its name, sale price, and end date attributes, and Google Ads will automatically populate the ad with the name, price, and end date from the feed item.

This will allow you to reuse the ad with another product sale or with the next sale of the same product, by updating your feed item's price and end date values, instead of creating a new ad for each product or for each sale.

The following sections describe all phases of this use case, including how to:

• Set up the feed and its attributes
• Map the feed to the "Ad Customizer" placeholder type
• Create feed items with the values you want to appear in your ads
• Target feed items to a specific campaign, ad group or keyword
• Use the feed in an ad
• Add a countdown
• Add an IF function

Set up the feed

The first step is to create a feed with all of the attributes you'll need to customize your ad.

Show me an example of creating a feed with three attributes: two of type STRING and one of type DATE_TIME

Java

private String createAdCustomizerFeed(
    GoogleAdsClient googleAdsClient, long customerId, String feedName) {

  // Creates three feed attributes: a name, a price and a date. The attribute names are arbitrary
  // choices and will be used as placeholders in the ad text fields.
  FeedAttribute nameAttribute =
      FeedAttribute.newBuilder().setName("Name").setType(FeedAttributeType.STRING).build();

  FeedAttribute priceAttribute =
      FeedAttribute.newBuilder().setName("Price").setType(FeedAttributeType.STRING).build();

  FeedAttribute dateAttribute =
      FeedAttribute.newBuilder().setName("Date").setType(FeedAttributeType.DATE_TIME).build();

  Feed adCustomizerFeed =
      Feed.newBuilder()
          .setName(feedName)
          .addAttributes(nameAttribute)
          .addAttributes(priceAttribute)
          .addAttributes(dateAttribute)
          .build();

  FeedOperation feedOperation = FeedOperation.newBuilder().setCreate(adCustomizerFeed).build();

  try (FeedServiceClient feedServiceClient =
      googleAdsClient.getLatestVersion().createFeedServiceClient()) {

    MutateFeedsResponse response =
        feedServiceClient.mutateFeeds(Long.toString(customerId), ImmutableList.of(feedOperation));

    String feedResourceName = response.getResults(0).getResourceName();
    System.out.printf("Added feed with resource name %s.%n", feedResourceName);
    return feedResourceName;
  }
}
AddAdCustomizer.java

PHP

private static function createAdCustomizerFeed(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    string $feedName
) {
    // Creates three feed attributes: a name, a price and a date. The attribute names are
    // arbitrary choices and will be used as placeholders in the ad text fields.
    $nameAttribute = new FeedAttribute(['type' => FeedAttributeType::STRING, 'name' => 'Name']);
    $priceAttribute =
        new FeedAttribute(['type' => FeedAttributeType::STRING, 'name' => 'Price']);
    $dateAttribute =
        new FeedAttribute(['type' => FeedAttributeType::DATE_TIME, 'name' => 'Date']);

    // Creates the feed.
    $feed = new Feed([
        'name' => $feedName,
        'attributes' => [$nameAttribute, $priceAttribute, $dateAttribute],
        'origin' => FeedOrigin::USER
    ]);

    // Creates a feed operation for creating a feed.
    $feedOperation = new FeedOperation();
    $feedOperation->setCreate($feed);

    // Issues a mutate request to add the feed.
    $feedServiceClient = $googleAdsClient->getFeedServiceClient();
    $feedResponse = $feedServiceClient->mutateFeeds($customerId, [$feedOperation]);

    $feedResourceName = $feedResponse->getResults()[0]->getResourceName();
    printf("Added feed with resource name '%s'.%s", $feedResourceName, PHP_EOL);

    return $feedResourceName;
}
AddAdCustomizer.php

Python

def _create_add_customizer_feed(client, customer_id, feed_name):
    """Creates a feed to be used for ad customization.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        feed_name: the name of the feed to create.

    Returns:
        A str of a resource name for the newly created feed.
    """
    # Creates three feed attributes: a name, a price and a date.
    # The attribute names are arbitrary choices and will be used as
    # placeholders in the ad text fields.
    feed_attr_type_enum = client.get_type("FeedAttributeTypeEnum", version="v6")

    name_attr = client.get_type("FeedAttribute", version="v6")
    name_attr.type = feed_attr_type_enum.STRING
    name_attr.name = "Name"

    price_attr = client.get_type("FeedAttribute", version="v6")
    price_attr.type = feed_attr_type_enum.STRING
    price_attr.name = "Price"

    date_attr = client.get_type("FeedAttribute", version="v6")
    date_attr.type = feed_attr_type_enum.DATE_TIME
    date_attr.name = "Date"

    feed_operation = client.get_type("FeedOperation", version="v6")
    feed = feed_operation.create

    feed.name = feed_name
    feed.attributes.extend([name_attr, price_attr, date_attr])
    feed.origin = client.get_type("FeedOriginEnum", version="v6").USER

    feed_service = client.get_service("FeedService", version="v6")

    try:
        response = feed_service.mutate_feeds(customer_id, [feed_operation])
        resource_name = response.results[0].resource_name
        print(f"Added feed with resource name {resource_name}")
        return resource_name
    except GoogleAdsException as ex:
        _handle_google_ads_exception(ex)
add_ad_customizer.py

Perl

sub create_ad_customizer_feed {
  my ($api_client, $customer_id, $feed_name) = @_;

  # Create three feed attributes: a name, a price and a date. The attribute names
  # are arbitrary choices and will be used as placeholders in the ad text fields.
  my $name_attribute =
    Google::Ads::GoogleAds::V6::Resources::FeedAttribute->new({
      type => STRING,
      name => "Name"
    });

  my $price_attribute =
    Google::Ads::GoogleAds::V6::Resources::FeedAttribute->new({
      type => STRING,
      name => "Price"
    });

  my $date_attribute =
    Google::Ads::GoogleAds::V6::Resources::FeedAttribute->new({
      type => DATE_TIME,
      name => "Date"
    });

  # Create the feed.
  my $feed = Google::Ads::GoogleAds::V6::Resources::Feed->new({
    name       => $feed_name,
    attributes => [$name_attribute, $price_attribute, $date_attribute],
    origin     => USER
  });

  # Create a feed operation for creating a feed.
  my $feed_operation =
    Google::Ads::GoogleAds::V6::Services::FeedService::FeedOperation->new({
      create => $feed
    });

  # Issue a mutate request to add the feed.
  my $feeds_response = $api_client->FeedService()->mutate({
      customerId => $customer_id,
      operations => [$feed_operation]});

  my $feed_resource_name = $feeds_response->{results}[0]{resourceName};
  printf "Added feed with resource name '%s'.\n", $feed_resource_name;

  return $feed_resource_name;
}
add_ad_customizer.pl

Take note of the resource name for the feed and the IDs for the feed attributes, as you'll need them when setting up the feed items. You can retrieve the feed attributes with a GAQL query that uses the resource name to filter results:

SELECT feed.attributes, feed.name FROM feed WHERE feed.resource_name = '%s'

Show me an example of feed attribute retrieval

Java

private Map<String, FeedAttribute> getFeedAttributes(
    GoogleAdsClient googleAdsClient, long customerId, String feedResourceName) {
  String query =
      String.format(
          "SELECT feed.attributes, feed.name FROM feed WHERE feed.resource_name = '%s'",
          feedResourceName);

  SearchGoogleAdsRequest request =
      SearchGoogleAdsRequest.newBuilder()
          .setCustomerId(Long.toString(customerId))
          .setPageSize(PAGE_SIZE)
          .setQuery(query)
          .build();

  Map<String, FeedAttribute> feedAttributes = new HashMap<>();
  try (GoogleAdsServiceClient googleAdsServiceClient =
      googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
    SearchPagedResponse searchPagedResponse = googleAdsServiceClient.search(request);

    Feed feed = searchPagedResponse.iterateAll().iterator().next().getFeed();

    System.out.printf(
        "Found the following attributes for feed with name '%s':%n", feed.getName());
    for (FeedAttribute feedAttribute : feed.getAttributesList()) {
      System.out.printf(
          "\t'%s' with id %d and type '%s'%n",
          feedAttribute.getName(), feedAttribute.getId(), feedAttribute.getType());
      feedAttributes.put(feedAttribute.getName(), feedAttribute);
    }
  }
  return feedAttributes;
}
AddAdCustomizer.java

PHP

private static function getFeedAttributes(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    string $feedResourceName
) {
    $query = "SELECT feed.attributes, feed.name FROM feed "
        . "WHERE feed.resource_name = '$feedResourceName'";

    $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();
    $response =
        $googleAdsServiceClient->search($customerId, $query, ['pageSize' => self::PAGE_SIZE]);

    /** @var Feed $feed */
    $feed = $response->getIterator()->current()->getFeed();
    $feedDetails = [];
    printf(
        "Found the following attributes for feed with name %s:%s",
        $feed->getName(),
        PHP_EOL
    );
    foreach ($feed->getAttributes() as $feedAttribute) {
        /** @var FeedAttribute $feedAttribute */
        $feedDetails[$feedAttribute->getName()] = $feedAttribute->getId();
        printf(
            "\t'%s' with id %d and type '%s'%s",
            $feedAttribute->getName(),
            $feedAttribute->getId(),
            FeedAttributeType::name($feedAttribute->getType()),
            PHP_EOL
        );
    }
    return $feedDetails;
}
AddAdCustomizer.php

Python

def _get_feed_attributes(client, customer_id, feed_resource_name):
    """Retrieves attributes for a feed.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        feed_resource_name: the resource name of the feed.

    Returns:
        A dict of feed attributes, keyed by attribute name.
    """
    query = f"""
      SELECT
        feed.attributes,
        feed.name
      FROM feed
      WHERE
        feed.resource_name = "{feed_resource_name}"
    """
    ga_service = client.get_service("GoogleAdsService", version="v6")

    try:
        results = ga_service.search(customer_id, query, page_size=1)
        feed = list(results)[0].feed
        print(f"Found the following attributes for feed with name {feed.name}")
    except GoogleAdsException as ex:
        _handle_google_ads_exception(ex)

    feed_attr_type_enum = client.get_type("FeedAttributeTypeEnum", version="v6")
    feed_details = {}
    for feed_attribute in feed.attributes:
        name = feed_attribute.name
        feed_attr_id = feed_attribute.id
        feed_type = feed_attr_type_enum.FeedAttributeType.Name(
            feed_attribute.type
        )
        feed_details[name] = feed_attr_id
        print(f"\t{name} with id {feed_attr_id} and type {feed_type}.")

    return feed_details
add_ad_customizer.py

Perl

sub get_feed_attributes {
  my ($api_client, $customer_id, $feed_resource_name) = @_;

  my $search_query = "SELECT feed.attributes, feed.name FROM feed " .
    "WHERE feed.resource_name = '$feed_resource_name'";

  my $search_response = $api_client->GoogleAdsService()->search({
    customerId => $customer_id,
    query      => $search_query,
    pageSize   => PAGE_SIZE
  });

  my $feed         = $search_response->{results}[0]{feed};
  my $feed_details = {};
  printf "Found the following attributes for feed with name %s:\n",
    $feed->{name};

  foreach my $feed_attribute (@{$feed->{attributes}}) {
    $feed_details->{$feed_attribute->{name}} = $feed_attribute->{id};
    printf "\t'%s' with id %d and type '%s'\n", $feed_attribute->{name},
      $feed_attribute->{id}, $feed_attribute->{type};
  }
  return $feed_details;
}
add_ad_customizer.pl

You are going to use the attribute IDs later, so store them in a structure that lets you retrieve by attribute name.

Create a FeedMapping

The next step is declaring that the feed you just created is to be used for ad customizing by mapping it to the AD_CUSTOMIZER placeholder type and each of its fields to a specific AdCustomizerPlaceholderField:

Show me an example of FeedMapping creation

Java

private void createAdCustomizerMapping(
    GoogleAdsClient googleAdsClient,
    long customerId,
    String feedResourceName,
    Map<String, FeedAttribute> feedAttributes) {

  // Map the feed attributes to ad customizer placeholder fields.
  // For a full list of ad customizer placeholder fields, see
  // https://developers.google.com/google-ads/api/reference/rpc/latest/AdCustomizerPlaceholderFieldEnum.AdCustomizerPlaceholderField
  AttributeFieldMapping nameFieldMapping =
      AttributeFieldMapping.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Name").getId())
          .setAdCustomizerField(AdCustomizerPlaceholderField.STRING)
          .build();

  AttributeFieldMapping priceFieldMapping =
      AttributeFieldMapping.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Price").getId())
          .setAdCustomizerField(AdCustomizerPlaceholderField.PRICE)
          .build();

  AttributeFieldMapping dateFieldMapping =
      AttributeFieldMapping.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Date").getId())
          .setAdCustomizerField(AdCustomizerPlaceholderField.DATE)
          .build();

  FeedMapping feedMapping =
      FeedMapping.newBuilder()
          .setFeed(feedResourceName)
          // Sets the feed to the AD_CUSTOMIZER placeholder type.
          .setPlaceholderType(PlaceholderType.AD_CUSTOMIZER)
          .addAttributeFieldMappings(nameFieldMapping)
          .addAttributeFieldMappings(priceFieldMapping)
          .addAttributeFieldMappings(dateFieldMapping)
          .build();

  FeedMappingOperation feedMappingOperation =
      FeedMappingOperation.newBuilder().setCreate(feedMapping).build();

  try (FeedMappingServiceClient feedMappingServiceClient =
      googleAdsClient.getLatestVersion().createFeedMappingServiceClient()) {

    MutateFeedMappingsResponse response =
        feedMappingServiceClient.mutateFeedMappings(
            Long.toString(customerId), ImmutableList.of(feedMappingOperation));

    System.out.printf(
        "Added feed mapping with resource name %s.%n", response.getResults(0).getResourceName());
  }
}
AddAdCustomizer.java

PHP

private static function createAdCustomizerMapping(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    string $adCustomizerFeedResourceName,
    array $feedDetails
) {
    // Maps the feed attribute IDs to the field ID constants.
    $nameFieldMapping = new AttributeFieldMapping([
        'feed_attribute_id' => $feedDetails['Name'],
        'ad_customizer_field' => AdCustomizerPlaceholderField::STRING
    ]);

    $priceFieldMapping = new AttributeFieldMapping([
        'feed_attribute_id' => $feedDetails['Price'],
        'ad_customizer_field' => AdCustomizerPlaceholderField::PRICE
    ]);

    $dateFieldMapping = new AttributeFieldMapping([
        'feed_attribute_id' => $feedDetails['Date'],
        'ad_customizer_field' => AdCustomizerPlaceholderField::DATE
    ]);

    // Creates the feed mapping.
    $feedMapping = new FeedMapping([
        'placeholder_type' => PlaceholderType::AD_CUSTOMIZER,
        'feed' => $adCustomizerFeedResourceName,
        'attribute_field_mappings' => [$nameFieldMapping, $priceFieldMapping, $dateFieldMapping]
    ]);

    // Creates the operation.
    $feedMappingOperation = new FeedMappingOperation();
    $feedMappingOperation->setCreate($feedMapping);

    // Issues a mutate request to add the feed mapping.
    $feedMappingServiceClient = $googleAdsClient->getFeedMappingServiceClient();
    $response = $feedMappingServiceClient->mutateFeedMappings(
        $customerId,
        [$feedMappingOperation]
    );

    // Displays the results.
    foreach ($response->getResults() as $result) {
        printf(
            "Created feed mapping with resource name '%s'.%s",
            $result->getResourceName(),
            PHP_EOL
        );
    }
}
AddAdCustomizer.php

Python

def _create_ad_customizer_mapping(
    client, customer_id, ad_customizer_feed_resource_name, feed_details,
):
    """Creates a feed mapping for a given feed.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        ad_customizer_feed_resource_name: the resource name of the ad customizer
            feed.
        feed_details: a dict mapping feed attribute names to their IDs.
    """
    placeholder_field_enum = client.get_type(
        "AdCustomizerPlaceholderFieldEnum", version="v6"
    )

    # Map the feed attributes to ad customizer placeholder fields. For a full
    # list of ad customizer placeholder fields, see:
    # https://developers.google.com/google-ads/api/reference/rpc/latest/AdCustomizerPlaceholderFieldEnum.AdCustomizerPlaceholderField
    name_field_mapping = client.get_type("AttributeFieldMapping", version="v6")
    name_field_mapping.feed_attribute_id = feed_details["Name"]
    name_field_mapping.ad_customizer_field = placeholder_field_enum.STRING

    price_field_mapping = client.get_type("AttributeFieldMapping", version="v6")
    price_field_mapping.feed_attribute_id = feed_details["Price"]
    price_field_mapping.ad_customizer_field = placeholder_field_enum.PRICE

    date_field_mapping = client.get_type("AttributeFieldMapping", version="v6")
    date_field_mapping.feed_attribute_id = feed_details["Date"]
    date_field_mapping.ad_customizer_field = placeholder_field_enum.DATE

    feed_mapping_op = client.get_type("FeedMappingOperation", version="v6")
    feed_mapping = feed_mapping_op.create
    feed_mapping.feed = ad_customizer_feed_resource_name
    feed_mapping.placeholder_type = client.get_type(
        "PlaceholderTypeEnum", version="v6"
    ).AD_CUSTOMIZER
    feed_mapping.attribute_field_mappings.extend(
        [name_field_mapping, price_field_mapping, date_field_mapping]
    )

    feed_mapping_service = client.get_service(
        "FeedMappingService", version="v6"
    )

    try:
        response = feed_mapping_service.mutate_feed_mappings(
            customer_id, [feed_mapping_op]
        )
        for result in response.results:
            print(
                "Created feed mapping with resource name "
                f"{result.resource_name}"
            )
    except GoogleAdsException as ex:
        _handle_google_ads_exception(ex)
add_ad_customizer.py

Perl

sub create_ad_customizer_mapping {
  my (
    $api_client, $customer_id,
    $ad_customizer_feed_resource_name,
    $ad_customizer_feed_attributes
  ) = @_;

  # Map the feed attribute IDs to the field ID constants.
  my $name_field_mapping =
    Google::Ads::GoogleAds::V6::Resources::AttributeFieldMapping->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Name},
      adCustomizerField =>
        Google::Ads::GoogleAds::V6::Enums::AdCustomizerPlaceholderFieldEnum::STRING,
    });

  my $price_field_mapping =
    Google::Ads::GoogleAds::V6::Resources::AttributeFieldMapping->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Price},
      adCustomizerField =>
        Google::Ads::GoogleAds::V6::Enums::AdCustomizerPlaceholderFieldEnum::PRICE,
    });

  my $date_field_mapping =
    Google::Ads::GoogleAds::V6::Resources::AttributeFieldMapping->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Date},
      adCustomizerField =>
        Google::Ads::GoogleAds::V6::Enums::AdCustomizerPlaceholderFieldEnum::DATE,
    });

  # Create the feed mapping.
  my $feed_mapping = Google::Ads::GoogleAds::V6::Resources::FeedMapping->new({
      placeholderType => AD_CUSTOMIZER,
      feed            => $ad_customizer_feed_resource_name,
      attributeFieldMappings =>
        [$name_field_mapping, $price_field_mapping, $date_field_mapping]});

  # Create the operation.
  my $feed_mapping_operation =
    Google::Ads::GoogleAds::V6::Services::FeedMappingService::FeedMappingOperation
    ->new({
      create => $feed_mapping
    });

  # Issue a mutate request to add the feed mapping.
  my $feed_mappings_response = $api_client->FeedMappingService()->mutate({
      customerId => $customer_id,
      operations => [$feed_mapping_operation]});

  # Display the results.
  foreach my $result (@{$feed_mappings_response->{results}}) {
    printf "Created feed mapping with resource name '%s'.\n",
      $result->{resourceName};
  }
}
add_ad_customizer.pl

Create feed items

At this point you can create two different feed items, for two different product sales, that will be dynamically inserted in your expanded text ads:

Show me an example of feed item creation

Java

private List<String> createFeedItems(
    GoogleAdsClient googleAdsClient,
    long customerId,
    String feedResourceName,
    Map<String, FeedAttribute> feedAttributes) {

  List<FeedItemOperation> feedItemOperations = new ArrayList<>();

  DateTime marsDate = DateTime.now().withDayOfMonth(1).withHourOfDay(0).withMinuteOfHour(0);
  feedItemOperations.add(
      createFeedItemOperation(
          "Mars",
          "$1234.56",
          marsDate.toString("yyyyMMdd HHmmss"),
          feedResourceName,
          feedAttributes));

  DateTime venusDate = DateTime.now().withDayOfMonth(15).withHourOfDay(0).withMinuteOfHour(0);
  feedItemOperations.add(
      createFeedItemOperation(
          "Venus",
          "$1450.00",
          venusDate.toString("yyyyMMdd HHmmss"),
          feedResourceName,
          feedAttributes));

  try (FeedItemServiceClient feedItemServiceClient =
      googleAdsClient.getLatestVersion().createFeedItemServiceClient()) {
    List<String> feedItemResourceNames = new ArrayList<>();
    MutateFeedItemsResponse response =
        feedItemServiceClient.mutateFeedItems(Long.toString(customerId), feedItemOperations);

    System.out.printf("Added %d feed items:%n", response.getResultsCount());

    for (MutateFeedItemResult result : response.getResultsList()) {
      String feedItemResourceName = result.getResourceName();
      feedItemResourceNames.add(feedItemResourceName);
      System.out.printf("Added feed item with resource name %s.%n", feedItemResourceName);
    }
    return feedItemResourceNames;
  }
}
AddAdCustomizer.java

PHP

private static function createFeedItems(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    string $adCustomizerFeedResourceName,
    array $adCustomizerFeedAttributes
) {
    $feedItemOperations = [];

    $feedItemOperations[] = self::createFeedItemOperation(
        'Mars',
        '$1234.56',
        date_format(new DateTime('first day of this month'), 'Ymd His'),
        $adCustomizerFeedResourceName,
        $adCustomizerFeedAttributes
    );

    $feedItemOperations[] = self::createFeedItemOperation(
        'Venus',
        '$6543.21',
        // Set the date to the 15th of the current month.
        date_format(DateTime::createFromFormat('d', '15'), 'Ymd His'),
        $adCustomizerFeedResourceName,
        $adCustomizerFeedAttributes
    );

    // Adds the feed items.
    $feedItemServiceClient = $googleAdsClient->getFeedItemServiceClient();
    $response = $feedItemServiceClient->mutateFeedItems($customerId, $feedItemOperations);

    $feedItemResourceNames = [];
    // Displays the results.
    foreach ($response->getResults() as $result) {
        printf(
            "Created feed item with resource name '%s'.%s",
            $result->getResourceName(),
            PHP_EOL
        );
        $feedItemResourceNames[] = $result->getResourceName();
    }

    return $feedItemResourceNames;
}
AddAdCustomizer.php

Python

def _create_feed_items(
    client,
    customer_id,
    ad_customizer_feed_resource_name,
    ad_customizer_feed_attributes,
):
    """Creates two feed items to enable two different ad customizations.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        ad_customizer_feed_resource_name: the resource name of the ad customizer
            feed.
        ad_customizer_feed_attributes: a dict mapping feed attribute names to
            their IDs.

    Returns:
        A list of feed item resource name strs.
    """
    feed_item_operations = []
    feed_item_operations.append(
        _create_feed_item_operation(
            client,
            "Mars",
            "$1234.56",
            # Set the date to the 1st of the current month.
            datetime.now().replace(day=1).strftime("%Y%m%d %H%M%S"),
            ad_customizer_feed_resource_name,
            ad_customizer_feed_attributes,
        )
    )
    feed_item_operations.append(
        _create_feed_item_operation(
            client,
            "Venus",
            "$6543.21",
            # Set the date to the 15th of the current month.
            datetime.now().replace(day=15).strftime("%Y%m%d %H%M%S"),
            ad_customizer_feed_resource_name,
            ad_customizer_feed_attributes,
        )
    )

    feed_item_service = client.get_service("FeedItemService", version="v6")

    try:
        response = feed_item_service.mutate_feed_items(
            customer_id, feed_item_operations
        )
        return [feed_item.resource_name for feed_item in response.results]
    except GoogleAdsException as ex:
        _handle_google_ads_exception(ex)
add_ad_customizer.py

Perl

sub create_feed_items {
  my (
    $api_client, $customer_id,
    $ad_customizer_feed_resource_name,
    $ad_customizer_feed_attributes
  ) = @_;

  my $feed_item_operations = [];

  my ($sec, $min, $hour, $mday, $mon, $year) = localtime(time);

  push @$feed_item_operations,
    create_feed_item_operation(
    "Mars",
    '$1234.56',
    strftime("%Y%m%d %H%M%S", localtime(mktime(0, 0, 0, 1, $mon, $year))),
    $ad_customizer_feed_resource_name,
    $ad_customizer_feed_attributes
    );

  push @$feed_item_operations, create_feed_item_operation(
    "Venus",
    '$6543.21',
    # Set the date to the 15th of the current month.
    strftime("%Y%m%d %H%M%S", localtime(mktime(0, 0, 0, 15, $mon, $year))),
    $ad_customizer_feed_resource_name,
    $ad_customizer_feed_attributes
  );

  # Add the feed items.
  my $feed_items_response = $api_client->FeedItemService()->mutate({
    customerId => $customer_id,
    operations => $feed_item_operations
  });

  my $feed_item_resource_names = [];
  # Displays the results.
  foreach my $result (@{$feed_items_response->{results}}) {
    printf "Created feed item with resource name '%s'.\n",
      $result->{resourceName};
    push @$feed_item_resource_names, $result->{resourceName};
  }

  return $feed_item_resource_names;
}
add_ad_customizer.pl

The helper function creates a FeedItemOperation object and sets the value of each feed attribute:

Show me the helper function that creates FeedItemOperation objects

Java

private FeedItemOperation createFeedItemOperation(
    String name,
    String price,
    String date,
    String feedResourceName,
    Map<String, FeedAttribute> feedAttributes) {
  FeedItemAttributeValue nameAttributeValue =
      FeedItemAttributeValue.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Name").getId())
          .setStringValue(name)
          .build();

  FeedItemAttributeValue priceAttributeValue =
      FeedItemAttributeValue.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Price").getId())
          .setStringValue(price)
          .build();

  FeedItemAttributeValue dateAttributeValue =
      FeedItemAttributeValue.newBuilder()
          .setFeedAttributeId(feedAttributes.get("Date").getId())
          .setStringValue(date)
          .build();

  FeedItem feedItem =
      FeedItem.newBuilder()
          .setFeed(feedResourceName)
          .addAttributeValues(nameAttributeValue)
          .addAttributeValues(priceAttributeValue)
          .addAttributeValues(dateAttributeValue)
          .build();

  return FeedItemOperation.newBuilder().setCreate(feedItem).build();
}
AddAdCustomizer.java

PHP

private static function createFeedItemOperation(
    string $name,
    string $price,
    string $date,
    string $adCustomizerFeedResourceName,
    array $adCustomizerFeedAttributes
) {
    $nameAttributeValue = new FeedItemAttributeValue([
        'feed_attribute_id' => $adCustomizerFeedAttributes['Name'],
        'string_value' => $name
    ]);

    $priceAttributeValue = new FeedItemAttributeValue([
        'feed_attribute_id' => $adCustomizerFeedAttributes['Price'],
        'string_value' => $price
    ]);

    $dateAttributeValue = new FeedItemAttributeValue([
        'feed_attribute_id' => $adCustomizerFeedAttributes['Date'],
        'string_value' => $date
    ]);

    $feedItem = new FeedItem([
        'feed' => $adCustomizerFeedResourceName,
        'attribute_values' => [$nameAttributeValue, $priceAttributeValue, $dateAttributeValue]
    ]);

    $feedItemOperation = new FeedItemOperation();
    $feedItemOperation->setCreate($feedItem);

    return $feedItemOperation;
}
AddAdCustomizer.php

Python

def _create_feed_item_operation(
    client,
    name,
    price,
    date,
    ad_customizer_feed_resource_name,
    ad_customizer_feed_attributes,
):
    """Creates a FeedItemOperation.

    Args:
        client: an initialized GoogleAdsClient instance.
        name: a str value for the name attribute of the feed_item
        price: a str value for the price attribute of the feed_item
        date: a str value for the date attribute of the feed_item
        ad_customizer_feed_resource_name: the resource name of the ad customizer
            feed.
        ad_customizer_feed_attributes: a dict mapping feed attribute names to
            their IDs.

    Returns:
        A FeedItemOperation that creates a FeedItem
    """
    name_attr_value = client.get_type("FeedItemAttributeValue", version="v6")
    name_attr_value.feed_attribute_id = ad_customizer_feed_attributes["Name"]
    name_attr_value.string_value = name

    price_attr_value = client.get_type("FeedItemAttributeValue", version="v6")
    price_attr_value.feed_attribute_id = ad_customizer_feed_attributes["Price"]
    price_attr_value.string_value = price

    date_attr_value = client.get_type("FeedItemAttributeValue", version="v6")
    date_attr_value.feed_attribute_id = ad_customizer_feed_attributes["Date"]
    date_attr_value.string_value = date

    feed_item_op = client.get_type("FeedItemOperation", version="v6")
    feed_item = feed_item_op.create
    feed_item.feed = ad_customizer_feed_resource_name
    feed_item.attribute_values.extend(
        [name_attr_value, price_attr_value, date_attr_value]
    )

    return feed_item_op
add_ad_customizer.py

Perl

sub create_feed_item_operation {
  my (
    $name, $price, $date,
    $ad_customizer_feed_resource_name,
    $ad_customizer_feed_attributes
  ) = @_;

  my $name_attribute_value =
    Google::Ads::GoogleAds::V6::Resources::FeedItemAttributeValue->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Name},
      stringValue     => $name
    });

  my $price_attribute_value =
    Google::Ads::GoogleAds::V6::Resources::FeedItemAttributeValue->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Price},
      stringValue     => $price
    });

  my $date_attribute_value =
    Google::Ads::GoogleAds::V6::Resources::FeedItemAttributeValue->new({
      feedAttributeId => $ad_customizer_feed_attributes->{Date},
      stringValue     => $date
    });

  my $feed_item = Google::Ads::GoogleAds::V6::Resources::FeedItem->new({
      feed => $ad_customizer_feed_resource_name,
      attributeValues =>
        [$name_attribute_value, $price_attribute_value, $date_attribute_value]}
  );

  return
    Google::Ads::GoogleAds::V6::Services::FeedItemService::FeedItemOperation->
    new({
      create => $feed_item
    });
}
add_ad_customizer.pl

Set up feed item targeting

To be sure that the items will be fetched only for a specific ad group, their targeting can be restricted by creating a FeedItemTarget that binds a feed item to an ad group:

Show me an example of feed item targeting setup

Java

private void createFeedItemTargets(
    GoogleAdsClient googleAdsClient,
    long customerId,
    List<Long> adGroupIds,
    List<String> feedItemResourceNames) {

  // Bind each feed item to a specific ad group to make sure it will only be used to customize
  // ads inside that ad group; using the feed item elsewhere will result in an error.
  for (int i = 0; i < feedItemResourceNames.size(); i++) {
    String feedItemResourceName = feedItemResourceNames.get(i);
    Long adGroupId = adGroupIds.get(i);

    FeedItemTarget feedItemTarget =
        FeedItemTarget.newBuilder()
            .setAdGroup(ResourceNames.adGroup(customerId, adGroupId))
            .setFeedItem(feedItemResourceName)
            .build();

    FeedItemTargetOperation feedItemTargetOperation =
        FeedItemTargetOperation.newBuilder().setCreate(feedItemTarget).build();

    try (FeedItemTargetServiceClient feedItemTargetServiceClient =
        googleAdsClient.getLatestVersion().createFeedItemTargetServiceClient()) {

      MutateFeedItemTargetsResponse response =
          feedItemTargetServiceClient.mutateFeedItemTargets(
              Long.toString(customerId), ImmutableList.of(feedItemTargetOperation));

      String feedItemTargetResourceName = response.getResults(0).getResourceName();
      System.out.printf(
          "Added feed item target with resource name '%s'.%n", feedItemTargetResourceName);
    }
  }
}
AddAdCustomizer.java

PHP

private static function createFeedItemTargets(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    array $adGroupIds,
    array $feedItemResourceNames
) {
    // Bind each feed item to a specific ad group to make sure it will only be used to customize
    // ads inside that ad group; using the feed item elsewhere will result in an error.
    for ($i = 0; $i < count($feedItemResourceNames); $i++) {
        $feedItemResourceName = $feedItemResourceNames[$i];
        $adGroupId = $adGroupIds[$i];

        $feedItemTarget = new FeedItemTarget([
            'feed_item' => $feedItemResourceName,
            'ad_group' => ResourceNames::forAdGroup($customerId, $adGroupId)
        ]);

        // Creates the operation.
        $feedItemTargetOperation = new FeedItemTargetOperation();
        $feedItemTargetOperation->setCreate($feedItemTarget);

        // Issues a mutate request to add the feed item target.
        $feedItemTargetServiceClient = $googleAdsClient->getFeedItemTargetServiceClient();
        $feedItemTargetResponse = $feedItemTargetServiceClient->mutateFeedItemTargets(
            $customerId,
            [$feedItemTargetOperation]
        );

        $feedItemTargetResourceName =
            $feedItemTargetResponse->getResults()[0]->getResourceName();
        printf(
            "Added feed item target with resource name '%s'.%s",
            $feedItemTargetResourceName,
            PHP_EOL
        );
    }
}
AddAdCustomizer.php

Python

def _create_feed_item_targets(
    client, customer_id, ad_group_ids, feed_item_resource_names
):
    """Restricts the feed items to work only with a specific ad group.

    This prevents the feed items from being used elsewhere and makes sure they
    are used only for customizing a specific ad group.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        ad_group_ids: a list of ad group IDs.
        feed_item_resource_names: a list of feed item resource name strs.
    """
    ad_group_service = client.get_service("AdGroupService", version="v6")
    feed_item_target_service = client.get_service(
        "FeedItemTargetService", version="v6"
    )
    # Bind each feed item to a specific ad group to make sure it will only be
    # used to customize ads inside that ad group; using the feed item elsewhere
    # will result in an error.
    for i, resource_name in enumerate(feed_item_resource_names):
        ad_group_id = ad_group_ids[i]

        feed_item_target_op = client.get_type(
            "FeedItemTargetOperation", version="v6"
        )
        feed_item_target = feed_item_target_op.create
        feed_item_target.feed_item = resource_name
        feed_item_target.ad_group = ad_group_service.ad_group_path(
            customer_id, ad_group_id
        )

        try:
            response = feed_item_target_service.mutate_feed_item_targets(
                customer_id, [feed_item_target_op]
            )
            print(
                "Added feed item target with resource name "
                f"{response.results[0].resource_name}"
            )
        except GoogleAdsException as ex:
            _handle_google_ads_exception(ex)
add_ad_customizer.py

Perl

sub create_feed_item_targets {
  my ($api_client, $customer_id, $ad_group_ids, $feed_item_resource_names) = @_;

  # Bind each feed item to a specific ad group to make sure it will only be used
  # to customize ads inside that ad group; using the feed item elsewhere will
  # result in an error.
  for (my $i = 0 ; $i < scalar @$feed_item_resource_names ; $i++) {
    my $feed_item_resource_name = $feed_item_resource_names->[$i];
    my $ad_group_id             = $ad_group_ids->[$i];

    my $feed_item_target =
      Google::Ads::GoogleAds::V6::Resources::FeedItemTarget->new({
        feedItem => $feed_item_resource_name,
        adGroup  => Google::Ads::GoogleAds::V6::Utils::ResourceNames::ad_group(
          $customer_id, $ad_group_id
        )});

    # Create the operation.
    my $feed_item_target_operation =
      Google::Ads::GoogleAds::V6::Services::FeedItemTargetService::FeedItemTargetOperation
      ->new({
        create => $feed_item_target
      });

    # Issue a mutate request to add the feed item target.
    my $feed_item_targets_response =
      $api_client->FeedItemTargetService()->mutate({
        customerId => $customer_id,
        operations => [$feed_item_target_operation]});

    my $feed_item_target_resource_name =
      $feed_item_targets_response->{results}[0]{resourceName};
    printf "Added feed item target with resource name '%s'.\n",
      $feed_item_target_resource_name;
  }
}
add_ad_customizer.pl

Feed item targets can restrict feed items to be fetched for several different resource types, like campaigns, ad groups, keywords, devices and locations: to see the complete list of possible resources that a feed item can target, see the FeedItemTarget resource.

Use the feed in an ad

Once the feed is set up, you can reference it from any ad in the system.

When setting up an ad, you reference a feed and its attributes by name, not by ID. This is different from the other steps, where you use the system-generated IDs.

The syntax for inserting a custom value from a feed is {=FeedName.AttributeName}. If you want to specify a default value, the syntax would be {=FeedName.AttributeName:default value}. For example, using our feed above, if you want to insert the price of an object in the string with a default of $10, use {=AdCustomizerFeed.Price:$10}:

Show me an example of how to use the feed to customize ads

Java

private void createAdsWithCustomizations(
    GoogleAdsClient googleAdsClient, long customerId, List<Long> adGroupIds, String feedName) {

  // Creates an expanded text ad using the feed attribute names as placeholders.
  ExpandedTextAdInfo expandedTextAdInfo =
      ExpandedTextAdInfo.newBuilder()
          .setHeadlinePart1(String.format("Luxury cruise to {=%s.Name}", feedName))
          .setHeadlinePart2(String.format("Only {=%s.Price}", feedName))
          .setDescription(String.format("Offer ends in {=countdown(%s.Date)}!", feedName))
          .build();

  Ad ad =
      Ad.newBuilder()
          .setExpandedTextAd(expandedTextAdInfo)
          .addFinalUrls("http://www.example.com")
          .build();

  List<AdGroupAdOperation> adGroupAdOperations = new ArrayList<>();

  // Creates the same ad in all ad groups. When they serve, they will show different values,
  // since they match different feed items.
  for (Long adGroupId : adGroupIds) {
    AdGroupAd adGroupAd =
        AdGroupAd.newBuilder()
            .setAd(ad)
            .setAdGroup(ResourceNames.adGroup(customerId, adGroupId))
            .build();

    AdGroupAdOperation adGroupAdOperation =
        AdGroupAdOperation.newBuilder().setCreate(adGroupAd).build();

    adGroupAdOperations.add(adGroupAdOperation);
  }

  try (AdGroupAdServiceClient adGroupAdServiceClient =
      googleAdsClient.getLatestVersion().createAdGroupAdServiceClient()) {

    MutateAdGroupAdsResponse response =
        adGroupAdServiceClient.mutateAdGroupAds(Long.toString(customerId), adGroupAdOperations);

    System.out.printf("Added %d ads:%n", response.getResultsCount());
    for (MutateAdGroupAdResult result : response.getResultsList()) {
      System.out.printf("Added an ad with resource name '%s'.%n", result.getResourceName());
    }
  }
}
AddAdCustomizer.java

PHP

private static function createAdsWithCustomizations(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    array $adGroupIds,
    string $feedName
) {
    $expandedTextAdInfo = new ExpandedTextAdInfo([
        'headline_part1' => "Luxury cruise to {=$feedName.Name}",
        'headline_part2' => "Only {=$feedName.Price}",
        'description' => "Offer ends in {=countdown($feedName.Date)}!"
    ]);

    $ad = new Ad([
        'expanded_text_ad' => $expandedTextAdInfo,
        'final_urls' => ['http://www.example.com']
    ]);

    $adGroupAdOperations = [];

    foreach ($adGroupIds as $adGroupId) {
        $adGroupAd = new AdGroupAd([
            'ad' => $ad,
            'ad_group' => ResourceNames::forAdGroup($customerId, $adGroupId)
        ]);

        $adGroupAdOperation = new AdGroupAdOperation();
        $adGroupAdOperation->setCreate($adGroupAd);

        $adGroupAdOperations[] = $adGroupAdOperation;
    }

    // Issues a mutate request to add the ads.
    $adGroupAdServiceClient = $googleAdsClient->getAdGroupAdServiceClient();
    $adGroupAdResponse = $adGroupAdServiceClient->mutateAdGroupAds(
        $customerId,
        $adGroupAdOperations
    );

    printf('Added %d ads:%s', count($adGroupAdResponse->getResults()), PHP_EOL);
    foreach ($adGroupAdResponse->getResults() as $result) {
        printf("Added an ad with resource name '%s'.%s", $result->getResourceName(), PHP_EOL);
    }
}
AddAdCustomizer.php

Python

def _create_ads_with_customizations(
    client, customer_id, ad_group_ids, feed_name
):
    """Creates expanded text ads that use the ad customizer feed.

    The expanded text ads use the ad customizer feed to populate the
    placeholders.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        ad_group_ids: a list of ad group IDs.
        feed_name: the name of the feed to create.
    """
    ad_group_service = client.get_service("AdGroupService", version="v6")
    ad_group_ad_service = client.get_service("AdGroupAdService", version="v6")
    ad_group_ad_operations = []

    for ad_group_id in ad_group_ids:
        ad_group_ad_operation = client.get_type(
            "AdGroupAdOperation", version="v6"
        )
        ad_group_ad = ad_group_ad_operation.create
        ad_group_ad.ad_group = ad_group_service.ad_group_path(
            customer_id, ad_group_id
        )
        ad_group_ad.ad.final_urls.append("http://www.example.com")
        ad_group_ad.ad.expanded_text_ad.headline_part1 = (
            f"Luxury cruise to {{={feed_name}.Name}}"
        )
        ad_group_ad.ad.expanded_text_ad.headline_part2 = (
            f"Only {{={feed_name}.Price}}"
        )
        # See this documentation for an explanation of how countdown ad
        # customizers work: https://support.google.com/google-ads/answer/6193743?hl=en
        ad_group_ad.ad.expanded_text_ad.description = (
            f"Offer ends in {{=countdown({feed_name}.Date)}}!"
        )
        ad_group_ad_operations.append(ad_group_ad_operation)

    try:
        response = ad_group_ad_service.mutate_ad_group_ads(
            customer_id, ad_group_ad_operations
        )
        print(f"Added {len(response.results)} ads:")
        for ad in response.results:
            print(f"Added an ad with resource name {ad.resource_name}")
    except GoogleAdsException as ex:
        _handle_google_ads_exception(ex)
add_ad_customizer.py

Perl

sub create_ads_with_customizations {
  my ($api_client, $customer_id, $ad_group_ids, $feed_name) = @_;

  my $expanded_text_ad_info =
    Google::Ads::GoogleAds::V6::Common::ExpandedTextAdInfo->new({
      headlinePart1 => "Luxury cruise to {=$feed_name.Name}",
      headlinePart2 => "Only {=$feed_name.Price}",
      description   => "Offer ends in {=countdown($feed_name.Date)}!"
    });

  my $ad = Google::Ads::GoogleAds::V6::Resources::Ad->new({
      expandedTextAd => $expanded_text_ad_info,
      finalUrls      => ["http://www.example.com"]});

  my $ad_group_ad_operations = [];
  foreach my $ad_group_id (@$ad_group_ids) {
    my $ad_group_ad = Google::Ads::GoogleAds::V6::Resources::AdGroupAd->new({
        ad      => $ad,
        adGroup => Google::Ads::GoogleAds::V6::Utils::ResourceNames::ad_group(
          $customer_id, $ad_group_id
        )});

    push @$ad_group_ad_operations,
      Google::Ads::GoogleAds::V6::Services::AdGroupAdService::AdGroupAdOperation
      ->new({
        create => $ad_group_ad
      });
  }

  # Issue a mutate request to add the ads.
  my $ad_group_ads_response = $api_client->AdGroupAdService()->mutate({
    customerId => $customer_id,
    operations => $ad_group_ad_operations
  });

  my $ad_group_ad_results = $ad_group_ads_response->{results};
  printf "Added %d ads:\n", scalar @$ad_group_ad_results;
  foreach my $ad_group_ad_result (@$ad_group_ad_results) {
    printf "Added an ad with resource name '%s'.\n",
      $ad_group_ad_result->{resourceName};
  }
}
add_ad_customizer.pl

The references to the feed with name FeedName are populated at serving time with matching data from a feed item within that feed that is targeted to match the current ad group. The ad won't serve if no match is found.

Note: All feed references in a given ad must refer to the same feed. Feed names and feed attribute names must have colons escaped with a backslash.

The API validates ads that include references to ad customizers: If no feed with the specified name is mapped to the ad placeholder type, or no attribute with a specified name exists in the feed, the ad is rejected.

If you change the name of a feed when ads are referencing it, the ads are automatically updated to reference the new feed name. If you delete a feed when ads are referencing it, those ads will no longer serve.

Note: If you don't have a default value, you must have an ad in each ad group that doesn't use ad customization parameters, so the system has a backup ad to use in case nothing in the feed matches, or if the instantiated text exceeds character limits. If no such ad exists, none of the ads using customizers in that ad group will serve.

Ads using customizers are subject to approvals just like any other ads. Feed items and ads can both be disapproved separately, though disapproval of either will prevent the ad from serving. In rare cases where each is individually fine, but the combination of the two is a violation, the ad will be disapproved to prevent serving.

Using countdowns

The COUNTDOWN function lets you dynamically change the way you display a date field so it shows how much time (days, hours) is left.

For example, the description of the ad example above is set to 'Offer ends in {=COUNTDOWN(feedName.Date)}!' At serve time, the ad will show "Offer ends in 5 days!" or "Offer ends in 4 hours!" based on the time left.

Once the date specified in the countdown is past, the ad will no longer serve until the date is updated again.

The countdown function takes three arguments, but only the first is required:

• timestamp: The date to which you are counting down. This value can be a reference to a feed attribute or a specific date literal.
• language: The localization in which the countdown should be displayed. If unspecified, this defaults to en-US.
• days_before: The number of days before the timestamp that this ad can start serving. For example, if it's 6 days before the specified time, but this field is set to 5, the ad won't serve. If unspecified, no restrictions are added.

For instance, you could use {=COUNTDOWN(AdCustomizerFeed.Date, 'es', 3)} to change the language to Spanish, and restrict the ad so it doesn't appear in search results until 3 days before the date specified.

The COUNTDOWN function counts down to an event in the timezone of the user making the query. A variant of COUNTDOWN, called GLOBAL_COUNTDOWN, counts down to a specific time in your account's time zone. GLOBAL_COUNTDOWN takes all the same parameters as COUNTDOWN.

Using IF functions

For an easier way to customize your ads, IF functions let you insert a customized message in your ad based on who is searching and what device they're searching on, all without using a feed. The default text is optional.

Dimension	Criteria	Syntax	Example
device	mobile	{=IF(device=mobile,text to insert):optional default text}	{=IF(device=mobile,"Quick, Easy, Mobile Booking"):"Best price guarantee"}
audience	Any valid user list name in your account (if list name matches multiple lists in advertiser account, we will randomly pick any)	{=IF(audience IN (userlist1,userlist2),text to insert):optional default text}	{=IF(audience IN (returning visitors,cart abandoners),30%):25%}