Use text parameters in ads

Add parameter values to keywords

Search Ads 360 provides a few different options for adding parameter values to keywords. See the text-parameter requirements for each type of engine account.

When creating keywords in a manual campaign

When you're creating keywords in the UI:

  1. Add the Param 1, Param 2, or Param 3 columns to the keyword table (the exact columns you can add vary by engine type).
  2. Enter parameter values in columns you added.

When editing existing keywords in a manual campaign

  1. Navigate to an advertiser or lower scope and click the Keywords tab.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Add the Param1, Param2 or Param3 columns to the reporting table, depending on the type of engine account that contains the campaign.
    See the text-parameter requirements for each type of engine account.
  3. Enter the parameter values directly into the columns you added to the reporting table or download the report, edit the columns in the downloaded bulksheet, and upload the bulksheet back into Search Ads 360.

When creating or editing a keyword template in an inventory plan

You can also use text parameters in keywords generated by an inventory template. For example, you can tie an ad update to the current level of inventory. If the inventory of an item drops to a certain number, you can automatically change the listed price on the ad.

When entering keyword settings in a keyword template, click + Columns just above the settings table and select Param 1 or Param 2. Then enter parameter values in the Param1 and Param2 columns.

You can reference feed properties in the parameter values (e.g., $[PRICE].

Use business data to add parameter values to keywords

Business data in Search Ads 360 uses information about your business to provide reporting insights and automate campaign management. Instead of manually updating parameter values in keywords, you can specify parameter values in business data, create a formula column that contains the business data, and use a bulk edit, scheduled edit, or automated rule to copy the values from the formula column to your keywords.

 

Here's an example of using a scheduled edit to add parameter values to keywords:

  1. Add a business data column to contain the parameter values. Then add data to the column and apply business data to campaigns or other items (if you haven't already done so).
    When you're finished, you should see something like this if you view the business data that's applied to your campaigns:
    Attach Hotel.Price to campaigns
    Since business data is inherited, if you apply business data at the campaign level, your keywords will inherit the data.
  2. Create a formula column that contains the value from the business data column you added.
    Continuing the example from the previous step, the formula in the column would be:
    c:"Hotel.Price"
  3. Navigate to the Keywords tab and do the following:
    1. Optionally use a filter to display just the keywords you want to edit.
      For example, use a filter to display keywords that inherit the "Sleepwell" hotel ID:
      Hotel.ID Contains Sleepwell
    2. In the toolbar above the table, click the Edit ▼ button and select Set Ad Param 1, Set Ad Param 2, or Set Ad Param 3.
    3. In the bulk edit panel, change Set to ▼ to Set to formula column ▼. Then select the formula column you created in the previous step.
      Set to formula column
    4. Schedule the edit to run regularly.
    5. Click Save.

When the edit runs, Search Ads 360 will set the keyword parameter to the value from your business data table. If you schedule the edit run nightly, any time you edit or upload updated business data, the parameter values will also be updated when the edit runs.

 

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