Campaign
Dynamic Ads with placeholders
Author
Tom Wendt
30 Apr 2026
Personalise your Dynamic Ads with placeholders from your product feed. Learn how placeholders, fallback texts and fit placeholders work and how to optimally design dynamic ads.
Overview
With the help of placeholders, you can highly individualise your ad copy and thereby cover thousands of products or destinations at the same time and achieve higher click-through rates. The prerequisite is a product feed that contains the corresponding information.
Usage
You can use placeholders in:
Headline (max. 35 characters)
Ad text (max. 80 characters)
Display URL (max. 35 characters)
Final click URL (for an individual URL per product)
Replacement Logic
The placeholder replacement can be controlled directly when creating the 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 does not fit into the character limit (e.g. 85/80 characters).
Option A The fallback texts of the placeholders are used everywhere.
Option B Using the "[...]" indicator at the end of the corresponding ad copy allows words to be abbreviated and an ellipsis ("...") to truncate the text. Division is done by full words, not by individual letters.
Fallback Texts
Every placeholder must contain a fallback text. This is used if, as a result of replacing the placeholder, the maximum number of characters of the respective ad copy is exceeded or if replacement is not possible. Consequently, a fallback text must only be short enough so that the maximum number of characters is not exceeded. Fallback texts are always adopted exactly as they are defined in the placeholder, and their capitalisation is not altered.
Normal Placeholders
Placeholders always start and end with a curly bracket. The name of the placeholder and the fallback text are separated by a colon.
{placeholder_name:Fallback-Text}
Fit Placeholders
In contrast to normal placeholders, the suffix "fit" must additionally be appended to the name of the placeholder. There can only be one fit placeholder as the sole placeholder in the ad copy, 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 end until the maximum number of characters is reached. If even the first word is still too long, then the fallback text of the placeholder is used. The fit placeholder is therefore particularly suitable for the headline of an ad.
{placeholder_namefit:Fallback-Text}
Available Placeholders
Depending on which fields in your product feed are present and assigned, the following Dynamic Ads placeholders are available for ad copy.
Name | Description | Example |
|---|---|---|
Name | product_name |
|
Category | category |
|
Price with decimals | price |
|
Price without decimals | price_truncated |
|
"From" price with decimals | price_from |
|
"From" price without decimals | price_truncated_from |
|
Discount price | sale_price |
|
Discount price as "from" price | sale_price_from |
|
Discount price without decimals | sale_price_truncated |
|
Discount price as "from" price without decimals | sale_price_truncated_from |
|
Shipping costs | shipping_cost |
|
Departure (City) | departure_city | {departure_city:Paris} |
Arrival (City) | 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
Simple
Ad copy with placeholders "product_name" (job title) and "param1" (company). If the replaced text exceeds the maximum character count, then the fallback texts are used
Apply now as a {product_name:specialist} at {param1:us}!
Keyword matched with product:
Apply now as a [developer] at [AdUp Technology]!
Keyword matched with product but text too long:
Apply now as a [specialist] at [us]!
Keyword does not match with product:
Apply now as a [specialist] at [us]!
Force Placeholder Replacement
Here, the indicator "[...]" is additionally appended to the end of the ad copy in order to force placeholder replacement and instead show an ellipsis ("...") at the end of the text if the maximum character limit is reached.
Apply now as a {product_name:specialist} at {param1:us}![...]
Keyword matched with product:
Apply now as a [developer] at [AdUp Technology]!
Keyword matched with product but text too long:
Apply now as a [Python software developer] at [AdUp] ...
Keyword does not match with product:
Apply now as a [specialist] at [us]!
Fit Placeholders
Ad copy with the fit placeholder "product_namefit". As a result, a word is removed at the end of the replaced text until the maximum character limit is reached. In this case, an ellipsis ("...") is automatically appended to the end of the text.
{product_namefit:UK's great price comparison - multiple test winner with TÜV certificate!}
Keyword matched with product:
[80 inch LED flat-screen TV black]
Keyword matched with product but text too long:
[80 inch LED flat-screen TV black (Ultra HD, HDR, 3D, Triple Tuner] ...
Keyword does not match with product:
[UK's great price comparison - multiple test winner with TÜV certificate!]
