AdUp Technology

Contact

+49 (0) 40 350 1698-199

Interested or any questions? Contact us!

© 2019 Axel Springer Teaser Ad GmbH

Dynamic Ads

Requirements

In order to use Dynamic Ads, you must have at least one active campaign page in your advertiser account. Please visit FAQ for Advertisers for more information.

About Dynamic Ads

AdUp offers you the possibility to design your ads even better with the help of keywords. If you have a product feed, you can completely optimize your ads depending on the keyword. Placeholders are used within the ad texts to enable targeted ad content. Using Dynamic Ads, you will only need a few ad groups, because Dynamic Ads will individualize your creatives according to the matched keyword or destination.

How It Works

The product ID establishes the link between a keyword and the corresponding entry in your product feed. It is therefore essential that each keyword of a "Dynamic Ads" campaign has a final click URL with a matching product ID as the URL parameter. Several keywords can have the same final click URL and thus the same product ID. If no keyword matching takes place or the given keyword does not have a final click URL or an invalid product ID, then the fallback values of the placeholders in the ad texts are used.

Example

You define the query parameter "pid" as the position of the product ID for your "Dynamic Ads" campaign and the given keyword has the final click URL "https://www.example.com?pid=123". In your product feed, the system searches for the ID "123" and replaces the corresponding placeholders in the ad texts with the values from the product feed (e.g. name or price). If you have also a column an image URL in your product feed, then this will also be used as the image for the displayed ad.

Product Feed

In order to use Dynamic Ads, a product feed is required which will be periodical imported by us.

The Feed must be accessible via URL and contain all product information that are relevant for Dynamic Ads.

File Type & Encoding

The product feed should be in CSV or XML format and preferably compressed. The file extension should reflect the format and compression method.

The Feed should be encoded in UTF-8 format.

Format

Example URL

Pure CSV

CSV: Gzip-Compressed

CSV: Zip-Compressed

Pure XML

XML: Gzip-Compressed

XML: Zip-Compressed

CSV

CSV files need a header with the column captions. Any CSV format, such as TSV, Excel-compatible or similar, can be used.

To avoid problems during import, the following restrictions should be observed:

  • You should use a semicolon as a separator character

  • The field values should be specified in quotation marks

  • The Newline control character should be used as line break

XML

XML files should have as flat a structure as possible.

Required Columns

Name

Description

Product ID

  • The unique identifier of the product

  • May only occur once in the feed

  • Maximum 100 characters

Name

  • Name of the product

  • Maximum 100 characters

Price

  • The current unit price of the product in Euro

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Final URL

  • Deeplink URL the user lands on when he clicks on the ad.

  • If this field is not assigned, the fallback URL from the creative template is used

Image URL (Fallback)

  • The product image URL, which will be used if no image is available in the required ratio.

  • If this field is not assigned, the fallback Image from the creative template will be used

Optional Columns

Name

Description

Image URL (1x1)
Image URL (4x3)
Image URL (16x9)
Image URL (10x3)

  • The URL to a product image in the appropriate ratio

  • If this field is not assigned, the fallback Image from column 'Image URL (Fallback)' will be used

  • In Case 'Image URL (Fallback)' is not assigned as well, the fallback Image from the creative template will be used 

Sale Price

  • The current sale price per unit of the product in Euro

  • If available, the discount in % is displayed visually

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Shipping Costs

  • Shipping Costs in Euro

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Currency

  • The currency of the product price, the sale price and the shipping costs 

  • Format ISO 4217

Category

  • The category of the product

  • Maximum 100 characters

Availability

  • The current availability of the product

  • Any name is possible here that is assigned to a value that can be used by the system in the campaign setup

Arrival (Location)

  • Arrival Destination

  • Helpful for travel advertiser

Departure (Location)

  • Departure Destination

  • Helpful for travel advertiser

Number of Adults

  • The number of adults

  • Helpful for travel advertiser

Number of Children 

  • The number of children 

  • Helpful for travel advertiser

Number of Rooms

  • The number of rooms 

  • Helpful for travel advertiser

Check-In Date 

  • Check-In Date 

  • Format YYYY-MM-DD

  • Helpful for travel advertiser

Check-Out Date 

  • Check-Out Date

  • Format YYYY-MM-DD

  • Helpful for travel advertiser

Custom 1
Custom 2
Custom 3
Custom 4
Custom 5

  • Here you can assign any values from your feed and use them later as placeholder values in your creatives.

 

How To Use Placeholder In Your Creatives

Usage

With the help of placeholders, you can strongly individualize your ad texts and thus simultaneously cover thousands of products or destinations and achieve higher click rates. A product feed that contains the corresponding information is required.

Placeholder can be used for:

  • Headline (max. 35 characters)

  • Text (max. 80 characters)

  • Display URL (max. 35 characters)

  • Final Click URL (e.g. one individual URL per product)

Substitution Rules

Placeholder substitution can be controlled directly in the creative texts.

Scenario 1

The text with replaced placeholders fits into the character limit (e.g. 75/80 characters).

In this case, all placeholders are replaced.

Scenario 2

The text with replaced placeholders doesn't fit into the character limit (e.g. 85/80 characters).

Option A

The fallback texts of each placeholder will be used.

Option B

With the help of the '[...]' character at the end of the corresponding ad text, words may be shortened and an ellipse ('...') completes the text. The text will be shortened by whole words, not by single letters.

Fallback Texts

Each placeholder must contain a fallback text. This is used if the replacement of the placeholder causes the maximum number of characters in the ad text to be exceeded or if replacement is not possible. This means that a fallback text may only be long enough not to exceed the maximum number of characters. Fallback texts are always adopted exactly as defined in the placeholder and are not case-sensitive.

Normal Placeholder

Placeholder always begin and end with a curly bracket. The name of the placeholder and the fallback text are separated by a colon. 

Fit-Placeholder

In contrast to normal placeholders, the suffix 'fit' must be added to the name of the placeholder. There may only be one fit placeholder as the only placeholder in the ad text, because the value of this placeholder completely replaces the rest of the text. If the value is too long, a word is removed at the back until the maximum number of characters is reached. If even the first word is still too long, the fallback text of the placeholder is used. The Fit placeholder is therefore particularly suitable for the headline of an creative.

 

Available Placeholder

Depending on which columns are available in your product feed and have been assigned, the following Dynamic Ads placeholders are available for ad texts.

Description

Placeholder Name

Example

Name

product_name

Category

category

Price with decimal places

price

Price without decimal places

price_truncated

Price including 'ab' as prefix with decimal places

price_from

Price including 'ab' as prefix without decimal places

price_truncated_from

Sale Price

sale_price

Shipping Costs

shipping_cost

Arrival (Location)

departure_city

Departure (Location)

arrival_city

Number of Adults

adults

Number of Children 

children

Number of Rooms

rooms

Check-In Date 

checkin_date

Check-Out Date 

checkout_date

Custom 1

param1

Custom 2

param2

Custom 3

param3

Custom 4

param4

Custom 5

param5

 

Examples

Ad text with the placeholders 'product_name' (destination) and 'param1' (lodging).

If the replaced text exceeds the maximum number of characters, the fallback texts are used.

Beginner

Keyword matches with product:

Mallorca holidays, All Inclusive up to 60% discount. Book now!

Keyword matches with product but text is too long:

Awesome holidays, now up to 60% discount. Book now!

Keyword does not match with product:

Awesome holidays, now up to 60% discount. Book now!

Forcing Placeholder Substitution

In addition, the '[...]' symbol is added to the end of the ad text here in order to force placeholder replacement. Instead of fallback texts an ellipse ("...") will be displayed at the end of the text, if the maximum number of characters is reached.

Keyword matches with product:

Mallorca holidays, All Inclusive up to 60% discount. Book now!

Keyword matches with product but text is too long:

Mallorca Marina de Cala d'Or holidays, All inclusive up to 60%...

Keyword does not match with product:

Awesome holidays, now up to 60% discount. Book now!

Fit-Placeholder

Ad text with the fit placeholder 'product_namefit'. This removes one word at the end of the replaced text until the maximum number of characters is reached. In this case, an ellipse ('...') is automatically appended to the end of the text.

Keyword matches with product:

UHD 4K HDR Smart LED TV with Freeview Play

Keyword matches with product but text is too long:

UHD 4K HDR Smart LED TV with Freeview Play - Ceramic Black (2019...

Keyword does not match with product:

Britain's biggest price comparison - multiple test winner with best price guarantee!