Types of Dynamic Text

You'll find three types of dynamic text:

Keyword {keyword}

Customize your ad based on search queries

You can use the {keyword} variable to make your ad title, ad text, display URL and destination URL display keywords that match, or closely match, the text that a customer types. Write your ad, and then insert the {keyword} variable where you want the keyword to appear. To learn how to insert the {keyword} variable into your ad, see Use Dynamic Text to Insert Keywords in Ads. The table shows how various search queries affect the ad text “Order {keyword} today!”

Match type affects the results of the {keyword} variable. In the preceding example, "Order ripe cherries today!" appears only if the match type is broad, because the query "ripe Bing cherries" is not an exact or phrase match. For more information, see Strategies for Match Type Success.

Destination URL {param1}

Change the destination URL based on search queries

You can use destination URL {param1} variables to send customers to various landing pages, based on their search queries. Customizing your ad in this way can lead customers to the most relevant page on your site and increase your conversion rate.

Set your destination URL to {param1} and then indicate which landing page you want to appear when a customer searches on a specific keyword. To learn how to insert the {param1} variable into your ad, see Use Dynamic Text to Send Customers to a Specific Landing Page.

The table shows how various search queries for coffee determine the web page that your potential customer is directed to.

Notes

• The {param1} variable cannot exceed 1,022 characters.
• Typically, you use the destination URL {param1} to define the landing page. You can also use the destination URL box to add four different types of search queries that can help you track customer information, such as the exact terms the customer typed in a search query and the match type. For more information, see Use Query Strings to Track Customer Information.

Placeholders {param2} {param3}

Revise multiple ads simultaneously by using placeholders

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."

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.

Prevent ads from exceeding character limits

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.

To see examplse of default text and dynamic text, see About dynamic text.