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.

For example, if you create an ad with the following title:
Buy {param1:a} {keyword:shirt} for {param2:half off}
the ad can display any of the following titles:

  • Buy 2 sweaters for $30 if a customer's query matches the sweaters keyword

  • Buy 2 jackets for $50 if a customer's query matches the jackets keyword

  • Buy a shirt for half off if a customer's query matches other keywords

How does it work?

Keywords are made up of several required properties, such as keyword text, match type, and landing page URL, along with optional properties, such as param 1 and param 2. For example:

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 -- --

If you add {param1:default value} and {param2:default value} to your ad text, when a customer's query matches a keyword that provides a value for its Param 1 and Param 2 properties, the engine uses 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}, the engine uses the keyword that matched the customer's query, unless the keyword would make the ad text too long.

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.

Requirements

  • AdWords: You can add up to 2 parameters named {param1} or {param2}. The parameter values can contain only numbers and a few other characters (such as $, %, or USD). The 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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