Use text parameters in ads

Add parameters to ads

Ads in a manual campaign

  1. When creating an ad or editing an ad, enter the following in the Headline, Headline 2, or Description fields:
    • Google Ads: {param1:default_text}, {param2:default_text}, and {keyword:default_text}.
    • Microsoft Advertising: {param2:default_text}, {param3:default_text}, and {keyword:default_text}.
      Note: {param1} isn't available for text parameters in Microsoft Advertising because Search Ads 360 uses the parameter to store the Search Ads 360 URL for each Microsoft Advertising keyword.
    • Yahoo! Gemini: {param1:default_text}, {param2:default_text}, {param3:default_text}, and {keyword:default_text}.

    See additional text-parameter requirements for each type of engine account.

  2. For each parameter, substitute default_text with static text. The default text will be used when a keyword doesn’t define parameters values. For example:
    {param2:clothes}

    The default text will also be used in your ad whenever the ad would otherwise exceed character limits.

Ad templates in an inventory campaign

  1. When creating or editing an ad template, you can enter the parameters {param1:default_text}, {param2:default_text}, in the Headline, Headline 2, or Description fields. For Yahoo! Gemini, you can also enter {param3:default_text} in addition to the other two parameters.

  2. For each parameter, substitute default_text with static text. The default text will be used when a keyword doesn’t define parameters values. For example:
    {param2:clothes}

    The default text will also be used in your ad whenever the ad would otherwise exceed character limits.

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