Create personalised ads for Google Ads with 3rd Party Tags

Right message to the right people at the right time

Yes, I know it’s a cliche, but as a marketer, that’s my goal: delivering the right message to the right people at the right time. I think of it as the core of impactful campaigns.

And here’s the reason for it: 95% of buyers aren’t actively in the market. So, it’s only for the 5% who are ready to buy and those actively researching and considering their options, where I’ll take a more “Buy Now”-approach. The remaining 95% of buyers need different messaging.

It’s a simple shift that means thinking carefully about what messaging each audience sees, depending on where they are in the funnel. Top-funnel audiences need a taste of what our brand is about, while bottom-funnel audiences are primed for a more direct, “Buy Now” approach.

This is where I personally find personalisation truly powerful. The more data I have, the more tailored I can make my approach. And it is not just about putting a “Buy now” CTA on your bottom-funnel ads to people who have looked at your product x3 times.  There is so much more to it, and in fact, it holds a huge potential ready to be exploited. 

For bigger retailers, especially those with thousands of customers, I see huge potential in focusing on getting past buyers to purchase again - re-engaging them is more cost-effective and requires less effort than converting someone new. 

That’s why, when focusing on re-engagement, my first move is to look beyond ROAS and dig into metrics like Customer Lifetime Value and Repeat Purchase Rates - the real game-changers.

Secondly, and most importantly, it’s all about delivering the right message and products in a way that stands out. Google tells us that 70% of ad effectiveness comes down to creativity. So, the days of creating and sending just one or two ad packages to your media agency won’t cut it if you want to succeed.

Personalisation is not just about bottom-funnel, conversion-focused retargeting, but can also be used to creatively showcase the right messages and products.

Work with your target audience as tailored as you can for each step of the funnel - and don’t forget them after becoming customers.

Now, I’m sure you’re already brainstorming ad types to set up on your Meta account. Hold that thought for a second, though - I have another media channel in mind where I’m 100% sure you’re not tapping into your full potential.

I’m talking about display ads. Not the sexiest of topics, right? But they can actually be pretty exciting!

Let me break down what you might be missing within Google Ads’ Display Network 👇

All marketers know the limitations of Google Display Network…

I’ll admit, I’m biased, but there’s something about Responsive Display Ads that just gives me the ick. Don’t get me wrong—I’ve used them before, especially when looking for an easy, quick solution. Letting Google do the heavy lifting with minimal setup time and auto-generated ad variations is convenient. But here’s the question we should all be asking ourselves: “Are we really doing something great for our brand with these ads?”

Compared to options on DV360, Adform, or other DSPs, Google Ads’ Display Network definitely has its limits. But most advertisers aren’t at a place where a full DSP setup makes sense, so they turn to Google Ads for display. Then come the roadblocks: max file size of 150kb, no video, limited placement control… sound familiar?

But what if I told you there’s a way to break through those limitations?

Enter: 3rd party tags for Google Ads.

Why you should use 3rd Party Tags for Google Ads

Using third-party tags in Google Ads unlocks a whole new level of creative freedom and technical perks:

• Video Integration: Increase engagement with high-quality videos in your display ads, adding a visual punch that static images just can’t match.
• Dynamic Content: Personalise user experiences with dynamic elements, tailoring the message to your audience in real-time.
• Live-Edit: Keep your ads fresh by updating content in real-time, giving you the flexibility to adapt to changes or new insights on the fly.
• Larger File Sizes: With support for creatives up to 2.2MB, you’re no longer limited to basic visuals. Think high-res graphics, animations, and interactivity that truly captivate.
• Enhanced Retargeting: Use in-depth behavioural data collected via third-party tags to serve personalised ads that resonate with users.

This flexibility empowers advertisers to push creative boundaries and deliver far more impactful ad experiences to their audiences.

Zuuvi have switched up all our display ads to be 3rd Party Tags and this is how one of our ads looks like today:

How to set up 3rd party tags

Let’s skip to the good part. I promise you that this is not as difficult as it sounds.

Essentially, all you have to do is the following:

• Create your ad creative
  Be as creative as possible - remember: 70% of your ads success depends on the creative…
• Prepare your spreadsheet
  Fill in the key columns of the template that you’ll find right here, and save it as a xlsx file.
• Complete the Google Ads Form

Head over to the Google Ads form for your campaign setup.

That’s it - form submitted, and you’re good to go!

This is a super short guide on how to do it. If you’d like a slightly more detailed guide, here’s one for you.

So there you have it! With the right messaging and a dash of creativity, you can take your display ads to a whole new level. Using third-party tags allows you to break free from standard limitations, bringing your brand's unique message to the forefront. And I’ll mention it one last time. Remember to be creative - 70% of your ads’ success depends on it!