You can use placeholder {param2} and {param3} variables to change many ads simultaneously. Placeholders can save you time if you want to update numerous ads throughout your campaign.
Add {param2}, {param3} or both to the ad title, ad text, display URL or destination URL of multiple ads. To learn how to insert the {param2} or {param3} variable into your ad, see Use Dynamic Text to Change Many Ads Simultaneously.
The table shows how multiple ads for various products share some of the same title text. In this example, {param2} equals "half price."
| Books {param2} |
Books half price |
| CDs {param2} |
CDs half price
|
| DVDs {param2} |
DVDs half price |
Later, if you want to change your ads to, for example, reflect a greater discount, you can set {param2} to "60% off" and all of your ad titles will change.
| Books {param2} |
Books 60% off |
| DVDs {param2} |
DVDs 60% off |
When you use {keyword}, {param2} and {param3}, make sure that the variables don’t result in ads that exceed the following character limits:
- Ad titles: 25 characters
- Ad text: 70 characters
An easy way to prevent an ad from exceeding character limits is to add default text to each type of dynamic text that you use. You can define defaults for all types of dynamic text: {keyword:default}, {param1:default}, {param2:default} and {param3:default}. The default text is used in your ad whenever the ad would otherwise exceed character limits.
Default text example:
If your ad title is "{keyword} free delivery" and one of your {keyword} variables is "mountain bike parts," the resulting ad title, "Mountain bike parts free delivery," would exceed the character limit for ad titles. As a result, your ad would not be displayed.
However, by using default text in your ad title, you can keep your ad text within the allowable character limit. If your ad title is "{keyword:Bike parts} free delivery" and if someone searches by using your keyword "mountain bike parts," your ad title would be displayed as "Bike parts free delivery."
The dynamic text example below also shows how to use default text.
Dynamic text example:
The following example shows how to use dynamic text, including how to use default text to prevent your ads from exceeding character limits:
On the Ads tab, you create an ad that includes dynamic text in the ad title and ad text:
|
The Best {keyword}
We have the best selection! Buy {keyword} starting at {param2} per pound.
www.fourthcoffee.com
|
(Your ad is never displayed with the dynamic text variables visible.)
On the
Keywords tab, you click
Edit keywords and enter the following variables into the keywords table:
| Keyword |
Placeholder {param2} |
If someone searches on one of these keywords and your keyword bid is sufficient, your ads are displayed like this:
|
The Best Sumatra
We have the best selection! Buy Sumatra starting at $9 per pound.
www.fourthcoffee.com
|
|
|
The Best Kona
We have the best selection! Buy Kona starting at $11 per pound.
www.fourthcoffee.com
|
|
Optionally, we recommend that you define default text for each dynamic text variable you use. The default text displays in the event that a dynamic text variable causes an ad to exceed character limits. Default text is defined like this:
|
The Best {keyword:Coffee}
We have the best selection! Buy {keyword:coffee} starting at {param2:$9} per pound.
www.fourthcoffee.com
|
In this case, if one of your keywords is "Decaffeinated Arabica," your ad title would exceed 25 characters and your ad text would exceed 70 characters. As a result, the default text would display.
