This article describes how to:
- Identify locations in templates where you can use custom columns to create dynamic content.
- Configure custom columns in templates using the pop-up formula dialog and as text.
Note: In a future version of the new Search Ads 360, you’ll be able to use Custom Dimensions in templates.
Dynamic content in templates
Within templates, you can define dynamic content using template custom columns. See About custom columns in templates and Configure custom columns in templates. During the template setup process, these dynamic settings are identified by the adjacent icons.
Custom columns consist of formulas constructed from a variety of possible building blocks:
- Static text
- Feed columns (including feed custom columns)
- Functions (function types include logic, text, arithmetic, conversion, date, and aggregation)
- Numbers
- Standard mathematical operators
Example formulas based on the following feed are provided in this article.
"Flights" feed table
In this example, the "Flights" feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.
Example Airways operates two brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
| Feed column name | Column description | Column value example 1 | Column value example 2 |
|---|---|---|---|
| "product_id" | Flight origin airport international air transport association (IATA) code –destination airport IATA code | CDG-LHR | SEA-CDG |
| "brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
| "availability" | Flight ticket availability | Available | Not available |
| "seats_left" | Number of unsold seats on the flight | 11 | 0 |
| "origin_iata" | Flight origin airport’s IATA code | CDG | SEA |
| "origin_name" | Flight departure location | Paris | Seattle |
| "origin_country" | Flight origin country’s name | France | USA |
| "destination _iata" |
Flight destination airport´s IATA code | LHR | CDG |
| "destination_name" | Flight destination´s name | London | Paris |
| "destination_country" | Flight destination country’s name | UK | France |
| "price_usd" | The flight price in US dollars | 400 | 900 |
When ad group parents (rather than ad group template parents) are applied during responsive search ad (RSA) template setup, specific differences apply during configuration and generation compared to RSA templates that use ad group template parents attached to feeds:
- There is no feed.
The data used in the new RSA template is the data used in the parent ad group and items associated with it, so there's no feed to select. You can see the data source that's applied during template setup, but you can't edit it. - There is no multiplier.
No multiplier needs to be defined, so you won't see this during template setup.
- You can select any standard ad groups from search campaigns in client accounts in the supported, serving advertising platforms.
- You can select all ad groups that meet the filter that you define.
- You can edit the ad group parent list when editing the RSA template, but you can't switch to an ad group template parent.
- From the "Attributes" sub-menu:
- "Campaign name", "Ad group name", "Daily budget", "Max. CPC", "Campaign status", "Ad group status". These attributes are always present for selection. You can configure RSA templates using them even when the "Custom Columns" and "Custom Dimensions" sub-menus are empty.
- From the "Custom Columns" sub-menu:
- Any custom columns at the current sub-manager level, excluding feed-based custom columns.
- From the "Custom Dimensions" sub-menu:
- Any custom dimensions at the current sub-manager level. Manager-level custom dimensions are not shown.
- The RSA template you set up generates RSAs in any type of supported client account that you're working within.
The following table describes, per template type, where you can create dynamic content using custom columns, and provides an example for each dynamic setting based on a flights feed scenario:
| Template type | Dynamic content locations | Flights example custom column formulas |
|---|---|---|
| Campaign | Stage 1 "Template settings" | |
|
Campaigns are paused when the condition "no seats left" is matched:
|
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| Stage 2 "Campaign settings" | ||
|
Campaign entities are generated for each unique combination of brand and origin_country in the feed.
Brand, origin_country, and destination_country become the campaign multiplier used to scale campaign creation. For each unique brand, origin_country, and destination_country combination, a campaign is generated. Example output:
If the option to Create all keywords in match-type specific campaigns is selected in Stage 1 "Template settings", and only the keyword match types "broad" and "exact" are used, the campaign names generated would be:
|
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This could be a static numerical value, for example, 100. It could also be based on a formula. In this example, the
|
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| "Campaign URL options" | ||
|
For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
Example output:
Another option is to simply leave this blank, leaving a tracking template set at a lower level in the template hierarchy to take precedence as the tracking URL. URLs must start with http:// or https://. This URL uses existing advertising platform parameters; in this case for Google Ads. Custom settings based on advertising platform or selected client accounts can be used. See Apply custom settings. |
|
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| Ad group | Stage 1 "Template Settings" | |
|
Ad groups are paused when the condition "no_seats_left" is matched:
|
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| Stage 2 "Ad group settings" | ||
|
The brand/origin_name/destination_name columns become the ad group multiplier used to scale ad group creation. An ad group is created for each unique value combination generated. Example output:
If the option to Create all keywords in match-type specific ad groups is selected in Stage 1 "Template settings", and only the keyword match types "broad" and "exact" are used, the ad group names generated would be:
|
|
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This could be a static numerical value, for example, 2.5.
It could also be based on a formula. In this example, the
Custom settings can be used. See Apply custom settings. |
|
| "Ad group URL options" | ||
|
For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
Example output:
Another option is to simply leave this blank, leaving a tracking template set at a lower level in the template hierarchy to take precedence as the tracking URL. URLs must start with http:// or https:// (recommended). The brand/origin_country columns become the ad group URL multiplier used to scale ad group URL creation. An ad group URL tracking template is created for each unique value combination generated. This URL uses existing advertising platform parameters (in this case, for Google Ads). Custom settings based on advertising platform or selected client accounts can be used. See Apply custom settings. |
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Responsive Search Ad (RSA) Ad group template parent |
Stage 1 "Template Settings" | |
|
Ad groups are paused when the condition "no_seats_left" is matched:
|
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| Stage 2 "Ad settings" | ||
|
This can be the URL definition for the landing pages users are directed to when the ad is clicked. URLs must start with http:// or https:// (recommended). For example:
The brand/origin_country/origin_name/destination_country/ destination_name columns become the responsive search ad multiplier used to scale RSA creation. For RSA templates with ad group template parents an RSA is created for each unique value combination generated. You must select feed columns in Stage 1 "Template Settings" at "Multiplier" to create one responsive search ad for each unique value combination. Example: Select the brand/origin_country/origin_name/destination_country/destination_name columns. |
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Display paths are short and part of the URL. For example, if the feed columns origin_iata and destination_iata contain the respective airport IATA codes, the display path formula could be:
The origin_iata and destination_iata columns become the RSA display path multiplier used to scale the RSA display paths created where the value combination uniquely identifies a row in the feed. An RSA display path is created for each unique value combination generated. For RSAs, you must explicitly define the multiplier at Stage 1. Example output:
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Multiple static and/or dynamic headlines can be configured. For example: Headline 1 (static)
Headline 2 (dynamic)
Example output:
Each headline can have static or dynamic fallbacks also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the headline is too long. The headline character limit is 30. If the headline fails and multiple headline fallbacks are configured, when the headline fails, the system checks through these fallbacks in order until it finds and applies the first one that is valid. Custom settings can be used. See Apply custom settings. |
|
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Multiple static and dynamic descriptions can be configured. For example: Description 1 (static)
Description 2 (dynamic)
Example output:
Each description can have a static or dynamic fallback also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the description is too long. The description character limit is 90. If the description fails and multiple description fallbacks are configured, when the description fails, the system checks through these fallbacks in order until it finds and applies the first one that's valid. Custom settings can be used. See Apply custom settings. |
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| "Ad URL options" | ||
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For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
URLs must start with http:// or https:// (recommended). Brand becomes the ad URL multiplier used to scale the tracking ad URL creation if the RSA parent is an ad group template. A tracking ad URL is created for each unique value combination generated. Example output:
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See Configure tracking URLs and custom parameters. Custom settings can be used. See Apply custom settings. This URL uses existing advertising platform parameters (in this case, for Google Ads). |
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Responsive Search Ad (RSA) Ad group parent |
Stage 1 "Template Settings" | |
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For RSA templates based on ad group parents, the Create responsive search ad in paused state is typically selected here. The RSA template and the associated RSAs can be reviewed before template activation and evaluation, and RSA generation. |
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| Stage 2 "Ad settings" | ||
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This can be the URL definition for the landing pages users are directed to when the ad is clicked. For all advertising platforms and client accounts:
For specific advertising platforms client accounts:
URLs must start with http:// or https:// (recommended). Ad group parent exampleThe formula can be: "www.example.com/" & Ad_group_name & "/" & Sales.Sale_name
Example output:
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For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent exampleA static value is used:
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For all advertising platforms and client accounts:
Ad group parent exampleMultiple static and/or dynamic headlines can be configured. Headline 1 (static)
Headline 2 (dynamic) "Sale.Sale_name & " sale coming soon, November 24th, 2023!"
Headline output in generated ads:
Each headline can have static or dynamic fallbacks also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the headline is too long. The headline character limit is 30. If the headline fails and multiple headline fallbacks are configured, when the headline fails, the system checks through these fallbacks in order until it finds and applies the first one that is valid. |
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For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent exampleDescription 1 (static) Black Friday discount flights!
Description 2 (dynamic) Sale.Discount & "%" & " off " & Ad_group _name & " booked on " & Sale.Sale_name
Description output in generated ads:
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| "Ad URL options" | ||
|
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent example"www.example.com/" & Ad_group_name & "/" & Sale.Sale_name
A tracking ad URL is created for each unique value generated. Example output:
See Configure tracking URLs and custom parameters. This URL uses existing advertising platform parameters, (in this case, for Google Ads). |
|
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See Configure tracking URLs and custom parameters. Custom settings can be used. See Apply custom settings. This URL uses existing advertising platform parameters (in this case, for Google Ads). |
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| Keywords | Stage 1 "Template Settings" | |
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Ad groups are paused when the condition "no_seats_left" is matched:
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| Stage 2 "Keyword settings" | ||
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Match types can be broad, phrase, or exact. In our flights example, only broad and exact are used: If the Create all keywords in match-type specific campaigns/ad groups options are selected in the respective templates, campaign names and ad group names are appended with the suffix _broad and _exact. See Campaign name for examples. Custom settings can be used. See Apply custom settings. |
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Four keyword values are entered as referenced feed columns:
For keywords, you must select the appropriate columns in Multiplier at Step 1. Example output:
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Inherited, but for a custom setting may be
Custom settings can be used to create different Max CPCs by account type or specific client account. See Apply custom settings. |
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URLs must start with http:// or https:// (recommended). A keyword Final URL is created for each unique value combination generated. For example:
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| Negative keywords |
Stage 2 Negative keyword settings |
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Static and/or dynamic negative keywords can be configured. For our example, brand Albatross Flights may not want ads to show for airports from which it has no flights. These are entered as static text:
If the Golden Eagle Flights brand has a separate client account, the same negative keyword policy can be applied using a custom setting to prevent clicks for routes from which the airline does not fly:
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| Plan |
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Configure templates custom column
Configure dynamic template custom columns in the pop-up formula editor or as text. The icon indicates the pop-up formula editor, and the
icon indicates the text editor.
About the pop-up formula editor
To the right of the custom column template element, click to display the pop-up formula editor.
The pop-up formula editor provides the following functionality:
- Click
to select columns from a drop-down menu.
- Click
to select options for the following types of functions in the drop-down menu:
- Logic
- Text
- Arithmetic
- Conversion
- Date
- Aggregation
- Select columns and functions that are valid at the current cursor position from the menu that’s displayed when you right-click.
- Select mathematical operators as required: (,), +, -, x, and ÷.
Use other standard mathematical operators as required. - Apply other requirements described in Syntax and Functions.
Note: Syntax errors are displayed underlined in red.
- Enter the formula, and click Save.
Use the pop-up formula editor
- Sign in to your new Search Ads 360.
- Navigate to a sub-manager account..
- Click tools and settings
.
- Click Templates.
- On the "Templates" page, click
.
- Select the required template.
- Use the following icons to locate template elements configurable as custom columns:
.
- To use the pop-up formula editor, click
.
The dialog opens. - Click in the text area, and create formulas by applying the following rules:
- Follow the rules outlined in Syntax.
- Click
- Click
For more information, see Functions. - Click the mathematical operators to enter them in the formula.
Use other standard mathematical operators required. - Resolve errors, which are indicated by red underlining.
- Click Save.
About formulas as text in template custom columns
As text, enter the custom column formula above the line on the applicable template element.
Enter plain, static text enclosed in quotation marks: "mytext".
Click to select correctly formatted columns and functions to include using the
and
sub-menus.
If there are errors, a message in red text is displayed below the custom column’s formula line indicating the issue.
Example:
Visit&f:"destination_country"
This input requires a text value. Add text wrapped in quotes ("text"), or write a formula ("text" & f:"ColumnName").
The correct formula is "Visit " & f:"destination_country"
Configure template custom columns as text
- Sign in to your new Search Ads 360.
- Navigate to a sub-manager account.
- Click tools and settings
- Click Templates.
- On the "Templates" page, click
.
- Select the required template.
- Use the following icons to locate template elements configurable as custom columns:
- To use the text editor, click into the space above the line.
This is where you enter your formula as text. - Follow these rules to construct your formula:
Template custom column example
Example Airways has one domain but two brands. Albatross Flights sells tickets for transatlantic US to Europe routes, whilst Golden Eagle Flights operates within Europe only. In this example, the “Flights” feed table contains the following two columns of data, reflecting one flight route per brand:
| Column name | Column description | Column value example 1 | Column value example 2 |
|---|---|---|---|
| "product_id" | Flight origin airport International Air Transport Association (IATA) code- destination airport IATA code. | CDG-LHR | SEA-CDG |
| "brand" | The brand name for the flight. | Golden Eagle Flights | Albatross Flights |
| "availability" |
Flight ticket availability. (Available / Not available) |
Available | Available |
| "seats_left" | Number of unsold seats. | 11 | 4 |
| "origin_iata" | Flight origin airport’s IATA code. | CDG | SEA |
| "origin_name" | Flight departure location. | Paris | Seattle |
| "origin_country" | Flight origin country's name. | France | USA |
| "destination_iata" | Destination airport IATA code. | LHR | CDG |
| "destination_name" | Flight destination city’s name. | London | Paris |
| "destination_country" | Flight destination country’s name. | UK | France |
| "price_usd" | The flight price in US dollars | 400 | 900 |
| "route" |
The feed custom column created in Configure custom columns in feeds. A concatenation of origin_name-destination_country-destination_name |
CDG-UK-London | SEA-France-Paris |
Ad group name example
In this example of using a custom column to create a dynamic ad group name in a template, the main configuration activities include:
- Referencing the feed custom column created using the procedure described in Feed custom column concatenation example in the ad group name custom column in the ad group template.
The formula for that Flights feed custom column, “route”, is
concat(f:"origin_name", "-", f:"destination_country", "-", f:"destination_name")
An example value for this when generated could be:
Paris-UK-London - Entering the travel merchant feed column “brand” selling the tickets.
The final formula looks like this:
f:"brand" & c:"route"
Example
- Sign in to your new Search Ads 360.
- Navigate to a sub-manager account.
- Click tools and settings
- Click Templates.
- On the "Templates" page, click
- Select the required template.
- Use the following icons to locate template elements configurable as custom columns:
- Locate "Ad group name" at Step 2 in the template.
- To work in the pop-up formula editor, click
The dialog opens. - Click
f:"brand". - Enter a space then & followed by another space.
-
Click
c:"route". - Click Done.
For ad group names based on the custom column formula
f:"brand" & c:"route"
the possible output values using the current feed data are:
- Golden Eagle Flights CDG-UK-London
- Albatross Flights SEA-France-Paris
Related links