Campaign
Dynamic Ads with placeholders
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
By using placeholders, you can highly individualise your ad copy and thereby cover thousands of products or destinations simultaneously while achieving higher click-through rates. This requires 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 copy.
Scenario 1
The text with replaced placeholders fits within 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 within the character limit (e.g. 85/80 characters).
Option A The fallback texts of the placeholders are used everywhere.
Option B Using the marker “[…]” at the end of the corresponding ad text allows words to be abbreviated, and an ellipsis (“…”) concludes the text. The separation is made by full words, not by individual letters.
Fallback Texts
Every placeholder must contain a fallback text. This is used if the replacement of the placeholder exceeds the maximum character count of the respective ad text or if replacement is not possible. Consequently, a fallback text must only be long enough so that the maximum character count is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder, without changes to capitalisation.
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
Unlike normal placeholders, the abbreviation “fit” must also be appended to the name of the placeholder here. 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, words are removed from the end one by one until the maximum character count is met. If even the first word is too long, 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 are present and assigned in your product feed, 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 the placeholders “product_name” (job title) and “param1” (company). If the replaced text exceeds the maximum character count, the fallback texts are used.
Apply now as a {product_name:Specialist} at {param1:our company}!
Keyword matches product:
Apply now as a [Developer] at [AdUp Technology]!
Keyword matches product but text is too long:
Apply now as a [Specialist] at [our company]!
Keyword does not match product:
Apply now as a [Specialist] at [our company]!
Force Placeholder Replacement
Here, the marker “[…]” is additionally appended to the end of the ad copy to force the placeholder replacement and display an ellipsis (“…”) at the end of the text instead, if the maximum character limit is reached.
Apply now as a {product_name:Specialist} at {param1:our company}![...]
Keyword matches product:
Apply now as a [Developer] at [AdUp Technology]!
Keyword matches product but text is too long:
Apply now as a [Python Software Developer] at [AdUp] …
Keyword does not match product:
Apply now as a [Specialist] at [our company]!
Fit Placeholder
Ad copy with the fit placeholder “product_namefit”. This removes words from the end of the replaced text one by one until the maximum character limit is met. In this case, an ellipsis (“…”) is automatically appended to the end of the text.
{product_namefit:UK's major price comparison - multiple test winner with quality certificate!}
Keyword matches product:
[80 Inch LED Flat Screen TV Black]
Keyword matches product but text is too long:
[80 Inch LED Flat Screen TV Black (Ultra HD, HDR, 3D, Triple Tuner] …
Keyword does not match product:
[UK's major price comparison - multiple test winner with quality certificate!]
