Use text parameters in ads

About text parameters in ads

In AdWords, Bing Ads, and Yahoo! Gemini, you can use text parameters to dynamically change ad text based on the keyword that matches a customer's query. To use this feature, you include a placeholder in your ad copy and specify a value for the placeholder when you create or edit keywords.

A customized ad is more likely to appeal to potential customers because it's more relevant to their search queries. Ad parameters also allow updates to ads without having to go through the engine’s validation and approval process. In addition, ad parameters can save time if you want to update multiple ads throughout your campaign quickly.

​Placeholders in your ad copy look like this: {param1:default value} and {param2:default value}. When a customer's query matches a keyword that provides a value for its Param 1 and Param 2 properties, the engine substitutes the value from the keyword's properties when it serves the ad. If the keyword doesn't provide a value for the properties, the engine uses the default value you define.

If you add {keyword:default value} to your ad copy, the engine substitutes the keyword that matched the customer's query. If the keyword would make the ad text too long, the engine uses the default value instead.

Example

A retailer is running a sale on apparel and creates an ad group with the following keywords:​

Keyword Match type Landing page Param 1 Param 2
sweaters broad https://example.com/sweaters 2 $30
jackets broad https://example.com/jackets 2 $50
t-shirt broad https://example.com/tshirt -- --

Notice that for the sweaters and jackets keywords, the retailer specified values for two optional properties: Param 1 and Param 2. The t-shirt keyword doesn't specify values for Param 1 or Param 2.

The retailer wants the ad's Headline 2 to vary depending on which keyword matches the customer's query, so the retailer specifies the following Headline 2:
Buy {param1:a} {keyword:shirt} for {param2:half off}

Example of text parameters in ad copy

The Headline 2 that the customer sees depends on which keyword matches the customer's query:

  • If a customer's query matches the sweaters keyword:
    Because the sweaters keyword specified values for Param 1 and Param 2, the search engine substitutes keyword's parameter values (2 and $30) when it serves the ad. In addition, because the overall length of Headline 2 after substituting the parameter values is within the maximum, the engine substitutes the value of the keyword itself. Here's the result:
    Buy 2 sweaters for $30

  • If a customer's query matches the jackets keyword:
    Because the jackets keyword specified values for Param 1 and Param 2, the search engine substitutes keyword's parameter values (2 and $50) when it serves the ad. In addition, because the overall length of Headline 2 after substituting the parameter values is within the maximum, the engine substitutes the value of the keyword itself. Here's the result:
    Buy 2 jackets for $50

  • If a customer's query matches the t-shirt keyword:
    Because the t-shirts keyword did not specify values for Param 1 and Param 2, the search engine uses the default values specified in Headline 2 ("a" and "half off") when it serves the ad. Because the overall length of Headline 2 after substituting the parameter values is within the maximum, the engine substitutes the value of the keyword itself. Here's the result:
    Buy a t-shirt for half off

Requirements

  • AdWords: You can add up to 2 parameters named {param1} or {param2}. The parameter values can contain only numbers and optionally the following characters:
    • Can use , or . as a separator, with an optional . or , (respectively) for fractional values. For example, 1,000,000.00 and 2.000.000,10 are valid.
    • Can be prepended or appended with a currency symbol. For example, $99.99 and 200£ are valid.
    • Can be prepended or appended with a currency code. For example, 99.99USD and EUR200 are valid.
    • Can use %. For example, 1.0% and 1,0% are valid.
    • Can use + or -. For example, -10.99 and 25+ are valid.
    • Can use / between two numbers. For example 4/1 and 0.95/0.45 are valid.

    The parameter's default values can specify any alphanumeric characters. You can also add the {keyword} parameter, with variations in capitalization, to output the text of the keyword that matched the customer query.

  • Bing Ads: You can add 2 parameters named {param2} or {param3}. The parameter values and default values can contain any alphanumeric characters.
    You can also add the {keyword} parameter, with variations in capitalization, to output the text of the keyword that matched the customer query.
  • Yahoo! Gemini: You can add 3 parameters named {param1}, {param2}, or {param3}. {param1} values can contain up to 1022 characters. {param2} and {param3} can contain up to 70 characters. Learn more about the parameters and how to set the values in Yahoo! Gemini Help.
Note: You are required to specify a default value for each parameter to ensure that your ad displays. For example, if a parameter value is blank or causes one of the lines of the ad to exceed the character limits, your ad will display with the default value instead.
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